Advertisements are used to persuade and encourage a target audience into purchasing a particular good or service. This is done through many techniques and conventions. Advertisements are used to arouse emotions and feelings of a particular audience, either gaining or discouraging them into purchasing that good or service. The advertisement for Fisher and Paykel's intuitive washing machine is persuading both men and women who preferably have families to purchase the product. This is done through many techniques, conveying today's society of both men and women.
The written language, "Yes, it's a man lifting a finger" is constructed and directed to gain the interest of women into purchasing the washing machine so that the 'men' can capably operate the washing machine without any mishaps or without any assistance from the women. The name of the washing machine, 'intuitive' suggests that men can not think for themselves, and are not capable of operating any similar machines without the help of a stereotypical housewife.
The written text also comprehends that once you have purchased this product that women will have a lot more time on their hands, and men will be able to do the work that women do.
This ad is quite successful, having been published in the popular Vogue magazine. It was published in mid winter 2002. Back then the ad would have conveyed its message well to the general public, and still would now due to the ads modern approach.
The context is almost symbolic and categorizes men and women. It exemplifies that men are lazy and that women are housewives which probably is most likely to be true in the society of the day. The ad attracts both men and women. The women would believe that once they have purchased this 'every one can share the load'...