Key Theory - David Gauntlet - Theories of Identity

David Gauntlet - Theories of Identity

Gauntlet believes that despite many negative perceptions of the Media, audiences are capable of constructing their own identities through what they see on television. Additionally, he wrote there are now many more representations of gender than the traditional 'gender binary'.

• Budweiser Advertisement;
• The women are represented as sexualised through the outfits they're wearing, they're wearing tight swimming costumes and Budweiser is commonly a males drink so they are thinking that if they get this drink then they will get a girl like that as they will be drawn into the advertisement due to the image used and then they will get the false hope that you will receive this attention from buying and drinking this drink.

• Atra Advert
• The advert in this is trying to show that if you males shave using Atra then you will get the girl aswell, calling her as an 'advantage' so she comes with the razor, so giving the male a bit of false hope that if he shaves using this then he gets a girl aswell. 

• Action  Jeans Advert
• This advert is trying to say that if males purchase these jeans then they will be able to compete well in sports, as males are represented as the more sporty gender ecspecially in things such as martial arts which is being shown in this advertisement.