Print advertisements last longer as they are in paper form so they can not be taken down as easy as video adverts can.

They also build reputation and trust.

Print advert also means longer attention span as u are made to read it or look at it longer.

Higher frequency of viewing

Men have twice as much dialogue as women across over 13,000 video game characters. This suggests women are vastly underrepresented in video games. Women are crafted to be objects of beauty, with revealing outfits.

Race

A vast multitude of games feature characters of various ethnic backgrounds in a multitude of positions, suggesting a lack of discrimination in this sector. However certain racial stereotypes still do exist in a wide range of modern gaming.

Franklin- gta ethnicity

Pros- someone of colour put in a position of power.

Cons- Franklin holding a bat- could show that he’s dangerous. In a gang. Over use of the n word

Cat woman- Batman gender

Pros- actually a woman in a video game. Powerful woman

Cons- outfits skin tight, revealing. Advertised towards men

Pros- woman dressed in armour- showing that I woman can play that role in a game

Gender- women in music videos are objectified as objects of sexual desire, emphasised by revealing clothing and provocative personalities. This is trend hasn’t died across decades of music videos, despite vast strides in feminise and female representation in the general media.

The Bechel Wallace Effect

The observation that, in a large majority of television and films (hopefully not so much now), if there are two female characters talking on screen, it is always about a man.

The male traits include: physically strong, angry, uses violence to solve problems, dominant, competitive, leader, protector, hero etc.

The female traits include: the mother and carer, not listened to, sensitive, caring, emotional, sexual objects etc.

This can be through the cameraman, the male character on scree or the spectator who is looking at the scene.

Critics say this led to the reinforcement of stereotypical roles for both men and women.

I also asked if they tend to skip adverts and 75% said yes and 25% said sometimes.

Another question i asked was if they interact with adverts and 75% said no and 25% said yes. Do the adverts you see serve its purpose making you buy it was another question i asked and the results shown that 50% said sometimes, 25% said no and 25% also said yes all the time.

From the results i have gathered that people prefer video adverts as they are seen to be more entertaining than a still image. They also skip adverts and i believe its because of the lack of interest as some of the content may not be relevant to the individual.

Even in a perfume advert made for women, there is still a man positioned next the woman. When the man is looking right at the woman it portrays the idea that women are objects, there to be looked at, and in most cases the woman has very little clothing on or none at all. Perfume adverts have typically relied on fantasy narratives, utilising the sensuality of sound and music to evoke intimacy and emotion. Associations between scent, sex and romance have led to objectification and stereotyping of women, particularly celebrities- treating them as the products on sale. However, I will argue that some adverts have begun to challenge these representations by repurposing the artistic freedom.