Introduction
The United States is mainly a patriarchal culture characterized by male dominance, control, and centeredness. Women are expected to be subservient and play a supportive or submissive role. Some slight changes have recently occurred with many organizations and scholars advocating for gender equity. Commercial media shapes gender perceptions as they try to feature interactions between men and women at work, home, or recreational places.
Ad Analysis
The Secret Deodorant advertisement has been at the forefront of changing the mainstream beliefs on gender roles. Although there are other commercials with an inappropriate feminine theme, the “All Strength, No Sweat” campaign is empowering as it portrays women thriving in their passion.
Several gendered components in the advertisement showcase feminine appropriateness in a way that defies the norm. The commercial starts with a woman dressed officially and leading a boardroom full of men. Notably, in masculine cultures such as America, Men hold more positions of power (Laigo, 2020).
The presentation of different women in sports, providing delivery, and as professional chefs offers a different perspective of women. The implication of strict gender roles for women is that it creates biases and stereotypes. Examples of misconceptions in this regard include women cannot lead, the part of women in the kitchen, and they are weak, among others. The “All Strength, No Sweat” campaign rectifies such assumptions through visuals, songs, and messages.
Conclusion
In conclusion, the Secret Deodorant commercial is a perfect example of an appropriate presentation of women that defies the traditional norm. It shows how women can occupy different roles that were traditionally reserved for men. For example, a woman leads a board meeting while all men sit and listen, do sports, and work in the commercial set-up. People watching this advertisement are likely to start questioning their biases about the gendered position of women as weak and submissive.
Reference
Laigo, K. (2020). Masculine vs. feminine culture: Another layer of culture. WITI – Women in Technology International. Web.