INTRODUCTION
Advertising, which was originally mostly used to promote products, is today a dynamic force that challenges stereotypes. Advertisers have the unique ability to uncover deep-seated prejudices and create inclusion through concise graphics, smart slogans, and captivating storytelling. This article goes into the transformational domain of stereotype-busting advertisements, investigating their capacity to influence society and human interaction. Join us as we navigate this world where creativity collides with societal development, freeing minds from assumptions and reimagining narratives.
PROGRESSIVE AD DEPICTIONS
1990s - Nike's "If You Let Me Play" commercial
Nike's pioneering "If You Let Me Play" commercial, which broke gender conventions in sports, debuted in 1995. This project included young female athletes advocating for equitable access and empowerment via athletics. Nike emphasised the tremendous importance of sports in girls' lives with appealing visuals and a forceful message, pushing for gender equality and breaking down barriers both on and off the pitch. This campaign remains a watershed event in sports and society, challenging preconceptions, motivating change, and promoting inclusiveness.
2000s - Dove's "Real Beauty" commercial
With its powerful message, Dove's classic "Real Beauty" commercial, which debuted in 2004, altered beauty standards. Dove challenged the media's restrictive standards of beauty with real images of women of all body kinds, ages, and origins. This commercial stirred debates on self-esteem, body image, and the value of embracing one's inherent beauty. Dove's "Real Beauty" campaign produced a long legacy by advocating inclusion and honouring real women, influencing a societal change towards more realistic and varied depictions of beauty in advertising and culture.
2010-20s - Oreo's Pride Cookies
Oreo Pride Cookies, also known as Oreo Rainbow Cookies, were a limited-edition product introduced by Oreo in 2012 to celebrate LGBTQ+ Pride Month. It engaged well with a socially active audience, igniting discussions and drawing widespread attention to LGBTQ+ inclusion. This successful marketing endeavour demonstrated the potential of a thoughtfully executed campaign to not only promote a product but also facilitate meaningful conversations about significant social issues.
2020s - Gillette's "The Best Men Can Be" commercial
In 2020, Gillette released the "The Best Men Can Be" ad, which addressed toxic masculinity and encouraged men to challenge and change their behaviour, breaking the stereotype of traditional masculinity. The ad shed light on important issues of bullying, catcalling, objectification of women, harassment, and toxic masculinity, with examples of men stepping in to intervene and promote respect. The idea behind the campaign is that men have the ability to redefine what it means to be courageous and virtuous.
The year-by-year chart of breaking stereotypes through advertising is not just a collection of campaigns; it is a testament to the power of marketing to ignite conversations, drive social change, and redefine societal norms. Advertisers have evolved from passive purveyors of products to active influencers of cultural shifts, and as they continue to push boundaries, they are rewriting the narrative of what is acceptable and challenging the status quo.
UNMASKING PSEUDO EMPOWERMENT
In the digital age of heightened social consciousness, companies find themselves compelled to connect with individuals while advertising their products. Brands, in an attempt to resonate with consumer values, often inject feminist, inclusive, and progressive themes into their campaigns. While some hold promise, many fall short of grasping the complexities of these subjects, often appearing insincere and superficially empowering. Furthermore, what was once empowering might have lost its impact and original intent. Phrases like #girlboss and #bosslady once shattered gender norms and fueled female leadership in traditionally male-dominated industries. They played a pivotal role in highlighting women’s representation and reshaping societal perceptions of their roles. The early 2010s saw Sophia Amoruso’s Nasty Gal popularize "Girlboss," yet today, these expressions can undermine women's professional capabilities, implying they need specialized labels within patriarchal domains. As such, Essie's "Bosslady" collection (2017) triggered mixed reactions, with some seeing it as a mere marketing ploy.
SELECTIVE NICHE APPEAL
In 2017, Dove’s "Real Beauty Bottles" Campaign, while aiming for inclusivity, drew backlash by inadvertently highlighting body-image concerns instead. Nivea swiftly removed an ad that proclaimed "White Is Purity" after protests raised allegations of racial insensitivity. In a similar fashion, Uber Eats' 2017 promotional push, urging husbands to let their wives take a kitchen break, coupled with food delivery discounts, was criticized as perpetuating sexism. Audi's "Daughter" Super Bowl Ad in 2017 divided viewers, with some accusing it of exploiting feminist themes for sales. Brands have increasingly ventured into capitalizing on feminist and empowering concepts, but they’ve encountered criticism for trivializing significant issues or perpetuating harmful stereotypes. Nike’s ‘Dream Crazier’ ad campaign of 2019, however, stands out for its impactful resonance. This campaign harnessed the collective emotions of diverse female athletes, reframing the label “crazy” and challenging double standards, body image ideals, and media portrayals. This message was overwhelmingly well-received by the audience.
CONCLUSION
In conclusion, year by year, ads have played a pivotal role in breaking societal norms and pushing the boundaries of prejudices.However, not all campaigns have struck the intended chord. Some unknowingly blur the line between authentic empowerment and pretense gestures of inclusion. The path to impactful advertising lies in a sincere dedication to meaningful empowerment, enabling these campaigns to leave a mark and genuinely promote both the brand and the cause.
تعليقات