How genders presented in media? 

The coke advert of brotherly love focuses on two brothers. In the advert it is a stereotypical white family, from the scene at the dinner table. A mother, father and 2 children at the table, but focuses on the sons, a two shot camera angle, there was only a fraction of the parents body in the scene. Suggesting that they are a comfortable family that doesn’t have to worry about financial issue, and are a standard American family. Which doesn’t appeal to a wide range of audiences due to the limited race in the advert, mostly white, skinny and tall stereotypical family. The advert focuses on the sibling relationship between the 2 boys, which is a typical sibling relationship. In the beginning of the advert the older sibling is already irritating and annoying the younger brother by disturbing from playing his game, not helping getting the headphones for him, hitting him under the table and running away with umbrella when it was raining really strong. Yet at the end, the older brother saw his younger brother getting bullied by other kids, he instantly helped his brother. In that special moment between the sibling, it suggests that even though sibling can be annoying they will always be there for you. The high angle shot when the older brother had the choice to drink the coke or give it to his brother, because it suggests that hierarchy is still in the modern society, even though they are both male, whoever is older has more dominance with is clearly shown in the scene. Also that there is a low angle shot shown by scene of the younger brother. The coke is there to represent, it will also be there to create the special moment and that buying the product will be worth it, since the memory will never be forgotten. To promote the product itself is in most scenes the product is actually being shown throughout the advert, yet also subconsciously say that red represents coke and when people see the colour red they will think of coke straight away. The setting of the class has dull colours to it, but some props in the advert have bright red colours the t-shirt, hat, headphones and shoes. It could present the enigma code due to people that haven’t seen coke before so doesn’t recognise it, so when they present coke at the end of the video the questions they have would have been answered. 

In YouTube, a youtuber called Rice Gum posted a diss video call God Church. Which has negative stereotype about women and male. In the video Rice Gum has multiply props in his video such as a Jaguar and Bentley cars in his video. Also he shows his apartment in LA and 2 Louis Vuitton statues. Stereotype of women is expresses a lot in the video, the costume that they were wearing, a crop top and short’s exposing most of their body, sexualising them. Especially when the scene of the women dancing on the pole, it could be inferring that women in strip clubs. Objectifying women as sex object, even Rice gum in the video said, ‘she a stick, she ain’t got curves.’ He is talking about her body shape. Explaining what men view in women as, they only care about looks, than personality. Laura Mulvey theory, male gaze theory, the camera is ‘male’ due to the way the camera view women, up and down presenting their sexuality even more. In post WW1, white successful rich men, would only think of women as a sex object and provide erotic pleasure from male viewers to watch. Also the feminist theory, Van Zoonen female representation theory even after the suffragette movement, some men still view women for erotic pleasure. Patriarchy social systems in which all men are assumed to dominant and oppress all women. The media still constructs perception women to be submissive, to male. The camera angle, give close ups of women, and high angle shot of Rice Gum making him more dominate. However, at the end of the video, the stereotype of women contradicts each other, due to the women giving the bag to Rice Gum making her the superior even though she’s a woman and getting the money from him.

The Guinness; Liberty fields

This advert completely subverts some stereotype such as obesity that people cannot run and exercise, because they are lazy. Yet in the very beginning of the advert that stereotype is completely ignored, with the women running for the train. Which some audience could feel encourage doing bigger people, and changing theory of Stuart Hall about stereotypes that society can change them, also other audiences could find it really funny, it can encourage the negative stereotype. The quote, “some saw us as strange” which can be true but also wrong. Also another stereotype of women features and image, ’pretty’ and ‘suitable’ women of the society would be skinny and have slim features. In the scene there is props of white dolls, which in Asia being white is trendy and to them it equals being beautiful. However, women that are different aren’t ‘strange’ but unique, especially with the scene of the women working out in the kitchen, sweating, while his mother watching the ‘perfect’ women on TV. It doesn’t discourage her but to prove to her mother that looks doesn’t mean everything and that she was only being herself. The stereotype of men just wanting to have pleasure with women and only see what that a women is for, is also subverted. Due to the long shot of men not watching her feature but the work she is doing. Yet still presenting those men has dominance over women, due to all the observers being male. Especially with the mistake she had done, yet continues as she doesn’t mind, as she isn’t ‘an embarrassment.’ Relating back to appearance being important, she lost a tooth, and doesn’t care for people to stare at her. All of those women, come together to play rugby, which makes all of those stereotypes of women seem pointless, since not every women is required to be what the society makes them to be. The cultivation theory suggests that women are petite and submissive, yet rugby is a violent and harsh game. The aim of the advert tries to target a female audience, as most men already drink beer, but the Guinness company are saying women should be pressured to only act like a women. If some are tomboy people, they shouldn’t drink alcohol be rubbish due to even a very feminine women should able to drink beer as well.