Representation Analysis

Representation Analysis

     As media progresses, representation is a topic largely considered when producing a piece of media.  While some companies stick to old fashioned stereotypes and norms, others branch out to try and give all minority groups screen time.
     An ad by Tide features a young white mom sitting on a couch in what looks like a house owned by a middle class suburban family.  She sits with her daughter in front of her, suggesting that she is a stay at home mom.  The mom, dressed in pink and sitting with her feet crossed, discusses the femininity of her little girl, dressed in camouflage.  She talks about wanting her daughter to wear pink instead of camouflage, and for her to be more interested in feminine ideas.  This ad uses long-established stereotypes of suburban white moms, making the mom out to be very traditional.  By putting emphasis on these stereotypes, it puts a bad reputation on stay at home white moms, representing them as homophobic, unemployed, and obsessed with regulating their children's lives.  The existing stereotype is therefore drilled deeper into the audiences watching.  The ad enforces ideas about the middle class mom that are already being thrown around, contributing to the negative stereotype. 
     In contrast to the Tide ad, H&M produced an ad promoting free expression and the breaking of boundaries.  The ad shows a series of clips of people from all sorts of minority groups, including a range of weights, skin colors, religions, and disabilities.  The ad does not directly address the representation variety, but instead unites the people through the idea of all of them "breaking fashion rules".  The ad is tastefully done and represents all groups in a positive light, showing them all happy and pushing limits of fashion.  This has a positive effect on the audiences that watch it, creating "feel good" emotions while also promoting ideas of equal representation.  The audience is drawn to the fashion, but also to the unique portrayal of all of the groups.  This makes for a successful ad by H&M from both a fashion and representation stand point.