Influential Material part 6

Marks and Spencer Advert:
This advert showcases femininity off to its best potential. Firstly the women used in the footage are all iconic models so therefore they immediately portray the female gender in a positive light. Their costuming throughout the clip is constantly changing and helps emphasise the women's figures but also the clothes themselves provide connotations of femininity with their soft, tonal colours, pretty embellishments and vivid patterns. The different sets used throughout the footage all reinforce the feminine nature of the advert and sometimes provide a masculine contrast - such as the plane runway and the royal guards sequence with Lisa Snowdon. The best aspect of this video I feel is the music - Cheryl Lynn 'Got To Be Real' it simply exudes femininity and provides a good tempo for the advert to work to. The strong female voice helps enforce the stereotypes of the women in the advert but also to draw the audience in to the clip. The reason why I am using this as inspiration is because of the high amount of feminine connotations used throughout the clip - the costuming, the music, the characters, the set design and the props.