GHD advert analysis

How does the advert reinforce stereotypes?

The advert stereotypes women and generalises them into groups rather than representing intellectual attributes. The woman at the start of the advert is depicted as the virgin innocent character which is symbolised through the white dress connoting purity. Historically women were either seen as pure or corrupt, the virgin/whore dichotomy. Similarly as the innocent girl fall from grace she becomes a fallen women (whore), thus exemplified through her parted leg position. The camera seems to focus on her private area in contrast to the previous close up of her innocent face. Her anatomy is the main focus of the advert.

Yet, the woman with the voodoo doll portrays the evil side of women as shown through her sadistic laugh. As she pushes the nail in the voodoo doll it proves her violent nature, the phallic symbol (nail) makes the virginal character falls from grace. Therefore, like Freud’s notion of 'penis envy' and the fact that women envy the power the penis gives men. Ultimately suggesting that women must embody male characteristics to demonstrate their power.

Moreover, the voodoo doll event is proceeded by a cat fight presenting the animalistic nature of women. As the 'sister' chuck each other down in an almost pornographic manner is made even more suggestive through the lingerie and the slightly parted dressing grown. Again there is a Binary opposition between the good sister in white and the corrupt sister in black, highlights the simplistic stereotypes of women. But as the sister in white is chucked down she too has a fall from grace. Therefore showing her naughty side and corresponding to Mulvey’s male gaze as she serves to arouse the male audience. Additionally, the advert suggests they are fighting over the hair straighteners which are also a phallic symbol. Despite the fact that a male is unseen his presences is felt throughout the commercial.

However, a male then enters the scene but he is on top of woman and seems to be pushing her down implying that men have the ultimate control. Although she is seductive in her expression he is superior. She is cheating with her best friend's boyfriend portraying women as sexual predictors with little self-control, characteristics associated with men.Lastly, the woman at the end is represented as evil with her glasses giving the audience little insight into her facial expression. In addition, the glasses create a demonical facade, but her stern expression during the emotional funeral indicates that she is cold hearted.

All these representations of women are overtly negative and the sole purpose of women in this narrative is to entertain men. In every scene a women falls down for a man highlighting their passive nature. it can also be interpreted as being blasphemes as looks override religion. All the women are money grabbing and consumerism is vital (post-modern idea). However, the use of female voice over could suggest that the film conforms to matriarchal ideologies and women control the advert.

Theories
Laura Mulvey- 'male gaze' women are eye cand; to some extent Giselle is simply in the film to serve as a beautifil symbol but she is more of an aspiration for young audiences.
Feminism- it explores females postions throughout history; it can relate to Enchanted and discover if the female representation is relavent.
Barthes- narrative enigma; the storyliner remains conventional but her shocking choice for her prince is ambigious throughout the film.
Levi- Strauss- Binary opposition between good and evil.
Uses and gratification theory- the protagonist is an aspiration tool to young audiences.

This reflects Enchanted (2007) because the females are assigned certain roles and they cannot change these positions. It classifies women as having the certain personality traits but ignores female diversity and their intellectual capacity. Although Enchanted (2007) is not sexualised like the GHD advert women still serve as the man’s ‘eye candy’. Giselle may control who she ends up with but men’s beliefs are ultimately forced upon her. However, Giselle’s main focus in life is not based on her appearance because Giselle naturally looks ‘perfect’ whereas the girls in the GHD advert are extremely self-centred. Additionally, the women in the GHD ad embody nasty characteristics such as jealousy whereas Giselle appears to be kind with no evil agenda.