The advertisement you just watch was Pantene Philippines, Label’s Against Women. #whipit. The number 1 hashtag in the Philippines and the third most popular hashtag on twitter on November 26th 2013. When Pantene Philippines released their advertisement on November 9th 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 when men and women perform the same role. The use of this stereotype helps sell
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The lighting is dark and gloomy to represent the emotion, sad or anger that women would be feeling. The lighting changes to bright to represent the woman taking a stand, making women feel happy and proud. A close up is used when the mother is sitting at her desk, late at night, working to show her stress. This allows the viewer to understand emotions and empathy for the character. Pantene used multiple settings such as work and home to show where the stereotypes can occur. Pantene used empowering visual cues for their viewers to believe that their product will help women to break free from the labels and will make them more confident. It is evident that the different stereotypes placed upon males and females are the leading edge for Pantene to sell their product. We’ve looked at how the stereotypes and labels are different for women and men but the emotional undertones also provides clearer …show more content…
Pantene has created this advertisement to show women to stand up and not follow the norm that society expects from them that women are inferior to men. At the end of the advertisement the words, don’t let labels hold you back and be strong and shine are a summary of the whole video. Pantene’s message is that when you stand strong, you shine. What is breaking the feminist stereotype is the fact that the advertisement is not aggressive. It’s not hostile towards men, it just shows the social injustice that must be changed by modifying the stereotypes presented and by encouraging women to not be discouraged by the labels. ‘Label’s Against Women’ doesn’t point out the offender, it does not blame anyone, it just shows the
The lighting is dark and gloomy to represent the emotion, sad or anger that women would be feeling. The lighting changes to bright to represent the woman taking a stand, making women feel happy and proud. A close up is used when the mother is sitting at her desk, late at night, working to show her stress. This allows the viewer to understand emotions and empathy for the character. Pantene used multiple settings such as work and home to show where the stereotypes can occur. Pantene used empowering visual cues for their viewers to believe that their product will help women to break free from the labels and will make them more confident. It is evident that the different stereotypes placed upon males and females are the leading edge for Pantene to sell their product. We’ve looked at how the stereotypes and labels are different for women and men but the emotional undertones also provides clearer …show more content…
Pantene has created this advertisement to show women to stand up and not follow the norm that society expects from them that women are inferior to men. At the end of the advertisement the words, don’t let labels hold you back and be strong and shine are a summary of the whole video. Pantene’s message is that when you stand strong, you shine. What is breaking the feminist stereotype is the fact that the advertisement is not aggressive. It’s not hostile towards men, it just shows the social injustice that must be changed by modifying the stereotypes presented and by encouraging women to not be discouraged by the labels. ‘Label’s Against Women’ doesn’t point out the offender, it does not blame anyone, it just shows the