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How gender is represented in television advertising The mass media have the ability to influence the way in which their audiences view people and objects Any person or object is seen at a slanted view the view of the broadcaster Often the audience is not aware of this unbalanced representation and will see it as the real thing the actuality The media give us ways of imagining particular identities and groups which can have material effects on how people have material effects on how people experience the world and how they get understood or legislated for or perhaps beaten up in the street by others To come full circle this is partly because the mass media have the power to re-present over and over some identities some imaginings and to exclude others and thereby make them unfamiliar or even threatening I have decided to look at how men are represented in two particular television advertisements Women are also featured in the advertisements and I have looked at their roles as well The first advertisement I am going to look at is the Barclays advertisement The advertisement is a monologue of a businessman aged between late fifties and early sixties He is balding but has a fashionable short haircut He is dressed in a suit and tie and is sat at a table eating his breakfast The room is very large with a few select expensive looking pieces of furniture It leads the audience to assume that the whole house is big and of a similar minimalist style In one shot you can see the view out of the window which is the large expanse of gardens and in another you can see the gravel road leading towards the road and away from the front door There is a maid present in the first room allowing us to realise that this man is very rich and successful at what he does The
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