Qingling (Ashley Cheng)
Lecturer Suzanne
FTVMS110
16 May 2016
‘Advertising’, writes Rosalind Gill, ‘simultaneously uses, incorporates, revises, attacks and depoliticizes feminist themes and ideas’ (2007, 94). How does Special K’s ‘Own It’ advertisement engage with such themes and ideas?
The Kellogg’s ad attacks feminist ideas by using self-consciousness of women to sell their product, and uses feminist ideas by telling the audience ‘Lets be perfectly imperfect.’ (YouTube. “Special K Own It 60) Therefore, Special K’s ‘Own It’ together is a great example of how advertisement engage with feminism themes and ideas by “simultaneously uses, incorporates, revises, attacks and depoliticizes feminist themes and ideas” (Rosalind Gill 2007, 94).
The …show more content…
The ad begins with footages of women looking in a mirror unsatisfied with their own appearance. Accompanied with “Fact: 7/10 women have an I hate my body moment, every single week. That’s a lot of women, wanting to change something”. This indicates many women are unsatisfied or not happy with the way they look. Every women featured in the beginning are looking at something different on their body “boobs, skin, arms, legs, hips”. The scenes all take place in different situations, such as swimming pool dressing rooms, before a party, in dance studios, before work, in clothing shops, after showering, before weddings and at regular times. Emphasizing the pain point, by signifying how often and multi-environments/situations women are unsatisfied with their body. By showing diverse environments and situations, making this concept relatable to a lot of women regardless of their lifestyle. In result, Kellogg’s opened their market wider by relating to a broader range of women. The Kellogg’s ad feeds off self-consciousness of women by directly addressing this problem, and then openly declaring ‘Lets be perfectly imperfect.’ Thus elevating attraction by going down the same path of thought as the …show more content…
The Kellogg’s ad sell their brand and product by saying “Lets focus on stuff we can actually change, instead of the stuff we can’t, what if we are nicer to ourselves, and put good things in our bodies?” Footages of a women happily munching on Kellogg’s cereal fills the screen. Which is connoting that eating Kellogg’s cereal is ‘being nice to yourself’ and ‘putting good things in your body’, even though eating Kellogg’s cereal wont directly fix the issue. But by using this technique, Kellogg’s is trying to suggest that their product is the bridge from un-satisfaction to satisfaction, unhappiness to happiness. Just as how Scott summarizes as “The postfeminist imaginary is very much characterized by the reconciliation of feminism and consumption with the remaking of feminism into desires and identities that can be realized through consumption.”: (Scott
Lecturer Suzanne
FTVMS110
16 May 2016
‘Advertising’, writes Rosalind Gill, ‘simultaneously uses, incorporates, revises, attacks and depoliticizes feminist themes and ideas’ (2007, 94). How does Special K’s ‘Own It’ advertisement engage with such themes and ideas?
The Kellogg’s ad attacks feminist ideas by using self-consciousness of women to sell their product, and uses feminist ideas by telling the audience ‘Lets be perfectly imperfect.’ (YouTube. “Special K Own It 60) Therefore, Special K’s ‘Own It’ together is a great example of how advertisement engage with feminism themes and ideas by “simultaneously uses, incorporates, revises, attacks and depoliticizes feminist themes and ideas” (Rosalind Gill 2007, 94).
The …show more content…
The ad begins with footages of women looking in a mirror unsatisfied with their own appearance. Accompanied with “Fact: 7/10 women have an I hate my body moment, every single week. That’s a lot of women, wanting to change something”. This indicates many women are unsatisfied or not happy with the way they look. Every women featured in the beginning are looking at something different on their body “boobs, skin, arms, legs, hips”. The scenes all take place in different situations, such as swimming pool dressing rooms, before a party, in dance studios, before work, in clothing shops, after showering, before weddings and at regular times. Emphasizing the pain point, by signifying how often and multi-environments/situations women are unsatisfied with their body. By showing diverse environments and situations, making this concept relatable to a lot of women regardless of their lifestyle. In result, Kellogg’s opened their market wider by relating to a broader range of women. The Kellogg’s ad feeds off self-consciousness of women by directly addressing this problem, and then openly declaring ‘Lets be perfectly imperfect.’ Thus elevating attraction by going down the same path of thought as the …show more content…
The Kellogg’s ad sell their brand and product by saying “Lets focus on stuff we can actually change, instead of the stuff we can’t, what if we are nicer to ourselves, and put good things in our bodies?” Footages of a women happily munching on Kellogg’s cereal fills the screen. Which is connoting that eating Kellogg’s cereal is ‘being nice to yourself’ and ‘putting good things in your body’, even though eating Kellogg’s cereal wont directly fix the issue. But by using this technique, Kellogg’s is trying to suggest that their product is the bridge from un-satisfaction to satisfaction, unhappiness to happiness. Just as how Scott summarizes as “The postfeminist imaginary is very much characterized by the reconciliation of feminism and consumption with the remaking of feminism into desires and identities that can be realized through consumption.”: (Scott