In our everyday life, in almost everything that we see in commercials, movies, TV programmes, etc , there are some certain ideologies. When we check this ad out, what attracts our attention at first sight is the two imperative sentences which read as “Do not feed the birds” and “Save your money for driving lessons” together with the image of the product and the two boxes right below the image of the product. The sentence in the boxes reads “It’s not for girls”. The name of the product is “Yorkie” with a little difference in the letter of “O”.
When we come back to the first sentence in the ad, we see that it reads “Do not feed the birds”. In this sentence, it is very easy to see the function of the “birds” as object pronoun because when we look into the features of a bird like being “defenseless”, “vulnerable”, etc. we can observer that these features are connected to the female sex, that is, the girls in the ad. The “birds” are metaphorically identified with the “girls” who emphasize the femaleness and thus gender discrimination by constructing such kind of connotations. Another word to be focused on in the first sentence is “feed”. Here there is somebody in the role of “the feeder” and another one in the role of “the fed one”. Hence, the “feeder” is related to patriarchal hegemony, namely, the power of man over woman, and the fed one is merely connected with woman. In this sense, it suggests “Man feeds woman”.
It can be implied that in these connotations they go a little bit further by uttering such kind of imperative sentences. It indicates that you may lose your power as a man if you feed woman. So it is not difficult to see the hesitation over or rather struggle for possessing power between man and woman. Moreover, the ad is not limited with these. The latter part of the ad reinforces the ideology of the man’s hegemony over woman. It reads “Save your money for driving lessons”. Both “money” and “driving lessons” are identified with, or at least attributed...