Tv Ad Analysis:(Gender):

Negative Representation
This Lynx Effect advert heavily relies on its representation of women in order to get its message across; all men crave the women in this advert becuase they are "ideal", immediatly putting women in a more subordinated position with the men more dominant.
The narrative follows a man and his day-to-day activities (male gaze) as he is talked to by many women. Many phrases are said by the women including, "Oh nice, you noticed my breasts" and "Of course you can have some money for a lap dance". Already the women in this advert are represented at stupid or "blonde" as they are offering themselves just to please this man. An alternative representation of females in this advert could be that they are being self objctive, empowering themeselves so that the male is being used and removing tthe view that the females in this advert are victims of male desire.
The diegetic sound within the advert is mainly the women speaking connoting that women bend to this man's whim just by looking at him, tapping into more sterotypical gender roles of the stone-cold, silent male. The non-diegetic sound is reminicient of a "ladiesman" soundtrack, further connoting the type of person this man is.
Opening and closing with a POV shot, the audience is immediatly forced to identify with the male character and the situations he is in i.e. seeing both women and surroundings from his perspective. This POV shot also gives the audience a chance to view the women's "essentials" and seeing as this advert mainly appeals to a male demographic, this shot is very effective, adding a sense of voyerism.
This advert could have both a negotiated and oppositional reading as the women portrayed could be seen as either sex objects or self-empowering females. These readings hint at the ideologies the insitution holds as they could be promoting post feminism or just displaying a patriarcle society.
In terms of the mise-en-scene, facial expressions of the women in the ad are mainly overly-cheery while willfully offering themeselves to this man, again touching upon the sterotype of the "blonde bimbo". The position of all the women in the POV are all in the middle of the frame connoting that women are the only thing this man is after which in turn also gives females more power.