Examine the ways in which women have been represented in advertising, comparing a 1960s moving image with a modern still image.

precision. Sound media is a form of media which advertises the product through radio. Radio adverts are good for advertising different products and companies, as many people listen to the radio. Unlike newspaper adverts, listeners have no option other than to listen to the commercials as opposed to readers of newspapers where they have to examine the adverts themselves. Moving image is where the adverts are shown on TV, film, DVD or internet. Television commercials have the advantage of being broadcasted to millions of viewers, and can use camera and lighting techniques as well as sound and picture to appeal to the viewer, unlike radio and newspaper advertisements. All of these advertising forms are successful in their own type of way. But I think the most effective form of media out of the three types that I have analyzed is the moving image, as it has the most use of techniques, and also it can, use all of the techniques that the other forms of advertising can, but rolled into one advert. The television adverts has use of audio, visual and movement.The components of advertising participates a significant role in advertising as well as having a great effect to the viewers and readers. Persuasive language is a very sophisticated way to grab the customer’s attention and persuade them to buy the companies products. This may include a slogan, which is a very catchy phrase at the end of the advert so the viewers can remember the product being advertised, this may include of the slogan rhyming because then it tends to stick in to the viewers mind. For example in the maybelline advert the slogan is ‘Maybe she’s born with it, Maybe its maybelline’. Facts and opinion are other factors of persuasive language. Often, in advertising opinions are made in to facts. Comparatives which are also used in advertising are adjectives based on using comparisons and having significance only in relation to something else. In addition Superlatives are an exaggeration to the extreme to make the company’s product the highest level or degree attainable. This is when they are using subliminal language which is another aspect of advertising; this is where a company subtly gives you their views without you being aware of it. Repetition uses the rule of threw which is another technique used; advertisers hope that if you see a product or hear its name over and over again, viewers would be more likely to buy it. Sometimes the same advert is repeated within a minute in the same series of adverts. Stereotypes in the 60’s were another system to get the viewers more drawn in to the advert. In the OXO advert the women was made to stay at home whilst the man went out to work. Even though stereotypes can be positive, they always have a negative impact and can lead to discrimination.  Adverts nowadays avoid stereotypes to show they are in touch with the modern world. Such as the archers advert which portrayed women as more self-sufficient. Power of association is often used in adverts to associate the product with an emotion or process. For instance in the in the OXO advert it made the OXO look as though it is very easy to make when it was stirred in the pan.Over time advertising has altered in various ways. In the 1920’s companies used words and drawn images to advertise their products. Advertisement was also used to join people in the army in world war two. They used psychological techniques to persuade people to join the armed forces. These recruitment exploited people’s fears, anxieties and guilt. The earliest ads were in effect privately placed announcement, mostly for patented medicines and miraculous cures. They were always printed in newspaper single column format. Adverts now have become more sophisticated and companies have their own advertising agents to make the adverts. The power of TV advertising lies in the power of pictures, most people aren’t really interested in words, but pictures speak for themselves. In the first advertisements women were mums who were always at home with the kids. Men were dad’s who went out to work and black people didn’t even exist. However by the 1970’s and 1980’s men and women were starting to show in more varied roles and black people appeared. Women’s roles had changed over time and now show women side by side with men. The OXO advert is set in the 1960’s and is based on selling a food item. At the beginning of the OXO advert mid shots shows how content and peaceful she is, starring out of the window. The advert starts as a very peaceful and quiet atmosphere in the countryside. This is followed by mid shots of a perfect family having breakfast to present the oxo family as an ideal family. Further along the advert, close up shots are taken of the dad driving in the Landover to work, the son and Katie wave him goodbye and Katie shouts to him, ‘‘I’ll bring your lunch over’’ this shows that Katie is subservient and submissive towards her husband. Subsequently it shows a close up shot of Katie stirring Philips jug and pouring oxo in to the stew, this shot is trying to make out that ox is very easy and effortless to make.  It then shows an extreme close up of the flask, oxo cube and pot of tea, which is the back ground crockery; this is trying to associate the cottage as an ideal cottage. Kate then brings the stew over to Philips works place; it shows a close up the stew in his hands and then his happy face. This is trying to reveal to the viewers that the oxo cubes would make your husbands delighted. This advert is very effective as it shows an ideal family all getting along with each other. Ideal children and families represent the types of people that children watching the advert would like themselves of families to be like. The advert also has a number of close-up shots to allow the audience to feel more intimately involved with the main character. The characters emotions in the advert are clearly seen through the use of close-up. In this advert women are revealed as an obedient and dutiful. They are shown to stay at home to cook and clean. Whereas recent adverts show women to be more subtle and resilient. Advert show women going out to work and taking up the same responsibilities as men.The archers advert however, is set in 2002 so it is much more recent. the advert is trying to sell a drink item for women.In the advert 2 fonts are used on the door, gothic and modern design juxtaposed to represent she is leaving the past tradition and moving on to the future. Directly above the lock, in modern font is written Rapunzel- a traditional woman. Her long hair symbolizes her humility and chastity. This advert shows that modern Rapunzel does not need a man to rescue her. Instead she uses her initiative to break free herself. The props on the advert-scissors and locks of cut hair represent her cutting free from social constraints and individuality. The slogan on the advert ‘come out and play’, the word ‘play suggests innocence, fun, childhood and fairytale. The concept of this advert associates them woman having fun with drinking archers. It is ironic because alcohol can intoxicate you and you may lose control of your inhibitions. The archers advert is based on women being more independent whereas women in the OXO advert are portrayed in a more obedient and meek role. The OXO advert uses stereotypes to sell their product but the archers advert shows women in a more autonomous role to perceive that they are up to date with the outside world.In my opinion I think the role of women in advertisement has definitely changed. In the early ads advertisers used stereotypes to sell their product. Women were usually mothers and were shown as acquiescent people in the adverts. In modern adverts women are show as more outgoing and sovereign. I think women have been treated more fairly in the recent adverts because I believe they have the same ability to go out and work.