In the beginning of the advertisement there is a ladies academy which represents women's being posh and composed. However this dominant representation of women portrays them to be unintelligent as they are trying to calculate how to get cheaper car insurance, as stereotypically women are bad drivers therefore are suggesting that women are not capable of understanding anything about cars let alone something as simple as car insurance. The long shot in the frame is to show the bored expression of all the women in the room as they feel that the equation is too challenging to understand.
As the Go compare man runs into the shot changes to extreme long shot and the women turn behind as he is distracting them, with his singing, although the man appears to be stupid and weird the women get up and dance with him. This signifies the dominant representation of women being good for entertainment and follow after the man as they sing along to the song.
Then there is a medium shot of two main women in the advertisement, one who is puzzled and the other who seems to be attracted by the strange singing man, this again emphasises the point that women are only interested in sex and are easily confused about anything else.
In this advertisement we see that Keira Knightly is coming out of the balcony in a shirt and bowler hat which are stereotypically men's clothing, she removes the clothing and decides to put on a red dress which connotes lust as her facial expression is seductive. This challenges the representation of women as throughout the advertisement she seems to be aware of her surroundings and is deep in thought, as if carefully planning out her actions, which would be an alternative representation of how women behave as they would be shown as oblivious, air headed bimbos. Whereas this representation of women portrays them to be secretive, alluring and classy. The close up of Keira Knightly's face shows her to be seductive and reflective, this however can be contradicted as this could simply show her beauty and a dominant representation of a vamp.
The product placement of the perfume is behind Knightly's back which could connote lust or could add further emphasise on the secretive. She then walkes through what seems to be a hallways of mirrors but the model appears to be more interested in finding someone rather than staring in the mirror as women are stereotypically narcassistic. The mirrors are used as an action code to show us, the audience, what the model is holding behind her back.
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