Advertising and Marketing 

Advert - 

( Boots advertisement based on makeup )

The theorists that Im going to apply to this advertisement consists of ‘ Representation ‘ by Hall. He suggests that stereotypes help create meanings that can be based on inequalities. This implies that stereotypes help audiences to decode or encode advertisements and help to break them down ( also links to semioticcs by Banthes ). This can link back to the boots advertisement as all the women are shown to be wearing a face loaded of makeup which goes along with the stereotype that every female should wear makeup. Inequalities may be reinforced as female audiences could feel they have to look a certain to be able to fit into society. It may also add to the stress of the inequality of unequal pay and therefore cause females to feel socially excluded. 

Audiences may also feel targeted to have to be a certain way as men are absent thought the whole advertisement. This suggests that men can look and act anyway in order to fit into society, though it could suggest that men can also be underrepresented and stereotyped to not like makeup ( this view mainly targeted towards the gay minority ). 

This advertisement can also link back to Identity by Gauntiett as it may damage a persons self - concept. They may begin to create a negative impression towards the company resulting in bankruptcy and vast losses in customer acknowledgement.