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The Representation of Men in the Boddingtons and the John Smiths adverts.

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The Representation of Men in the Boddingtons and the John Smiths adverts. Both the Boddingtons advert and the John Smiths advert were shown on ITV during the breaks and between television programmes. As a class, we viewed it during the break of the champions league semi-final football match between Chelsea and Monaco. I think this was purposely shown at this time as typically people who would be watching the football would predominantly be male, which would be the perfect target audience as mainly men aged between 18-50 would probably drink it. The Boddingtons advert is promoting Boddingtons beer, and so its intended audience would be adults. The opening scene of the advert is set in a pub to start. It suggests that all men are alcoholics and are rather dumb and would go to any extent for a pint. This is implied in the advert when the men try in many various ways to smuggle their pints out of the pub but fail to do so three times before they actually ...read more.


At each attempt to smuggle the beer out of the pub they were outwitted by the bouncers, eventually, managing to smuggle just half a pint between the four of them they arrived home to find their girlfriends already had the beer and they had been outsmarted yet again! The John Smiths advert is promoting John Smiths beer, and so this adverts' intended audience would also be adults. This advert is set in a pub, and suggests that men are dumb, insensitive and inconsiderate. This is portrayed as an overweight, middle aged man is sitting in a curry house having a drink with his friends and when the babysitter calls on the mobile phone. He then speaks to his daughter on the phone, and she apparently says there are monsters in the wardrobe, and he replies 'Don't be silly there's no such thing as wardrobe monsters, it's the burglars breaking through the windows you've got to be worried about!' ...read more.


of the pub and by the stupidity shown when their girlfriends are sitting round the table at home with the beer, also by the insensitive and foolish things the man in the John Smiths advert said to his daughter about burglars. This is used to make the audience laugh, attracting them to the advert. These adverts are suggesting that men are alcoholics and this isn't just suggested in the adverts, as statistics show that the number of men aged 25-64 dying from chronic liver disease has increased by 5 times since 1970, the main cause being alcohol misuse, therefore also showing the decline of respect for men and the decline of control they have for themselves and the family. In 1980 the average man weighed 74 kilograms and 6% of the male population were obese, this has dramatically increased to 15% of the male population being obese today in 2004. This is portrayed in the John Smiths advert as a typical, common, overweight British man in a curry house having a pint. ...read more.

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