GCSE Media - Extra Chewing Gum Advert Essay

Explore how gender is represented on the 2015 ‘Extra’ chewing gum advert

This essay will look at how gender is represented in the ‘Extra’ chewing gum advert of 2015.

Both the female and male characters look at each other with a direct facial expression, and maintain their gaze throughout the majority of the advertisement. Even with the distraction from the pizza slice, the man continues to look up towards his partner as if worried and concerned. This prolonged eye contact shows that they are both comfortable with one another and have a stable relationship as they are able to be around each other for a lengthy period of time without causing an argument. This hints at the idea of the relationship being perfect, making it desirable for the audience.

On from this, the female character is sat below the male which suggest she is of lesser importance. Being physically below him conforms to stereotypes, as it shows dominance in the male figure who appears to have more control and authority over the female. Stood up, the man keeps a constant downward gaze towards the woman and stands in a confident way as if presenting himself to her, or is ready to entertain. Her full attention is kept, despite the male being distracted which suggests the female is dependent on him. However, the female character is joined by the male on the lower level at the end of the advertisement, which could be a symbol of their unity and love.

The male character’s body language is very open and strong, making him come across very masculine. For example, he uses a lot of gestures to express anger towards the pizza slice which puts an emphasis on his rage when it appears. The actor used is very muscular and sculpted which makes him seem like the perfect man which makes the couple featured come across as flawless. The female character has body language that is very seductive and suggestive, which shows women in a negative way as it implies that she is the object of the man. Her presence reinforces the masculinity of the man, as it provides him with a trophy for his looks and personality.

Additionally, an idea of the representation of men and women can be taken from the speech in the advert. The male character speaks the most which suggests he is more significance than the female. His partner speaks nothing at all, which belittles the female gender as it suggests weakness. The only communications given are through her facial expressions, which again seem suggestive and romantic, reinforcing the earlier point about her being there as a way to flaunt manliness. Her submissive nature shows that she is driven by lust and has her sights set on pleasing the man.

When the pizza slice appears, she speaks in a foreign accent compared to the male character. The pizza slice speaks with a very elegant voice which creates competition between the women. The fact she is foreign shows the pizza slice take on the ‘other woman’ persona. The appearance of this ‘other woman’ makes the man question his loyalty to his partner, as at times, he shows signs of being tempted by her. He reacts with anger mostly, portraying men in a negative way as it plays on the stereotype that men are hot headed and have a short temper. It also shows him in a lustful way as he trembles at the sight of the pizza’s ‘body’, widening his eyes at her exaggerated curves.

The female pizza slice asks “am I too thick?” which again shows women in a negative way. She seeks the approval of the man, showing reliance on him for little things which seem insignificant. This suggests that women are incapable of being independent and value male opinion rather than their own. This shows the male as a more dominant figure in the advert, as it places the female below him as she is represented as following his lead and trying to impress him.

The mood created by the lighting gives the casual setting a romantic feel. When the male encounters the pizza slice that has outstayed its welcome, the lighting becomes slightly darker which enforces the romance, but adds tension, putting emphasis on the strained relationship the man has with the pizza slice. With the delivery of the line “we’re done” from the man, the lighting lifts as the mood shifts to become happier, as both the man and woman are seen smiling. The line brings a faint sense of realism to the relationship, as the words are typical of a break-up.

The advert does keep with the idea of the traditional male and female roles. The advert tries to show its product in a positive way by showing people who look seemingly ‘perfect’ using the product. This creates unrealistic standards for the audience, as they may believe they will look considerably more appealing when using it. The effect on the audience may encourage a male demographic to buy the product, as the male character ends up happy with the female because of the chewing gum. It may deter the female audience because of the way it objectifies the female characters in order to put further emphasis on the man. The gender representation makes the product seem more aimed at men, as the man in the central character.

Gender stereotypes are also followed in the After Eight: Dinner Party advertisement. It diminishes the female character by labelling her as a rodent, whereas the men are described as strong, fierce animals like a hawk and a wolf. Comparing the female to the rodent implies weakness and vulnerability, but the hawk and wolf implies independence and strength, force and masculinity. In addition to this, the female characters are dressed up in a very elegant way, showing off their bodies to the camera and are considered to be eye candy. The men look more professional and reserved, and acknowledge the women in a negative way showing how the advert is conforming to gender stereotypes and exaggerating them for personal benefit. This advert is similar to the Extra chewing gum advert as both play either gender to their advantage and use it to promote the product to their target audience. Both adverts portray women in a weakened way and do not show strength or independence in the slightest, but this is a different story for the men as they are shown as tough and powerful.

To conclude, the Extra chewing gum advert is just one example of how media represents gender in negative ways. It is clear that  different aspects of each gender are accentuated in order to make the product more appealing to a wider population. Men and women are shown in unrealistic ways and are stripped of individuality to show only what is expected of their gender, reinforcing the point that gender is represented in a negative way.