Analysing Adverts and the Role of Stereotypes

Lindt Lindor

'Do you dream in chocolate?' 2011

• The brand is luxurious because of the way in which the advert is presented.
  

  
• There is a close-up of the woman's face, enjoying the chocolate. She also closes her eyes which also shows that she is enjoying the chocolate.
• The lexis used, for example, 'melt', 'smooth', 'luscious', 'passion', 'flowing', 'irresistible', 'Nothing ever experienced before', these words all have a sexual undertone.
• Rhetorical question, 'Do you dream in chocolate?' makes the audience want to experience that, and that they will when they buy it.
• She is sitting on a bed, eating the chocolate, which has further sexual undertones.
• Women being represented as loving chocolate as she shows pleasure in eating it. Stereotype of women loving chocolates.
• Patriarchal construct, it was made by the male chocolatier and he is in control of the chocolate.
• The pace and transitions are smooth to represent the smoothness of the chocolate.
• The voiceover is also speaking smoothly and calmly.
• There are many shots included of the chocolate and the smoothness of it and of the woman and chocolatier, showing there is a lot of care made into the chocolates.
• At the end of the advert you can see that the woman is reaching for another chocolate, which shows that it's so good that you'd want another.
• The chocolate is wrapping is red, with connotations of love and passion.
• The use of white and cream colours, with connotations of elegance and pleasantness.
  

Richard Dyer- The role of Stereotypes  

It is an ordering proccess for an expression of dominant societal values, which can be a short cut for producers and a reference point for audiences to understand.

Pepsi Max Advert

• The shot first shows the setting, a typical setting of a workplace meeting this can be relatable to the audience.
• There are cans of Pepsi on the middle of the table, creates a hint to the audience that it's a Pepsi advert.
• They are all men in the workplace, conforming to the stereotype of men being the breadwinners and work for their families.
• You then get the perspective from the boss, seeing one of the workers with a parrot on his shoulder, which is out of the norm for a workplace making it humorous.
• It's at a fast pace, when the boss sees a lot of abnormal things, both the boss and the audience think that he might be imagining things and also represent his confusion.
• We can see a binary opposition of the middle-class office working men in the meeting room and a working-class window cleaner on the other side. The window cleaner helps the men to prank his boss but he doesn't get to join in with them after their boss leaves.
• They then drink Pepsi and watch car racing, stereotypical for men to like to watch car racing. 
• The advert says that if you will do anything for a break, why not do it for a can of Pepsi on your break as well.
• You then see them dancing at the end, the audience will want to have that lifestyle of being able to enjoy that feeling of drinking Pepsi on their break too.
• The lighting used is daylight, it's just a regular work day.
• They use a mix of diegetic and non-diegetic sounds. The dialogue is diegetic and the sound effects and music is non-diegetic. 
• The sound effect of tense music to match the mood of the boss when he sees one of his workers as a clown and the sound effect is continued being used till the boss leaves the room these sound effects are associated with horror films, suggests the boss is scared by the situation.
• The music is then immediately used once the boss leaves, which is happy and cheerful to represent the mood and feeling of the men.
• We also see a close-up of one of the men drinking the Pepsi Max, we can see the facial expression clearly with the close-up shot, he is enjoying the drink.
• The colours used can be dull to represent how dull the workplace is, you need a can of Pepsi to light things up.