The appliance as the background, not the model, of the ad.

The second ad I chose out of a series of lifestyle ads by LG is “Culinary Adventure.” This is the ultimate example of the appliance fitting into the consumer’s life and fitting the consumer’s needs. Even the copy says it loud and clear: “Adapts easily to your latest culinary adventure.” The woman in this ad is not surrounded by children, there is actually an absence of children in these ads, but there are men in all three LG ads I have chosen. The male in this ad is hanging out in the background, not a major part of the ad but still alluding that the woman may be involved with him somehow. Another thing is that while the woman is cooking in the ad, she isn’t being portrayed as “Betty Homemaker” because the appliance is behind her, she is in the forefront of the ad and she’s clearly only cutting fruit. She isn’t all made up with children at her feet, dirty dishes in her hands but still with a huge smile on her face. That’s unrealistic. This is much more believable. I would say this ad portrays more the young professional, or working mother, but not a homemaker. The progression that women have made it the workplace is reflected in the ads, even if the ad isn’t showing her in the office place it isn’t hard to imagine her in an office setting, where that setting was hard to imagine putting the women that appeared in 1960’s ads.