Study Task 3 - Constructing the other

CONSTRUCTING THE OTHER Task 3

Write an analysis (3-500 words) of one media image of your choosing. This analysis should highlight how the intended reader/audience would construct their identity by a specific reading of the text which is based on the 'othering' of other groups or individuals.
WKD Advert Missus Alert 

For this short analysis I decided to pick this specific WKD advert. Because its a sexist advertisement which plays on identities. I will deconstruct the features in this advert that portray otherness in the sexuality of men and women. There is a part in the advertisement where the bar man starts using a portable hoover to give the impression to the man on the phones wife that he is in fact still at work and the hoover noise is the cleaners which is a lie. Women and men can both relate to this, it is a stereotype that men are perceived as unreliable. 'Whatever there particular ideas and experiences, no body doubts that gender and sexuality provide to of the most basic narratives through which our identities are forged. For most people, identity is first of all a genders category but its characteristics are thought to derive from fundamental differences in male and female sexuality.' (K.Woodward, Identity & Difference,PP.184-185) These differences can be analysed as Men don't want to be pestered when there out with there other friends and want to be seen as the alpha male. Where as women just want to know what there partner is up to and make sure there safe.


This advert actively relies on the expectation of otherness as the advertisement is highly relatable to males as they will compare them selves to not only the main actor in the advert but all the men in the pub. Because they will of experienced or seen a similar situation.The advert is set in a pub a stereotypical place for manly man, with many of the men playing snooker and darts, a manly activity to partake in at the pub. Eg if they had created this advertisement in a wine bar or a restaurant it wouldn't have the same effect. Another example of typical male domination would be when all the other males in the bar stop what there doing it shows that they can relate to the man on the phone this is highlighted further when the barman has a specific bell for 'missus'.


The drink its self WKD isn't so much a masculine drink but there slogan for the alcoholic drink is 'Have you got a WKD side' The advertisement plays on this as though the whole telephone conversation is a joke and a bit of male humour which also is as relatable as the whole alpha male persona in the advertisement.

The advertisement is sexist towards women especially the part of the advertisement when the wife calls the man this portrays a typical needy stay at home wife. ' These controversies within and between popular and theoretical discourses and sexuality are further complicated by political disputes over sexuality as a site of personal power and social regulation. Feminist thinking has pointed to the cultural construction of sexuality as a means of mens power and control over women's bodies and pleasures.' (K.Woodward , Identity & Difference,PP.185) Although this isn't true with every relationship it is relatable as it is the typical scenario.

In conclusion the advertisement plays on stereotypical identities to create its otherness. It has been portrayed successfully because the key points in the advert are relatable by so many people especially the audience of the alcoholic drink.