negative representation of women

This advert is a Mr muscle advert for washing up detergent, it consists of a female ‘housewife’ he is trying to clean her sink but is finding it very difficult and is in need for some help, then Mr. muscle comes along ‘to the rescue’ and gives her Mr. muscle cleaning detergent and it works, then saves the day – this is apparent as she is so thankful towards the end when she says ‘oh thank you Mr. muscle you’re a life saver’. I chose to use this advert as it is a negative representation of the female, as she is shown to be weak and helpless because she cannot simply clean on her own and is in need of help. Not just help from any person but a ‘hunky’ male almost superhero like to come and save her from her troubles. This representation foe hr makes it seem as if women cannot do nothing on their own and always need a male around to save them, it also makes males look much stronger and dominant then women this therefore places women in a subordinate group, because of things such as what is shown is this advert as she couldn’t even complete a simple task of cleaning without male attention.
other ways in which this could make her come across as a negative representation is form the situation she has been placed in and form the mise en scene, as she is in a kitchen making her seem as if she is a ‘house wife’ and this therefore encourages that role in society for women; which is not quiet the case today as women today are very successful and in some jobs seem more than men. This advert is one that may have been appropriate in 1960s as many adverts then which involved women mainly showed them as housewives however after the 1990s more dominant roles where given to this. Therefore this advert almost challenges time and make the audience question if women are still perceived in the same subordinate way as they would have been back then.