How are representations of gender roles in the family presented in Boots advertisements

This essay will explore how gender roles and the family are represented in advertising, with a focus on the 2012 Autumn advert from high street drugstore Boots. Firstly, this essay will look at the traditional representations of family in advertising, with a focused look at the roles of mothers and fathers.It will then go onto the representation of families within the advert, and within more modern forms of advertising, as well as looking at the image and representations of women and motherhood, and men and fatherhood, all of which appear in this advertisement.

Traditionally, family representation in adverts reflects social ideas and attitudes toward the image of families. Several studies seem to suggest that changes in the roles that exist within a family is easy to trace by looking at adverts. For example, Robison and Hunter (2014) suggest that from “the call of women to the workplace during WWII to the endless unpaid work of housewives in the 1950s and the return to the workplace in the 1970s and 1980s” advertising in women’s magazines reflected these images back to its audience (2014: 466). Originally these images presented “traditional ideology, with men as breadwinners and women as homemakers” but have since moved on to present images of “supermoms” who do everything(2014:471) , and considerably less representations of men at all, often appearing just to play a part in the ‘fun’ aspects of fatherhood(2014:479). Marshall et al also agrees with this, suggesting that this could be interpreted as reflecting more diverse family units where fathers may not be present” (2014:1670). Geraghty (2000) seconds this by suggesting the importance on the difference kinds of knowledge and culture that we draw on when trying to decipher the meaning in adverts (2000: 365). The lack of male representation and increased appearance of women ‘supermoms’ may be as a result of that being the main image in society, therefore making this advert more likely to relate and attract mass audiences who recognise this image.

Representations of women as mothers in this advert suggests a more modern image, rather than traditional. Eisend (2012) define four main ways to look at gender role presentation – trait descriptors, physical characteristics, role behaviour and occupational status – each with their own masculine or feminine version (2012:188). It could be argued that the women presented in the Boots advert often subvert expectations of their own gender roles, particularly when it comes to their role behaviour.As suggested by Gauntlett, women advertising today have more representation than they have previously, with these representations often being women who are “busy, confident, attract success, in control of their professional and social life” (2008:85). This can be seen quite clearly in this Boots advert. We get to see an ‘army’ of women who are in control of the ope

Presentation Portfolio: slides plus supporting essay document (1500 words) 40% of overall mark
Using a relevant range of sources and theoretical approaches produce a presentation portfolio on an aspect of advertising OR quality television drama covered on the module. Your presentation should include your own analysis of an advertisement OR a scene or character from a quality television drama.
You should prepare between 6 and 10 PowerPoint slides on a topic chosen from the relevant block of lectures and seminars. The slides should include the main points of your presentation and any images you feel are relevant to the topic. Your accompanying short essay style document should detail the theoretical perspective and analysis you have employed (and why you’ve employed them) and with reference to the specific slides. For example, if for instance, you include an image from an ad in your slides then your supporting essay document should make explicit reference to what is on that slide eg a still from a particular scene in a movie or a close-up of an image or an advert etc. Presentation portfolios that fail to incorporate theory and/or critical discussion will not pass. You should read through the assessment criteria in this document and familiarise yourself with the requirements of assessment at Level 3. The usual criteria for the presentation of written work and requirements regarding plagiarism and collusion apply to this assessment.  
Your documents (typed and presented according to academic conventions, especially with regard to bibliographic referencing) should be submitted to Canvas.


































Correction on the advert presentation.

I could tell you what would be beneficial for your analysis,
This is the task that we did in class on gender analysis in advertising:
· Select online contemporary beauty/grooming advert (stills) to analyse.
· Pay particular attention to gender. How is the advert constructed? who or what is in the ad? how are shots used or items or language put together to make meaning?  what is assumed within the ad? what relates to gender in the advert? how is the reader interpellated?
· How could the ad be done differently?
· Aim to use ideas from the lecture in your analysis or link to ideology, gender, and aim to use semiotics (denotation, connotation, ideology) or even the ‘Magic system’. 
· Share your analysis and an image of the selected advert on the Discussion Board.
You will significantly improve your essay if you discuss semiotics: denotation, connotation, ideology, interpellation, and the magic system.
you would need to analyse gender using these suggestions.
Make sure to pick any ad and analyse an aspect of it, Or quality tv if you don’t want to do advertising.
It needs to show the same as essay, the main points should be in both the ad and the essay.

You could (and should) definitely include interpellation and magic system, please add the this to the ad.

Correction on Essay:

You could (and should) definitely include interpellation and magic system. I didn’t see the ad but what you’re saying seems like you could discuss it.
And obviously semiotics, that was one of the most important things we discussed.
Discuss hegemonic masculinity which is the most common discourse on masculinity in media and cultural studies.

And obviously semiotics, that was one of the most important things we discussed

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