How has the representation of gender changed in Coca-Cola adverts from the 1940s to the present day?
How has the representation of gender changed in Coca-Cola?
Adverts from the 1940s to the present day?
I believe that the representation of gender has changed in the brand Coca-Cola, since the 1940s to the present day, in this essay I will outline my opinion and compare 2 adverts, one of which is in the 1940s and the other is in the 1990s. I will outline how it has changed later in this essay. The first advert that I shall be analysing or looking at in this instance is ‘The Pause That Refreshes’ which can be found in the ‘Good House Keeping’ magazine realised in the 1940s. The second advert falls under the name of ‘Diet Coke Break’ that was shown on TVs worldwide in the late 90s.
In the 1940s advert for Cola-Cola (The Pause That Refreshes), the producers of the advert have used mise-en-scene to specifically target mothers and housewives. You can recognise this purely because the advert is seen a ‘Good House Keeping’ magazine, which back then, was stereotypically aimed at women and the fact that they are the ones that are stereotypically cleaning, cooking and taking care of the children and home. This also brings us to the reasoning why it is a woman that is shown in the advert rather than a man. The woman shown in the advert is shown to be very appealing as she is a house wife and the way that there is a slight use of sex appeal shown in the women by the way she is dressed and by the way she is sitting, this could be a sense to withdraw male attention so that they buy the Cola-Cola for either themselves or for their partners. The advert mostly uses value transference to show that if a woman uses the product then they will become very relaxed after doing all the work and drinking coke is the way to relax and chill out.
In comparison to the 1990s advert for Diet Coke (Diet Coke Break), that has a target audience of gender as the producers have used a sense of sex appeal to attract either male or female attention to the advert or brand. In this specific
Adverts from the 1940s to the present day?
I believe that the representation of gender has changed in the brand Coca-Cola, since the 1940s to the present day, in this essay I will outline my opinion and compare 2 adverts, one of which is in the 1940s and the other is in the 1990s. I will outline how it has changed later in this essay. The first advert that I shall be analysing or looking at in this instance is ‘The Pause That Refreshes’ which can be found in the ‘Good House Keeping’ magazine realised in the 1940s. The second advert falls under the name of ‘Diet Coke Break’ that was shown on TVs worldwide in the late 90s.
In the 1940s advert for Cola-Cola (The Pause That Refreshes), the producers of the advert have used mise-en-scene to specifically target mothers and housewives. You can recognise this purely because the advert is seen a ‘Good House Keeping’ magazine, which back then, was stereotypically aimed at women and the fact that they are the ones that are stereotypically cleaning, cooking and taking care of the children and home. This also brings us to the reasoning why it is a woman that is shown in the advert rather than a man. The woman shown in the advert is shown to be very appealing as she is a house wife and the way that there is a slight use of sex appeal shown in the women by the way she is dressed and by the way she is sitting, this could be a sense to withdraw male attention so that they buy the Cola-Cola for either themselves or for their partners. The advert mostly uses value transference to show that if a woman uses the product then they will become very relaxed after doing all the work and drinking coke is the way to relax and chill out.
In comparison to the 1990s advert for Diet Coke (Diet Coke Break), that has a target audience of gender as the producers have used a sense of sex appeal to attract either male or female attention to the advert or brand. In this specific