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Car Adverts

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Introduction

CAR ADVERTS With the changing times and the acceptance that women are capable of driving safely on the roads, more and more car adverts are targeted towards women. The adverts themselves vary from the adverts aimed at men. The ones aimed at men exert power and dominance on the road, whereas the adverts geared for women use phrases such as 'slip into something a little more revealing this summer.' But for both sexes a car is recognised as an indication of wealth and class. It also indicates lifestyle, it is very unlikely to see a mother driving her 4 children to school in the latest BMW Z8. People are very concerned about the image they portray about themselves and their lifestyles. For this reason, cars are more and more of an icon, a symbol of status than they have ever been before. When the automobiles were first introduced, the people that could afford them were known to be wealthy. This still applies today, people are seen to be more wealthy if they own a Mercedes than if they own a Ford. But relatively the latest Ford can be seen to out do a Mercedes model that is over 30 years old. ...read more.

Middle

Women were used as sex objects in previous years, lying sprawled across the latest mini with sexist phrases such as 'a cute little lassie with her cute little car.' The fact that the model in this advert demands attention by simply standing beside the car shows how much more respect women have now. The main theme of the whole advert is beauty, looking good and being impressive. An image which previously only extended to make up and jewellery now extends to the cars we drive. So additional pressure is placed on women, not only are they to dress well, look good, have money and friends, but they are presented with another opportunity to prove themselves in the world :have the perfect car. They can either accept the challenge and continue to be a slave to fashion like everybody else, or stand at the bus stop staring at other colleagues driving past. Independence is shown as coming from taking the road into the palm of their hand. Independence and power that most woman want in their life. GOOD HOUSEKEEPING ADVERT on CARS The second advert is from Good Housekeeping. This is one of the first established woman's magazines and has been running for over 80 years. ...read more.

Conclusion

I mentioned before that the cars were seen to be an icon of status. Before the car was a symbol of looking good. In the breast enhancement advert the symbol of happiness is larger breasts. In this advert the symbol of the car is responsibility, making a good mother, providing the best for your child. In the background of this photo is a man and his daughter, who appear to be looking in awe at the car and the array of toys in front of it. In her hand is a small teddy bear, this is because she could not carry Big Ted. The man in the background is shown as being inferior. The family in the foreground are providing for their child more sufficiently than the other man. This advert is pressurising for women. The values from one advert in one magazines to another advert in another magazine have changed dramatically. In her younger years the woman needs to be a siren, remembered for her beauty and class. Once she has a family she is expected to provide for that child to the best of her ability, and better than everybody else's. Although the pressure may be different it is still there. The pressure neither becomes less or more, but simply different. ...read more.

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