Analysis Of Pantene Pro V. How Women Are Inferior

1773 WordsMay 29, 20168 Pages
#whipit. The number 1 hashtag in the Philippines and number 3 globally on twitter on November 26th 2013. When Pantene Philippines released their advertisement, #whipit on November 9 2013 it reached worldwide attention. Then reaching 36 million views on YouTube. By Pantene Philippines creating this controversial advertisement, it’s not surprising they received global publicity. The gender stereotype that is being utilised to sell the product, Pantene Pro-V is how women are inferior to men. This advertisement represents how society labels women and the double standards that occur. The use of this stereotype helps sell the product by encouraging everyone to whip away the double standards that hold the target audience, women back because when you stand strong, you shine. My three points that I will be discussing to support this are, firstly the different stereotypes and labels for women and men, secondly the emotional undertones of the advertisement and finally, the empowerment of women in the advertisement. To begin with, for years, advertising and other media inculcate in consumers the cultural assumption that men are dominate and women are passive and inferior (Cortese, 2007). Social gender stereotyping is highlighted throughout the whole advertisement. Stereotype is usually a socially acceptable generalized collection of opinions around the world, social groups, race, gender etc. For example, femininity tends to be associated with passivity, emotionality, the body and

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