In 2015, “Always”, a Proctor and Gamble product, aired a commercial entitled, “Like a Girl” during a Superbowl commercial break. Since the Superbowl has such a large audience, the overall message from the commercial was exposed to millions of men and women, which is a seamless promotion for the positive feminist message and even the product itself. This award-winning commercial hit home for women, especially, all across America; it exposes one stereotype “women are weak” that is still embedded in society. The “Like a Girl” commercial uses Logos, Ethos and Pathos to destroy the idea that when performing an act, “like a girl” you are doing it wrong, in a weak manner or even in an embarrassing, humiliating way. We are introduced to the opening scene, a filming equipment and crewmen setting up to film against a dull, blue backdrop in a studio. We are able to see the camera crew for one prime reason. By doing this, “Always” uses Ethos as a way to connect the viewer and allow them to feel more involved. Quickly, the focal camera shifts from focusing on the surroundings, to focusing towards the steel-blue backdrop and the first character being interrogated; allowing us to feel like the director. Subtle music plays in the background as an arm holding a timecode slate interrupts …show more content…
Then, the young boy from the beginning of the video states whether or not he has insulted his sister by his “wimp-ish” interpretation of certain actions that were to be performed “like a girl”. “No, I mean, yes, insulted girls, but not my sister,” he answers. This boys answer proves that males from a young age often develop the idea that women perform weaker and even in a humorous way. We then hear the director ask an adolescent girl, “Is ‘like a girl’ a good thing?” she honestly answers by saying she doesn’t know but, to her it comes across like, “you’re trying to humiliate
Budweiser's heartwarming 2014 Super Bowl commercial (in which a puppy befriends a horse) has been ranked the most popular ad ever to air in the 50-year history of the NFL's premier event, according to a study from TiVo.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
The world is becoming more aware of the gender hierarchy occurring in our society. Men are consistently leaders and placed in positions of power while women are seen as inferior. Jean Kilbourne, author of “Two ways a Woman Can Get Hurt”, investigates this ideology as she looks throughout media and advertisements and highlights their sexually explicit commercials that degrade woman. In comparison, Allan G. Johnson, writer of Why Do We Make So Much of Gender?, discusses how the world’s view of gender has changed over time and how it has affected the world. Kilbourne and Johnson outline the presence of a gender hierarchy but do not accurately interpret why it happens. The underlying presence driving patriarchy is hidden deep in men’s resistance
This proves how the phrase like a girl should not be used as an insult because many girls who hit puberty question themselves if they are strong enough to do the same things men do. This commercial represents how as a women hits puberty their confidence shouldn’t lower. Hitting puberty should be a positive thing not a negative thing. When men hit puberty they are consider stronger and this should be the same for women. Women who have went through puberty could reject parts of the ad because they could had gain more confidence rather than loosing it. Some males might accept parts of the ad by agreeing that the phrase like a girl applies to every girl. Not all girls are strong, run fast or throw like an athlete but that shouldn’t categorize women to fall in to the phrase like a girl. In the commercial they asked a girl what did she advice girls who were told that they were doing things like a girl. The girl said that to keep doing what your doing because even if you’re not doing it right you will get better and you shouldn’t feel discourage to be a girl. The company Always makes girls feel confidence because they show how hitting puberty is only the start to becoming a better and a stronger
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
The Super Bowl is a game that has been and will continue to be watched and celebrated by almost every American. Friends and families gather to enjoy typical tailgating snacks, while watching the national football leagues. However, the game is not the only aspect of the Super Bowl that grabs society’s attention. Super Bowl commercials draw viewers in by using tactics that are never seen in an average commercial. As time increases and technology further develops, do Super Bowl commercials such as Kia’s “Hero’s Journey” use different tactics to try to grab America’s attention or do they waste their time and money as Bruce Horovitz believes?
Individuals since the beginning of time have always judged each other based on gender role preferences. Since we live in a digital era, those gender role messages from society can be strongly biased on both genders. Society has a way of also influencing individuals to accept its ideas on how men and women should live. Analyzing these commercials, we are going to see just how society is judging genders on their roles, behavior, and emotions.
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
Some typical sexist remarks include throwing like a girl, saying that a certain sport isn’t for women, or in general that women can’t do something that men can do. “Throwing like a girl” is not because women being inferior to men in terms of athleticism but because they are conditioned to move a certain way in a patriarchal society. This brings back the restriction of movement due to the contradiction women face in that society. Although women are of human existence, they are still limited in subjectivity and transcendence by existing in a patriarchal
Always generated a commercial named “Like a girl” in order to focus on the insult “like a girl” and how it has been effectively decreasing the confidence of females. Always decided to take the phrase and analyze the effects it has on multiple people by asking them to perform certain actions “like a girl”. The message of this commercial is to show that people of the female gender that they are not the connotation of these words and that they need to turn the stigma around and coin this phrase as something positive rather than negative. Always actively shows that the phrase “like a girl” is an insult to females and it is more detrimental to a female’s self-confidence than it seems and that her self-respect can decrease as she goes
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
When I was a little girl, the majority of the toys I played with were dolls and Barbies, but imagine if girls were exposed to a larger assortment of toys at a young age. How would our view on gender stereotypes be different? GoldieBlox published a video in November of 2014 that advertises their children’s toy while fighting stereotypes. GoldieBlox’s purpose is to persuade people to purchase their toy. In addition, this company is motivated to inform girls that they don’t have to act on cliché gender stereotypes.
Super Bowl Commercials are always the highlight of the evening. But the choice of the best commercial that is a little tougher. This years best commercial was the Hyundai commercial that stars Kevin Hart. They used comedy and goofiness to win over the customers. Kevin Hart is a comedian so he is best fit for the role of the over protective dad. The customers will remember the commercial if it is funny and as they think about the commercial more they want the product more. This is the year's best Superbowl commercial.
Negativity and discrimination against women on both reality and fictional television continues to change the way women see themselves. When watching television, one will notice that most of the famous, liked, and spotlighted ladies are skinny or what society sees as beautiful. These women also dressed impeccably and tend to their partners’ desires. Natalie Imbruglia states, “You’re either too fat or too thin, just can’t win.” Her quotation truly explains how society, especially through television, makes the average woman feel as if she is not enough. Average women are taught to believe they will never be successful or even loved because of how they look.