Laws:
1941 – women can go to war.
1948 – women are allowed to
have free health care, usually
only men had it.
This advert doesn’t go with the
current law changes at this time,
as women were allowed to go to
war but they still made an advert
about how women...
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Laws:
1941 – women can go to war.
1948 – women are allowed to
have free health care, usually
only men had it.
This advert doesn’t go with the
current law changes at this time,
as women were allowed to go to
war but they still made an advert
about how women struggle to
open ketchup bottles, and how
women didn’t need muscles to
open it.
Representation theory:
Hall – this advert is constructed
and is what the director of the
advert wanted it to come across
as.
Buckingham – In this advert, the
media has made a ‘window’ that
re-presents reality and in this
case the media are portraying a
mediated version of reality about
women
Stereotype theory:
Dyer – the stereotype of women
are weak and struggle to open
things is a stereotype that was
created by the ‘powerful’ (the
men) about the ‘Powerless’ (the
women)
Feminism:
We can’t apply feminism in this
advert because adverts at this
time were all made to show
women as a secondary figure in
society.
Sex traits:
The sex traits that are shown
in thi
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