I couldn't sleep- I saw a comercial that I couldn't help but come on to my blog and my week's Eureka moment. It was for orange juice. It's a new Tropicana version that is less calories and less sugar, and the woman who is obviously a perfectly fit and sexified house wife is overjoyed and dancing because of how excited she is to have tasted this new orange juice. Yes- I'm on a diet- so the new 50% "healthier" "Trop50" does make me happy, assuming it doesn't taste like artificial sweetner. But, I wouldn't exactly say that I feel like picking up a spoon and singing in to it like I have no other more important things to do like have a career? Also, this commercial objectifies women because the actress used is beautiful, blonde, and parched so she needs to run to the fridge in order to be saved by something, even if it is orange juice. She is wearing heels and a very nice outfit, so maybe she is supposed to be coming home from a long day at work- but judging by the brightness of the kitchen it doesn't seem like it's supposed to be after a long day of work. Her sexual dancing is completely irrelevant to the fact that its a commercial for orange juice. They even take it as far as for her to be doing a split at the end- and then show her hand reaching up and putting the glass on the counter, as if we cannot see what happens next.
And if I wasn't convinced enough with the TV down low so I couldn't hear the song choice... when I googled the commercial I found that these are the words associated with coming into the kitchen and finding low calorie OJ:
(song lyrics):"Well she's all you'd ever want,She's the kind they'd like to flaunt and take to dinner.Well she always knows her place.She's got style, she's got grace, She's a winner.She's a Lady. Whoa whoa whoa, She's a Lady."
(announcer):"Taste the goodness, Feel the difference"
Check the video out, and let me know what you think:
http://www.youtube.com/watch?v=_GzVpG3jfR4
PS- This was shown on late night Home and Garden Television (HGTV)
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Shaina – you are going to love my final project. Doing research on advertising / marketing focusing on gender issues has led me to believe that very little has changed when it comes to selling products by using women as objects. As this commercial reveals, this also applies to marketing aimed specifically at other women. I couldn’t agree with you more and what is probably both good and bad is the fact that I wouldn’t haven’t seen anything wrong with this commercial just a few short weeks ago. With just a little awareness, I actually find this advertisement disturbing because of all of the negative gendered issues it serves to reinforce. Now what is sad, is that I am so old that I actually know who sang that the song, Tom Jones.
ReplyDeleteIt is shame that we have to see the visiion of what women "should" be. Like if I drink that Orange juice I will look like that and not have a care in the world. I will be jumping around singing. I will tell you why she is all happy...because she got paid to do that. If someone pays me I will since in a spoon. LOL I learned in Psych of Women all about how the media uses body image and weight to get to women. It awful! I am not saying we should be fat BUT we shouldn't be told what to be!
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