We have detected that the browser you are using is no longer supported. As a result, some content may not display correctly.
We suggest that you upgrade to the latest version of any of the following browsers:
close notification
MELTZ clothing store
The Billboard shows two men and two women advertising clothes from Meltz factory store. They appear to be in a jovial mood because the women are smiling.
This advertisement may be used to
1. Show that adverts have more than surface meaning. An innocent looking advert can have hidden innuendos.
2. Test the gender lenses of audiences and their ability to read subtle messages in adverts.
Trainer’s notes
In the Mirror on the Media Advertising research conducted by GL, participants in the female and male focus groups agreed that the advert relates to the product being advertised. They also felt that the advert is balanced as it shows both sexes in trendy clothes. Men felt that the advert dispels the notion that it is only women who like shopping for new clothes. They said adverts rarely show men modeling clothes, giving the impression than men are not interested in beauty and fashion. Interestingly female participants felt that while the advert tries to balance male and female, it still presents women as sexual beings. They noted that the two men in the advert are showing interest in the back woman with a revealing top.
Discussion Questions
1. If the men in the advert were not looking at the woman with the exposed tummy, would you have interpreted the advert differently?
2. How could this advert have been done differently?
Related GL Commentaries
Files to download:
  Subtlestereotype Meltz SA - 144485 KB
This article contains no comments

   More Interesting Topics
South Africa
   Industry Term:
Women Advertising Clothes
Other Programs
Gender and media community
Join our discussions, participate and have your say, receive our e-newsletters to stay in contact.

Login to our cyberdialogues, discussion groups and blogs.
Most popular stories
500 Internal Server Error

Internal Server Error

The server encountered an internal error or misconfiguration and was unable to complete your request.

Please contact the server administrator, webmaster@genderlinks.org.za and inform them of the time the error occurred, and anything you might have done that may have caused the error.

More information about this error may be available in the server error log.

Apache Server at genderlinks.org.za Port 80
 sq:0.048 0.177s - 322pq - 3rq