The male shop assistant is represented as very flamboyant. This representation is usually associated with women who are seen to be hysterical and emotional. This is shown through the mise en scene :in particular the body language as he runs off to find the dress in a very feminine way. This is in conjunction with a wipe and an ellipsis which cuts time. This implies that the woman is the main subject and is superior to the man as he is "wiped" out of the scene.
The editing reinforces stereotypes of women. The cutaway to the blonde woman shows she is very judgemental towards the other woman as the other woman does not have the money to buy the dress. This reinforces the stereotype that women are very judgemental about other women. However the facial expression of the blonde woman, as she looks at the older lady, was very sympathetic and contradicts this judgemental stereotype. Instead it arguably reinforces the stereotype that women are selfless.
The woman is objectified throughout the extract. This is shown through the camera work. The tilt shot showing the woman from top to bottom of her body reinforces the stereotype that women are viewed as objects by men. Also, the dialogue contradicts the stereotype that women are prudent as the women spends £3,000 on the dress which shows she is not careful with her money.
The wipe from the clothing shop to the gentlemen's club juxtaposes two different representations of gender. The gentlemen's club is very male dominated and the women's shop is woman dominated which portrays two different environments. In conjunction with the editing, the mise en scene also portrays the two different environments. The shop is modern, clean, full of expensive dresses and light colours representing women as superficial, glamorous and flighty. The club, on the other hand, is filled with smoke and old mirrors and paintings, wood and dark colours. This represents men as old fashioned, boring and not so glamorous.
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