Contemporary texts

'Diet coke break'
The advert for the diet coke is one of the adverts that presents women in a very contrasting ways, as they are presented as having the same interests and concerns as the men with the women working in the first part but then taking a break to have some coke, which presents them as being all about fun and temptation, which in essence presents them as weak.

The most contrasting and obvious change in the advert is the fact that the roles have changed between the two genders with the women taking a break, having fun and looking at the men, opposition to mulvey's male gaze and the men are the ones who are being sexually objectified. The men are seemed to be the bait for the women who in the advert are looking at the can of coke and not the men, which makes it even more ironic.