In the KFC advert, the man/father in the family is shown sitting down reading the newspaper, while the wife/mother is seen working in the kitchen, despite being pregnant. This suggests the stereotype that the male is either lazy or is sticking to societies values that women do housework while men go out to work. The man is dressed in red, a colour normally associated with power, strength and passion, while the wife and son are dressed in pale/passive colours. This again is a stereotype that men are the dominating or controlling force in a family environment.
In the restaurant, the male is seen leaning over the counter, showing his dominance over the woman serving him. The fact he is ordering from a fast food restaurant This may not have been intentional but again it reinforces the opinion that this male is the most important person in this advert. However the last scene of the advert, the man is seen sitting out on the doorstep with flowers, in order to apologise to his wife. This is a common stereotype that once men have messed up and want to be forgiven, the will come back on their knees to make up for their mistake. Although he isn't kneeling, he is sat down on the step with slumped shoulders, flowers in hand looking sorry for himself.
These stereotypes have been exploited fully to make the advert comical, yet it is very judgemental on men.
The technical elements of this advert do contrast with the visual codes, with the camera being used to show the change in status as the advert progresses. At first, the camera angle is level for the father and son on the sofa, however the camera shots of the woman are angled upwards, making her seem more dominating or important. When the man makes the joke about his wife, the camera angle then changes, showing a close up shot, yet it is now angled down towards him giving him a lesser status. The woman and son receive close up shots either empowering them or showing equality, showing they have the moral high ground once the man has made the joke.
The lighting in the advert are used to show the differences in mood throughout the advert. For instance in the first scene, bright lighting is used to show a happy, inviting, clean environment for the family yet when the man is trying to apologise on the doorstep, the lighting is dark and gloomy reflecting the mans mood.
Audio isn't a dominating factor in the advert however it does reflect some stereotypes. For example, the first time music is used is when the "Filler" is introduced, blues music is played. This could be seen as a representation of the brand as KFC originates from the Southern states in America, as does Blues music. Blues music is heavily related to black people as is the opinion that black people like to eat fried chicken so it could be seen that the advert appeals more so to the black community.
