adverts

In this advert the women is seen picking up the product whilst spraying it on her own underarms at the start of the advert, as the main narrative revolves around the Nivea Calm and Care collection targeted at the female audience,the narrator advises that the skin is damaged during shaving. She there for introduces Nivea Calm and Care deodorant as soothing the skin and helping it recover from all the damage caused by shaving. She declares that not only it enhances your love life if you use this product but also that 77% of women feel sexier when their underarms look good. By using the fact that they have interviewed 2,550 women and 77% of those that it would also recommend it to others within the advert itself, it makes it seem more valuable and a realistic result.

The advert uses non diegetic sound of a guitar and a low tone of music to signify a more settled and comfortable mood as this is also shown through the females face, when she is shown to be play fighting and smiling away as this connotes happiness and 'Feeling Good'. The use of the female voiceover suggests that the product is effective, as it makes the skin wonderfully smooth and soft which makes women feel confident and attractive after using the product.

This product is marketed at its target audience (female audiences) under the 'strapline'
'Feel Closer' in a new brand for the company as it aims to emphasise and promotes a positive impact Nivea products have on female relationships by helping them to "feel good in their own skin" and make their skin feel smooth and huggable. This gives out a positive representation of the female and also the product at the same time.

The women is shown to apply the product on her self which connotes that she is the dominant sex who self objectifies herself in a positive way but also attracts the men in the advert and also the male audience therefore the men become the second audience. The kiss given by the male in the advert also indicated that he is shown her the love by kissing her much smoother and softer skin, as this reflects back to the purpose of the product.

2nd ad



In this ad the representation of women is positive although it challenges the roles of women in a negative way.This ad starts of with a big gucci bottel opening, this gives the effect of us going into the gucci world which shows the affect of UGC. The use of intertextuality in this text will appeal to a particular audience.

The advert begins with a long shot of an unknown character speeding down the motorway, which stereotypically would be expected to be a male character. However, the audience's expectations are challenged when a medium shot of the driver shows to be a female.The most obvious editing technique used in the advert is the split screen: one side shows the female getting dressed and the other side is of the beer getting "prepared". This use of split screen signifies that neither the beer nor the woman know they have been placed side by side and so this represents sexism.

Not only does the female share the screen with the beer, but the screen is split equally between the two "objects" which connotes the woman is equally objectified to the status of beer. This shows that females are just another object to males.

The text near the beginning of the trailer says "the preparation" which is an enigma code as the audience question "what event is the preparation for?".