LO2: understand the context within which adverts are positioned
task 1
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The Kärcher Window Vac TV Advert rules over the way we clean our windows and takes away the problems faced such as water marks and drips. This is shown by comparing the traditional method of cleaning a windows with the 'modern' method. This works because the two methods are contrasted in what appears to be real time; as a result, the Kärcher Window Vac is more effective. The 'norm' of this advert is the two character's roles that are played; the woman is cleaning inside the house with the efficient equipment while the man is outside the house carrying a bucket, a step, a cloth and window wiper.
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The female stays dry while water runs down to the males feet. If this advert were to go against the norm the audience would see a change in these roles and it would be the female carrying all the equipment outside that house wile the male stays in the dry. I think the advert would sell because the main focus is the ad is the product, which I believe is presented really well. On the other hand audiences may not adjust to a woman working the tougher job than the male in an advert and question why she is using traditional methods rather than conventional. It depends on the views of the audience that will trigger a response.
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The money supermarket commercial from 2016 and is an example of an advert that goes against the norm. What makes the ad stand out is the male character dressed in the tight shorts and high heels. Audiences don't usually see a male character in female clothes on television which makes it stand out from other price comparison websites. The impact of the advert is successful as the 'strut' is something the audience will remember and possibly talk about furthering the commercials view count. However, I believe some of the camera angles and movements the male character makes would cause an audience to feel uncomfortable.
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Also we have to consider: if a woman was playing this character, how would the audience respond? This particular shot would have caused complaints as it can be demeaning towards women; their body parts are exposed in an explicit way. It is likely that Money Supermarket would have had to consider who they were targeting their advert towards - it shouldn't be viewed by children and most men would find it uncomfortable to watch. This means their target audience would be women as many would find the commercial amusing.
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