Representation of women in the Mc Donalds advert 2006



This advert compared how easy it is to win a prize in the new McDonald's promotional scheme by comparing it to how hard it would be for the man dancing to get the blonde woman. She says "shove of will ya" showing how shes in control and although its used to make fun out of the man dancing wierdly on the dancefloor, it shows how in todays society, women may be fetishised but they still have control. The woman here is very active and so opposes Mulvey's theory of the male gaze. Also, she is not dressed premiscuously so she is not a object of scopophillia.