Positive and negative representation of women

This advertisement shows women in a positive light in the media. The consumer of the media is allowed to accept that women are maternal and loving. This is most likely targeted at women and allows them to acknowledge that they are what their children need as they support the family and without the mother figure the family will be incomplete. this is also reinforced by the soundtrack, especially the opening lyrics-"she can kill with her eyes...she only reveals what she wants you to see". This connotes that mothers are protective and want the best for their children.

However, negative representations can also be concluded from this advertisement. As with this type of advert being used by 'John Lewis' - a department store that caters for every person in the family, for every room in the home and for every need, by displaying the mother figure- it re in forces that the stereotypical views of women should be at home cooking, cleaning and generally looking after the family. By doing so 'John Lewis' identify with the majority of women who stay at home and have the same lifestyle as 'John Lewis' connotes every women should. This lowers the role of women in society and is negative as both men and women have equal rights, and especially the fact that some women get paid more than some men.




This advert by 'Learn Direct' also has many positive representations of women. These include that women are constantly looking to better themselves and the fact that they are talented enough to juggle numerous everyday things makes them some kind of superhero. However, the fact that the voice over is masculine and obviously a man, helps it connote that women need the help of men to succeed in life and that men are already superior to women as the man (voice over) is the one helping the women (damsel in distress).