Representation Analysis

    

Represent!

     Representation is the way in which media chooses to portray reality or certain aspects of reality. Some groups of people have been portrayed for years, while many others are underrepresented in our media. After viewing the advertisements, it is clear there is a lot to discuss regarding the representation of people within these companies ads and how they effect the audiences they are targeting. 

    The first advertisement I watched was the tide ad, in which a mother discusses how she wishes tide were less effective in getting the stains out of her daughters "hoodies and cargo shorts," so that the mother could throw them out. The mother in the video is dressed in a stereotypically feminine way, she wears pink, with a white skirt. The color pink is used in many background elements, surrounding the mother, pushing the mothers more feminine representation and feelings. The daughter wears a camouflage hoodie with cargo shorts, while building with blocks, all things that are stereotypically associated with male children. The mother speaks in a disappointed tone and states how "its kinda too bad" that the daughters clothes weren't ruined in the wash, leading the viewer to conclude that the mother disapproves of her daughters clothing choices as she feels they aren't as feminine as they should be. The effects of this ad on audiences could be that viewers become subconsciously brought in to the idea of gendering clothing and colors. The audience may be inclined to believe that it is not right for a female to wear certain colors and that certain colors are for certain genders. I think this ad has primarily negative effects upon the viewer, as it strays from the more progressive views of gender equality that are more prevalent today.

    On the flip side of things, we have an ad made by H&M, which seeks to promote diversity and the breaking of stereotypes. H&Ms' "Close the Loop" ad has one clear message, the only rule in fashion is to "recycle your clothes." The ad gets its message across by show casing many different stereotypical fashion faux pas, such as a blonde wearing yellow or wearing a hat indoors. This simultaneously allows for the promotion of many diverse ethnicities, genders, religions, sexualities, body sizes, ages, etc, as well as allowing them to promote their message to recycle your clothing. This ad strays from the stereotypical ideals of beauty and instead seeks to embrace all forms of fashion, creating a sense of togetherness and thus leaving the viewer with a message of inclusivity. Audiences may be effected by an ad like this by becoming more open to opposing fashion norms that have long since been imposed in our society. The ad not only promotes an idea of inclusivity but also may effect the viewer by making them consider donating their clothes as that is the main message of the ad. The ad promotes the message that anyone can donate and that anyone can support a cause.