A pattern seems to be emerging in this blog because I was, yet again, inspired this week by an advertisement shown and discussed in one of my communications classes.
The ad in question is Dr. Peppers commercial for their newest soft drink Dr. Pepper Ten.
Just as a short introduction, I would like to say that I hate this advertisement.
I can honestly say that I have ever seen an ad -- print, television, billboard, or otherwise -- that is more sexist in my entire life. The main reason being because it is not just offensive to females, the tagline is "Not for women," but also stereotypes and degrades males, as well.
I consider myself something of an advertising nerd, so it's no surprise to me that sometimes shock-value and controversy are exactly what a company needs to sell products. It's hard to leave a lasting impression on a consumer in only 30 seconds, and pushing the envelope does greatly increase probability of information retention.
That being said, I can concede to the argument that Dr. Pepper's ad was effective. It certainly pushed enough buttons to get a people talking. And, in the advertising world, a lot of the time, all buzz is good buzz.
What I won't concede to, however, is the argument that this advertisement is funny, or entertaining, or good.
Not only does it stereotype women -- you're right, Dr. Pepper, no woman in the history of the world has ever liked an action movie. You got us -- but it also stereotypes men.
Or perhaps, like Dr. Pepper advertised, real men would never drink "girly drinks," all they want are explosions and guns and big, manly calories.
I understand why Dr. Peppers advertisement is effective. It uses it's controversy to create a lasting impression in viewers minds. But I believe they could have come up with a concept that was less offensive to it's target audience.
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