Dominant/Subordinate Advert (Analysis)

John Lewis Ad 2010 - Fyfe Dangerfield 'She's Always A Woman'

John Lewis produced this advert, the dominant group, which appears in this advert, is a well stabled family, the issues they raise in this advert is that John Lewis can cater for your needs from the early age of 16 to the gentle age of 60. However the dominant ideology in this advert is the lovely fairytale life, teenage love, a wonderful marriage, the perfect place to live, growing old and loving each other. These are all dominant ideas, which are sadly a bit unrealistic considering half of marriages end in divorce; not all pregnancies are planned and finally the love of a marriage very rarely continues on until the old fragile stage. I think this was selected to show that if you purchase John Lewis’s products the ‘quality, service, price’ will have such a positive effect on your life it’s like they’re almost guaranteeing they can give you that fairy tale beginning and ending. They use the aspect of lifestyle to respond to the claim made about the perfect quality and service, they could also be trying to encourage that John Lewis’s products will last until you are old which makes them that extra bit better then normal products.

Nike Women Commercial

Nike produced this advertisement; the group, which appears in this advertisement, is a woman, portrayed in a very different light. In this advert the women was presented powerful and strong emitting a radiating ray of light, which could represent her glowing success. She was training acting slightly masculine going against are stereotypical expectations because we would not expect a women to act this way. I think this representation was selected to show if you use or wear Nike when training we can make you as powerful or even more powerful then a man, dominant views of women present them in a very week manor, this subordinate advert shows readers that with the right equipment women can be just as powerful as men, allegedly? They have used gender to respond to their audience possibly targeting females more because of a decline in sales.