Artifact

While I was watching the Bears game today, a certain commercial caught my attention. It can be viewed at the following youtube link:

http://www.youtube.com/watch?v=62PTmoFjEmQ

This commercial fits in with what we were talking about in class a couple of weeks ago--the use of sex appeal to acquire the gaze of the opposite sex, as well as the use of sex appeal for same-sex empowerment. It is obvious that, even though this is a woman's product, the marketing in this advertisement is geared toward men. Though women do watch sports on TV, it is a general assumption that the majority of the viewers are male, therefore the timing the commercial was shown at and the station it was shown on is integral to the analysis of the ad. Though everybody knows that "sex sells," and nothing really shocks me anymore, I was shocked for a brief second. Because of this ad, I don't think I would ever buy Reebok shoes. It is evident by the commercial that Reebok's interest lies in reinforcing gender stereotypes rather than producing high-quality, comfortable, versatile running shoes for women.

This advertisement sparked a rhetorical discussion with my boyfriend. I argued that this commercial might persuade husbands and boyfriends to purchase these shoes as a gift to their wives and girlfriends because the commercial may lead them to believe, "if she wears those shoes, she will look like that woman." This is obviously untrue, but the fact that the holidays are coming up is another reason why this advertisement is kairotic. As a woman, I do not feel empowered by this commercial, but rather, I feel isolated. If the commercial had mentioned other aspects about these shoes other than the ways in which they (might) tone my muscles, I would think of Reebok as a much more credible company. Instead, I am annoyed by the ad. Since when are running shoes about toning muscles? It is not the shoes that does that work, but the exercise itself.

Also interesting to look at are the comments on the youtube video--there seems to be a lot of hatred toward what some of the users dub "feminists". Several users say that the marketers are smart to use the method that helps sell their products. It may be a smart marketing strategy because it has been proven to work--but is it ethical? Just because someone rhetorically analyzes the advertisement and explores both sides doesn't necessarily make him or her a "feminist." (On the same token, the title "feminist" doesn't have to be negative.)