Gender representation in Mad Men Gender is firstly represented in this clip from Mad Men, by the use of an eyeline

match to show the two men looking down at the womens lipstick catalogue. This has been show that the two men are looking down at the women which also shows that they are masculine men due to the fact that they are mocking the women. The mise-en-scene of the men shows them to be wearing suits, which further gives the impression of them being masculine and having authority. Sounds effects of the men laughing have been used further show how they are laughing at the women, which has been shown through a two shot, as well as a shot reverse shot through the progression of conversation. Continuity editing has been used to show that the story flows on in a natural way, which in this situation has been used to show how things are naturally done for the time in which the show is set. A cut has been used to show the two scenes changing. This has been used as we are told through the dialogue of the men that they refer to women as morons, which further backs up their gender stereotype as they are being strong and authoritative by expressing their opinion of women and how they are seen. When we are shown a shot of the women, we are able to see that their mise-enscene shows them to all be wearing dresses in bright colours, showing how they are feminine women. However, the woman with mise-en-scene of the red dress, shows her representation to be a sexy woman, due to her heavy makeup, and prop of a cigarette, which has been used to make her seem more attractive, as well as the use of a red dress, as red connotes love and romance. We are also able to see from the womens costume that they are all wearing jewellery, which further shows them to be feminine and girly. As the women enter the room, a match on action is used to represent the secrecy of the situation, which challenges their gender stereotype as feminine, girly women usually do as they are told and stereotypically do not go against the norm. A cutaway is used to show the way that the women are reacting to their situation, which adds to their stereotype of being girls in the sense that they have to try on the lipsticks, as well as making them seem nave. As the women go to try the lipsticks, we are shown a close up shot of what they look like, as well as asynchronous sound of gasps and squeals of excitement to represent the fact that they are unamused by little other than the fact that they are able to try on lipsticks for the day. The sound effect of laughing by the men has been added to show how they are further mocking the women and the way that they are amused by the littlest things. Dialogue has also been used by the men, as we are able to hear one man saying does anyone mind if I take my pants off, to which he is further being masculine, in the way that he sees women as an object, which adds to his gender stereotype of being a masculine man. A score is added as the sexy woman bends over to put out her cigarette, which has a slow bass, adding to the vibe of her every action fitting to the music and being slow, which further makes her seem attractive to men, and adds to her gender stereotype. As the men watch the women, low angles are used to show how men dominate over the window, which is also backed up by the location of the scene being a room in which there is one way glass. The prop of alcohol is also added to the men, which connotates violence, and adds to their gender stereotype of being masculine men. Finally, a match on action is used as the women bends over, to show the men staring at the womens bum, showing how they further see her as an object, as they feel they can look at her in whichever way they wish. The mise-en-scene and body language of the one masculine man shows that he salutes the lady in the red dress as she bends over and turns around, showing how she has more

authority that the other women, and how she is able to have some control over the men, despite the fact that they are masculine.