Representations of women in advertising

This advert gives the idea that women are addicted to shopping, especially younger women. In this advert the clothing item is meant to symbolise cocaine which is an addictive drug, the women that are pretending to take the clothing item/drug are dressed up as if they were going to a night club and look a mess. This is a lot different to the stereotype that women are usually at home looking after their families and cleaning the house, it does't show them nurturing anyone and gives the ideology that young women have a wild side. Other ideologies that this advert gives are:

• Young women are care-free about spending money on clothes and having a good time
• Young women are addicted to looking good
• Young women are quite senseless and aren't looking to settle down
• Young women are all about having fun and enjoying themselves

The audience for this advert is targeted at young adults or teenaged women because they're stereotyped by the media for being out of control and wild, it is shown that younger women are usually out clubbing with their friend. This advert is aimed at the target audience to persuade them to buy clothes from them because the item they sell are addictive and wild. 

This is different from other adverts because usually women are seen as playing the role of a house-wife and a mother, a woman is usually portrayed as someone that is supposed to be cleaning the house, cooking or looking after her child. Another way that adverts represent most women is by sexualising them as objects of desire for men, they're usually seen in seductive poses with hardly any clothes on, unlike this advert the women aren't posing for anybody.