Common task

Photo from: http://henna13gcseacs.blogspot.com/2013/12/positive-and-negative-representation.html

Representation of a woman

  • Underlined: emphasise that the woman is weak 
  • Appearance of the woman: suggest she is from the 1950s
  • That time is when patriarchal society was more obvious
  • Target audience is woman 
  • Sounds like opening a bottle was no woman’s job
  • The background is yellow expresses joy 
  • Woman’s face is emphasised more than the bottle (Advertising the fact that woman can open it now) 
  • Independence
  • Sense of being higher standard

Advertisements are one of the largest influencers in shaping the stereotypes and identities of different groups of people. This is the advert of “Alcoa Aluminum Ketchup Bottle”, where they are promoting bottles that now can be easily opened, target audience as women. Through advertising the bottle, the company created the advert strongly representing a stereotypical woman back in the 1950s, where patriarchal society was present.

One of the most obvious representation of women at that time is the question under the photo; “you mean a woman can open it?” where the word woman is underlined. This emphasises that the bottle opening is one of the weaknesses amongst many women that can now be ‘conquered’ and suggests a sense of happiness and gaining power in women. The yellow background also adds to create the mood of this advertisement. While yellow is known to be the colour of joy, brightness, and happiness, this helps to express and convey the woman’s feelings when they are able to gain independence. From the societal background of the time, we know that men held more power over women, thus, women were always supported by men. Opening a bottle is one of the things women always needed help by men and this advert is using that as an advantage to make their product look better. The idea is further emphasised by the surprised, happy facial expression of the woman, delivering the joy women can get from being independent without having men’s help. It is promoting the independence women can gain, just by purchasing their products. This overall, suggest the idea that women are weak compared to men. 

The representation of the woman is very stereotypical in this advertisement. Her hair neatly aligned, red lipstick shining on her lips, her nails nicely done, and the way she touches the bottle is very sensitive. Going back to my first point, where adverts shape societal expectations of different groups of people, this advert clearly sets a high standard of what women should look like and how they should behave. People are always looking for a sense of belonging to the society and also being accepted as high standard. If women are surrounded by various adverts that are setting standards, it will most likely be the expectations on people in order for them to be accepted as a member of a society. This advertisement is certainly using that psychology to persuade women to buy their product that makes women look independent, thus by doing so, they can earn the happiness of gaining  power and higher societal status amongst women.