GHD advert.

The GHD advert plays on the concept on parody, stereotypes and integrates post modernist ideas in the narrative through the way it pokes fun at the 10 commandments. This change in attitude may stem from social issues which are relevant to the 21st century such as the debate of secularization as Voodoo is portrayed to initiate power and change instead of religion.
Firstly, the advert is set in Black and white to initiate that GHD is an established and successful product which may encourage the audience to purchase them. It can also conform to the idea of Levi Strauss’s binary oppositions as it may reflect the stark stereotype of how females are either categorized as “whores” or “housewives” as both innocent and evil girls are portrayed in this advert.
Moreover, the capitalists ideologies are manifest as if you have these “GHD’s”, you will be successful in life by gaining popularity and the men you desire. This idea is put into practice when the female steals her “best friends” husband as she is too beautiful to resist. Not only does reflect heterosexual ideologies, but also shows how females are still subordinate to males as the male is forcing himself on the female highlighting his physical strength. This also conforms to Proppian’s theory of the Hero, as the male looks like “Hercules” and reflects a “damsel in distress” idea.
Patriarchy is also reflected through the way in which a male can ‘enjoy’ how the two sisters start fighting, almost in a pornographic style showing the extreme levels male attention can create between two siblings. Also, towards the end of the advert, a female collapses and the male grasps hold of her. This suggests that the male is symbolic of a crutch for the female and she is dependant on him for support.