Fem-vertising: Were Pantene #ShineStrong Advertising Campaigns Influenced by Capitalism or Feminism?
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Transcript of Fem-vertising: Were Pantene #ShineStrong Advertising Campaigns Influenced by Capitalism or Feminism?
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Fem-vertising: Were Pantene #ShineStrong Advertising Campaigns Influenced by Capitalism or Feminism?
Danianese WoodsUniversity of Southern Mississippi
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Medium is the Message
• Television reaches a large number of viewers and the successful transmission of the message is dependent on the way viewers encode the message.
• It is okay for the message to have different meanings and signs but there has to be one dominant factor for all viewers to understand or else the message becomes misunderstood.
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Three Meanings
• The preferred meaning is the message that media producers intended for and accepted by the audience.
• The negotiated meaning is how the audience partly agrees with the message.
• The oppositional meaning is that the audience has interpreted the intended message but rejects and disagrees with it, (Hall, 1980).
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Pantene Analysis
• Semiotic and ideological critique of two Pantene commercials by analyzing the denotative and connotative meanings
• The ideologies of femininity and feminism were used in the analysis of the Pantene ads
• Examination of how the brand was able to promote civic issues of feminism while generating a profit
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Labels Against Women Ad
• In November 2013, Pantene launched a commercial in the Philippines that shed light on the concept of double standards of gender in the workplace.
• The 60-second commercial portrayed men and women performing similar actions but were labeled differently.
• It opened up of the discussion about gender bias especially with the use of a hash tag to direct the conversation to social media.
• Labels Video
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Labels Against Women Ad• The preferred reading
of the commercial shows how similar actions can have two different meanings if the audience is told to view it that way.
• The men have positive words and the women have negative words associated with them
• Non-verbal actions change meaning depending on gender
Boss Bossy
Dedicated Selfish
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Sorry, Not Sorry Ad: Why are women always apologizing?
• In June 2014, the company released another commercial that depicted several situations in which women were apologizing as if it were a second nature response.
• It points to the bias of how women have to be apologetic and submissive to men.
• The second half of the ad is edited without the apology to show the differences.
• Apologetic “space filler”
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Sorry, Not Sorry Ad
• Depicts various ways that women interrupt or get interrupted
• Women give power to other people and become passive
• When edited without the apology, the women do not seem warm and soft, politeness changes to rudeness
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Capitalism or Feminism?• The Pantene commercials incorporate feminist
elements because the ads deconstruct established systems of knowledge by showing their masculine bias and the gender politics framing and informing them
• Advertisers change the mindset of what is feminine and establish positive associations with feminine terms.
• Most consumers of the brand are women, so the ads are appealing to women that identify with feminism or female empowerment.
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#ShineStrong
•But was it the advertisers’ intention to advocate for gender equality in the workplace and home or just a tactic to sell the shampoo?•Pantene is selling shampoo, although the product is never seen.•Will a bottle of shampoo give women the confidence and strength they need to face adversity?•Overall, it’s a creative tactic to utilize the current trends of feminism to sell a beauty product.