Thursday, March 8, 2012
Woman Power!
In class we have continually found examples of women not being in power or in charge. One woman who is always in charge is Judge Judy. She is ruler of her court room and of all of the people in it no matter what race, gender, and age. Even though she is a woman she has power because of her education and her status as a judge. She commands respect and does not tolerate nonsense. You can view this in the example below...
As you can see Judge Judy is ruthless in her courtroom. She has no mercy for those who she sees as guilty. Even the baliff is subordinate to Judge Judy's rule. Part of her power is due to the fact that she has a masculine quality which is aggression. This quality can also help sell products. For example the commerical about Crystal Light being a "woman's energy drink" and women not being good enough for "men's energy drinks" shows a woman agressively chasing two male robbers. She is running on foot while they are driving away on a scooter. The woman makes them subordinate by giving them a disapproving look and jumping at them to scare them away when she catches them.
This commerical effectively sells it's product by making women more powerful. It even ends with the saying "Girl Power To Go" and having a cop come say he'll take over, but he's late and clueless. So powerful women may be few and far between, but they do exist in media!
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I haven't seen much of this type of marketing before. I find it interested that product advertisement can directly appeal to so many populations. In this one the targeted population you could say that the target was more of a feminist population. The example of a strong woman who outdid all of those around them, and then the two stupid robbers in addition to the stupid cop being male, places her as being stronger, and smarter than the rest of the characters in the video.
ReplyDeleteI love your examples. I agree that some of the points in this class tend to lean more towards the negative connotations rather than the positive versions. I do like to look at the positive as well. Judge Judy is placed in a very strong role. In the past 10 to 15 years women have been making their slow move up the ladder and making the glass cieling the same standard for men and women. I would say thankfully that Judge Judy and many others have done a good job helping this along.
ReplyDeleteI like that you show the other side of the spectrum. We talked about masculine commercials in class as well as saw examples. I like the feminine commercial beacuse it shows advertisement for women. While the beer commercails show what its like to be masculine, the crystal light shows how to be a tough woman. Although I like the strong aspects of the women characters in this commercial, I do not like that it is considered a feminine drink because it is only five calories. Does this mean that anything low in calories is for women? This goes along with the perfect ideal of women. If women want to look their best they will eat/drink the things with the least calories and essentiall buy this product.
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