The Yorkie advert was created in 2002 and caused national controversy through their slogans and blatant sexism. The advert was released with the slogans 'not available in pink' and 'its not for girls'.
The company found themselves in a tough situation during their bid to increase brand awareness in Liverpool, as they would hand out Yorkie bars in the city center exclusively to men. This resulted in council members asking the company to include women during this, to which the company refused and were then asked to leave.
It's obvious how much of a storm this advert created, but whats more shocking is their video advert for the brand.
The advert follows the story line of a woman who dresses up as a man in an attempt to buy a Yorkie bar. The advert contains many stereotypes against both men and women, for example: it presents the stereotype that women are infatuated with beauty, as the woman falls at the last hurdle of her aim to pass as a man, because the cashier comments on how pretty her eyes are. Additionally, men are stereotyped as preferring more sexual items of clothing on women, as the cashier asks the woman 'stockings or tights' to which she replies 'stockings.' During the end of the advert after the woman is refused her Yorkie bar, the rest of the customers in the store are also women dressed up as men in a bid to receive one.
The idea that women have to dress up as a man just to receive something as ridiculous as a Yorkie bar is blatantly misogynistic and stupid, although it's advertising is actually quite smart.
The brand targets both men and women, despite it's sexism. Patriarchal men who share the same views as the advert (some things are exclusive to men, and other things are exclusive to women) may find this advert humorous rather than offensive, and the controversy the advert stirred probably added to this. The advert targets women through the use of excluding them. It plays on women's need to get even and seek a form of revenge; in this case that form of revenge would be to buy the product to prove that a Yorkie bar is in fact for girls as well. I would say this advert targets the Resigned, as it typically can be older people who share these patriarchal views. It could also target the Reformer, as they are socially aware and would want to prove this advert wrong.
The Pantene 'Labels Against Women' advert was released in 2013, and exposes a gender bias double standard. The advert presents the idea that women are negatively labelled for doing the same things men do, however men are praised for doing these things in comparison.
The advert shows women and men in high power positions and how they are viewed based on their gender. For example the business man is shown as the 'Boss', whereas when the advert transitions to a woman, the writing behind her reads 'Bossy'.
The advert specifically targets women, because it again plays on their need to get even and to break these stigmas that are held against them. The advert also targets men however, as the different labels against men and women are an enigma code, because they make us question why our society still holds these views. The song in the background is 'Mad World' which can be viewed as a symbolic code, as it solidifies the main message of the advert, that we as a society need to do better in order for women's lives to be equal to men's.
The text at the end of the advert reads 'don't let labels hold you back, be strong and shine.' This can also be a symbolic code, as it empowers women and motivates them to break these ideas and to live their lives without worrying about the way others perceive them. The advert targets the Reformer, as they pride themselves on tolerance and equality. In terms of Maslow's hierarchy of needs, the advert plays on Esteem issues for Women- it encourages confidence, self esteem and gaining respect.
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