Collective Identity

To what extent do these adverts conform to or subvert traditional gender roles?To what extent do they conform to or subvert traditional gender roles?
Consider textual details (mise en scene, music, voice over etc) in your analysis.




This advert conforms to the tradtional gender role for boys. The voice over of the advert is a teenage male which reflects the target audience or close to the age range. The diolouge consitics of words such as 'cool' which is more relevent to boys and used more in thier vocabulary. The mise on scene has a green wash throughout which is a sterotypical masculine colour. The mise on scence also has technical gadgets which are targeted at males. The editing is fast paces to add to the advert seeming dramatic. The background music consists of a upbeat rhymthm with wooshing sounds which anchor to the flying cards, and also sounds of beeping sounds which links to the gadgets on screen. This advert would not attract the younger female audience in any way as everything is targeted to the male gender.



As you can clearly see from the very beginning of this advert it has targeted young girls as the background is pink and the backing vocals are 'I love ponies'. We immidiately know that the age range is less than 13 years old as young girls like ponies. The camera angles and editing is fast paced, this i feel is to make the ponies seem more exciting and the voice over is a woman enthusiastically commentating what the horses can do. eg 'And now a fresh apple, WOW'. Clearly this advert is stereotyping young girls as the there wouldn't be any pink colour and there is a woman voice over.