Beyonce Pink Britney - Pepsi Commercial

 

 

This commercial for Pepsi starring Beyonce , Britney and Pink i feel represents women positively , portraying them as the subordinated individuals breaking through to the dominant group. Although  in the initial stages of the commercial the three women appear to be subordinated , shown in settings with low-key lighting , 'sexy' costumes and enclosed spaces as though they are trapped in comparison to the shots of Enrique in high-key lighting and open settings , this theme is then juxtaposed showing the women as the characters in power.
The women are first shown to break the typical stereotype when they throw in their weapons and break into song , were in effect they are in control of the crowd in the stadium surrounding them shown by the crowd singing with the characters.
In the advert it appears as though the women are using their sexuality and femininity as a weapon instead of being suppressed by it , connoting that they have the power to use such features to control those around them.
The shot near the end of the commercial where Enrique "the ruler" is standing in front of a lion with a vulnerable expression on his face , shows the switch in the binary opposition within the advert (Women .vs. Men) as it contrasts with the final shots of the women who are drinking the product standing in a powerful stance. I feel that the advert is stating that women can receive the power from the product acting as a means of breaking through the patriarchal society.

Dove Perfect Curves (30 sec)

Although to the average eye this advert may appear to be empowering for women through the use of the “average” sized woman , showing off their curves , this advert in my opinion does quite the opposite representing women in a sexual manner subordinating women.

The use of blow up exercise balls can be used to connote the ideology that women are merely play-toys to the dominant groups within society such as the typical white middle-class male. This prop is used throughout the advert and in a number of close up shots with the women sitting and/or bouncing on them.

An example of this is at 0:06 seconds into the advert where there is a close up shot used of the women’s bottom and lower stomach whilst bouncing on the ball to demonstrate the desired ‘elasticity’ received through using the product. Although this can appear as a innocent shot, the shot may also be seen to show the woman in a provocative position in slow motion aiming to lure in the male gaze and gratifications for men so they will go out and buy the product for their partners/wives etc.

As well as this there are a series of shots of 3 women standing together in their underwear comparing their bodies with one and another , playing with the exercise balls and getting very close to one and another which could reflect male fantasies .

Although the adverts claims to “campaign for real beauty” and aims to empower women I belive that the advert shows women negatively as though they are simply objects of which are existing to entertain men.