HowThree Advertisements are Similar — A Focus on Racial Stereotyping,Sexism and Slim Body Advocacies
Massmedia is any of the mean of communication such as television,newspaper, radio, magazines or the internet that are used to reach avast audience of the public. Mass media often employs variousstereotyping strategies to entertain, inform, or influence theaudience’s perspectives. Because of its ability to sell anyproducts or services effectively, mass media is playing aninfluential role in subverting the wellbeing and excluding certaingroups of people in the society and advancing certain ideologies tofuel capitalism. The three advertisements, the Sports IllustratedSwimsuit, the Nivea skin careandthe 50 cent Reebok commercial, are similar because they advance themeof racial stereotyping, amplify sexism and advocate for slim bodyideology. This paper explores the similarities in these threeadvertisements.
SportsIllustrated Swimsuit commercial is a popular advertisement magazinethat displays and markets different sports utilities, fashion andbeauty products. The magazine is popular in the United States,serving all the regions (SportsIllustrated Commercial 5).The magazine features a collection of images of women wearing theadvertised fashion and beauty products. The white women areoverrepresented. For the few black women who feature, the tone of theskin has been altered to make them look white, advancing animpression that the whitish look is more appealing than the darklook. The same is seen in the Nivea advertisement and 50 cent song.The images of the black character have been altered, changing theirskin tone from dark to whiter.
TheSport Illustrated commercial features the pictures that carry sexistthemes, portraying women nudity. The same is reflected for 50-CentReebok advertisement and Nivea advertisement. The 50 Cent Reebokcommercial features the video track of the song ‘A Little Bit’, arap song by 50 Cent. While the song was essentially meant to be aReebok advertisement, its video displays different scenescharacterized by nude women dancing, a move that is aimed atportraying sexist theme. The singer is also featured touching theminappropriately. The manner in which the women dance can also beinferred to be sexist. Indeed, on the contrary, when men arefeatured, they are decently dressed (Reebok.Com). An audience lookingat the 50 Cent’s video song would infer different ways by whichstereotypes against women are advanced. The manner in which thesinger touches featured women sends the wrong message that women aresexual objects. Besides, the way in which the women dance furtherreinforces the attempt by the song to portray them as sexual objects.The message of the song presents women to be physically andemotionally weak. Therefore, what the audience sees is how it wouldsubconsciously develop the notion that how the women are treated inthe video is how they should be treated in real life. In Niveaadvertisement, sexism is advanced by women in pajamas, exposing therest of the body to the sex-pervaded world. Another way is how themen in the video reacts to the new look of the woman. Their judgmentof the new look is merely about how it appeals to sex. This videocertainly makes the audience to develop certain stereotypes aboutwomen.
TheNivea skin care advertisement features a slim woman wearing pajamas,exposing most her body. She holds the Nivea lotion and applies intoher different body. Initially, before she started using the Niveaproduct, her skin is rough, and few men would be attracted to her. Asa result, the character appears frustrated about her look. However,with continued use of Nivea, her skin transforms, causing her tobecome sexy, stand out and be attractive to men. The women around heralso begin to envy the new look, while she looks happy and contended(Nivea). Like other advertisements, this video succeeds in advancingthe stereotypes at women in two ways. First, it deliberately choosesto use a female character with a slim body. Thereby, it carries thenotion that the slim stature is ideal, as opposed to the plus-sizedfigure. This position can be considered as a stereotype against theplus-sized figure. In Sport Illustrated Commercial, only the slenderwomen tend to be overrepresented, a scenario that can be inferred tosend the message that an ideal woman should be slender. In featuringwomen images of women who are nude, the Sports Illustrated commercialis certainly stereotyping women as sexual objects. The audience willcertainly look and judge the fashion on how they appeal to sexualthinking. Besides, in featuring slender women, the magazine isessentially stereotyping plus-sized women as non-ideal. The same isseen in the 50 Cent’s Reebok advertisement, where only slenderwomen are featured in the video and who the rappers touches‘suggestively’.
Inconclusion, it is indisputable that media is playing a crucial rolein advancing racial stereotypes against women of color, as well asadvancing sexism and slim body advocacies. Indeed, in the magazinesuch as the Sports Illustrated Commercial, the Nivea skin careadvertisement and the popular advertisements such as50Cent Reebok commercial, the featured women are slim, nude and thecolor appearance of women of color are with underrepresented or‘whitewashed’.
Reebok.Com.50CeNT LiVe iN Reebok– YouTube. 2017. Web. 26, March,2017<https://www.youtube.com/watch?v=Qzucr5eNH78>Nivea.Nivea Skincare Ad in HD. You Tube. 2017. Web. 26, March, 2017.<https://www.youtube.com/watch?v=i8PNbvAVqZs>SportsIllustrated Commercial. 2017. 2017.Web. 26, March, 2017http://facebook.com/SISwimsuit