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MELTZ clothing store
  • 1722
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 - 141 KB
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