Argentinean condom advert

The 55 second advertisement conveys every teenage girls lustful nightmare, where she’s about to take the next step with her boyfriend but she’s interrupted by her parents. The use of the young heterosexual teenage characters allows young audiences to self-identify with the characters with their boyfriends and how sex can be a big pressure within teenagers today.

The first shot consists of a tilt-up shot of the teenage girl propped on top of a kitchen counter, whilst “making out” with her boyfriend. From the tilt-up shot and passionate kissing the targeted audience can tell that theirs a sense that their intimacy is getting serious. The image then focuses on a close up image of the television, whilst everything’s faded out. The television conveys children’s programmes which links to further in the advertisement when the teenage girl’s childhood is focused upon, and the division between childhood and adulthood. This could then further suggest the stereotype of sex being a “grown up thing”, which could further connote she‘s not grown up enough.


The general mise-en-scene of her outfit consists of school uniform which  beats the conventions of every young girls dreams of falling in love with the older guy (sense of the labelling theory). The non-direct mode of address also allows the targeted audience to voyeur upon then. Especially, when the next shot conveys a point of view shot of the girl playfully pushing him away and running off. The diegetic sound of her giggling could connote a sense of her being childlike. The medium shot of him conveys him with a lustful expression. She then skips down the hallway giggling and lifting her skirt up so the guy can see a glimpse of her knickers. The point of view shot allows the audience to see the scene from the guys perspective which also then allows us to see it through a males eyes of this young attractive girl who‘s throwing themselves at you. The way her body is turned away from the character gives us the impression that not only is her boyfriend voyeuring upon her but so does the male audiences. As she’s skipping away, the light turns brighter around her and the way she’s also wearing white connotes the sense of innocence whilst also emphasising her being childlike by the way she’s playfully skipping. The way the lighting turns from low-key lighting to higher key lighting could connote that they are out in the open and in daylight. The dark low-key lighting suggests that their intimacy was secret and hidden behind clothes doors whilst the high key lighting, plus the voyeurism also gives a sense that people could now be watching them.

The institution of the advert then focuses on a birds eye view of the guy getting on top of her whilst she’s on the sofa. Her facial expression and teasing giggles not only connote that she’s giving him the lead on but the way he’s above her gives the impression that although she uses her sex to control him, he has more of a control over her as he climbs on top of her. This then gives the sense of binary opposition, between the division of matriarchal and patriarchal dominance. The use of the birds eye view also allows the audience to believe that something is going to happen which leads to the archetype stereotypes of young underage sex in society today.

The close up image of them kissing could connote that its getting more passionate. Theres a close up image of a deers head on the wall, its eyes seemingly staring at her which could also connote that eyes are watching them but they are not aware of it. Another strong focus of the advert is when the camera focuses on a medium shot of a framed photo of the teenage girl. The fazed background connotes that even though the frame isn’t the central image, that the institution are trying to convey a strong focus to it. The image of her as a young child could connote the division between her as an innocent child to how she’s growing up. The image being black and white which gives us a sense of it being old-fashioned whilst if we look in depth, the white could be a symbolic connotation of her innocence whilst the black could be a symbolism of how she’s growing up and the things she’s getting up to. The non-direct mode of address could also give the target audience a sense of the young girls innocence as a child. 

Straight after this medium shot, the image turns to a long to medium shot as she reluctantly pushes him away scared. This could then link to the phrase: “she’s trying to grow up to fast” , whilst the denotation suggests that she’s not ready to take the next step with him. The way he the coaxes her and tries to encourage her also gives us a sense of realism in society today as some young girls who have sex with their partners have admitted to being pressurised into it. This advert gives the parents an idea of being informed and educated about this subject, whilst also being wary of what their children are getting up to. 

The medium shot of his grin and the way he pulls out a condom could connote that their not only trying to advertise the condom but that their trying to show that with it your invincible as it gets her attention and she becomes more relaxed. This could connote to the audience that with this media product, they’ll be no obstacles in your way. Which, is then contrasted with the interruption of her parents who have just come back from holiday. The teenage nightmare consists of her dad getting angry whilst her mum looks at them anxiously. The point of view shot coming from her father connotes that the institution is trying to get us to see this scenario from the fathers point of view. The way the couple are tilted down and the father is tilted up could connote that the fathers portrayed to look more fierce and that theirs a change in control. Firstly, it was the guy in control, now it’s the angry father getting angry with the boyfriend. This then further gives us a sense of patriarchal dominance. The humour next is contrasted with the concept of the scenario as the father points to the condom in his hand and the guy opens it and starts chewing it to make it look like gum. The humour conveyed almost connotes that the institutions are trying to make fun of the scene. This then contrasts with realism as realistically a father wouldn’t buy this get out clause but the fact that it got the couple of the hook, connotes that the media product is powerful and can overcome anything.

There’s no voiceover or music within the advertisement which could also connote a sense of realism, as this is if it’s a real life scenario.  The target audience would socio economically be aimed at a D.E category and aimed at young audiences as they will be able to self-identify with the characters as well as being informs and educated about it.