Let me first start off by saying that this blog is just one small step at attempting to change a much larger and significant issue.
When I first starting thinking about what I intended to blog about, I knew immediately what issue I wanted to discuss. As an advertising and public relations student, I have been exposed to many tactics and techniques used within the industry. I also like to think that, over the course of my four years in the PR/A program at Chapman, I have developed a keen eye at identifying advertising that attracts attention, good or bad. What has always baffled, shocked, and appalled me in advertising (even before I became an advertising student) is the media’s portrayal of women. It’s not hard to find examples of this – just flip through any magazine or television channels and one is sure to come across an ad or commercial that reduces women to a stereotype, or even just a body part.
While the most obvious way to observe the way advertisers view women are through advertisements that use a woman’s sexuality to sell their product, another instance of sexism in the media has recently come to light. Recently, Dr. Pepper launched an ad campaign for their new diet soda, Dr. Pepper 10 (the commercial is available for viewing here). Since marketers realized they faced the hard task of selling a diet soda to men, they centered the entire campaign around the idea that the new diet soda should not be labeled as a ‘wussy, girlie’ drink like other diet sodas; instead, they deemed the new soda so manly that is “is not for women.”
On the surface, this commercial may not stand out in anyway to the average viewer. After all, there have been far worse instances of sexism in the past. But this way of thinking is a perfect example of just how desensitized sexism in the media has become in our society. This campaign reinforces gender stereotypes that our society has been trying to abolish for years. Its entire message rests on the assertion that women are too fragile and delicate to handle the ‘powerful’ taste of Dr. Pepper 10. Not only that, but the company is blatantly excluding its entire female consumer base.
It is for these reasons that I am asking Executive Vice President of Marketing for Dr. Pepper, James R. Trebilcock, to pull the commercial of the air and issue a formal apology for its sexist message.
I realize that it is nearly impossible to single-handedly change the entire media’s image on women completely; however, through this blog, I aim to highlight one particular example of sexism in advertising and the media and hope to raise awareness on just how prevalent this issue is in our society. If my blog can help take one sexist advertising campaign out of the mainstream media, it could help motivate more people to take a stand against this issue and introduce/expose more people to this issue.