Media
assessment – Burger King Advert.
1.
Representation of men – in the BK advert the
main man is presented as a very traditional man as he is not happy with the
small portions that the restaurant is serving (chick food) and was expecting a
big meal, ready to fill him up. This advert stereotypes men as strong,
powerful, and willing to do anything for
the BK burger, Another representation of men is that they are very dramatic
with the way they are singing, protesting & pushing the car over the
bridge, in a few of the camera frames the men are in bit groups working
together to get what they all need, as it is all the same thing. the first
target audience would be for men, as the also shows men’s independence through
the remix of “i am woman.” The advert it called “manthem” – which is a neologism
for man & anthem, man mean’s, An adult human male and
anthem means, A rousing or uplifting song identified with a particular group,
body, or cause. So by joining these two words is shows how men are working
together for a big cause (the BK burger). In the advert Burger king are trying
to say that with the burger, you will gain loads of friends and power. The representation
of men show that the psychographic groups that will eat this burger are; the
explorer who is always up for a new challenge and for trying new things, and
also to some extent the reformer, who is always up for change and will be happy
to protest for what they think is important.
Representation of women – the representation of
women is a slightly negative one, as there are not many women in the advert and
none of them have important roles they are also dressed in short clothes,
dresses and pink, cheerleading outfits, being used as eye candy for them men
while they are eating there BK burgers, the cheerleading outfit suggest that
the women are only there to support the men and cheer them on, this could have
a negative effect on the female customers because of the male dominance in the
advert, but on the other hand some women may think that if men are good enough
to eat this burger then why can’t they ? also they postmodernism may not be offencive cos the
sterotype is exaggerated- not finished.
