Media tagged Gender

Dove Men+Care – Real Dad Moments

About

This “Real Dad Moments” commercial was produced by Dove for Father’s Day 2014. The ad features a montage of children saying “dad” with varied emotions and contexts. Frequently, the  calls for dad are accompanied by a father taking care of the child and helping or playing with them. Dove conducted a survey before the ad that found “three quarters of dads say they are responsible for their child's emotional well-being, while only 20% of dads see this role reflected in media.” Dove’s research team also found through surveys that “90% of men around the world say that their caring side is part of their masculinity and strength.” Dove goes on to justify the creation of the ad by stating “it's time to acknowledge the caring moments of fatherhood that often go overlooked.” The ad was launched with a hashtag campaign where Dove encouraged viewers to use the tag #RealDadMoments and #RealStrength to share memories of their father on social media after the ad was shown. 

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Dove, Thought Before Action

about

This 2013 advertisement is a follow-up to Dove's iconic "Real Beauty" campaign, which aimed to promote a positive body image by celebrating women's bodies of all shapes, sizes, ages, and colors. In past advertisements, the Unilever-owned personal care brand demonstrated how drastically a photo can be transformed with Photoshop. In this ad, Dove attempts to "raise the stakes" of the Real Beauty campaign "by speaking directly with those responsible for manipulating our perceptions" - art directors, graphic designers, and photo retouchers.

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Droid - Pretty Commercial

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This 2009 commercial for the Droid cell phone positions itself in opposition to the major competitor, the I-Phone. It argues that the Droid is “not a princess – it's a robot”, and that it “trades hair-do for can-do.”

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Dr. Pepper - Ten Commercial

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Dr. Pepper 10 is a soft drink that was launched in 2011. This commercial is a parody of an action movie, and the actor speaks directly to the camera when he presents the tag line of the ad campaign: “It's Not For Women”. The soda can itself asserts that the drink has “10 BOLD Tasting Calories”.

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Duluth Trading Company – “Doll” commercial

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This 2015 advertisement for working wear clothing retailer Duluth Trading Company features Nora, a rancher, performing her everyday work and activities while a voiceover states, “I’m not some doll with pretty blue eyes, shining blond hair, and cute little everything. And a perfect car, and a perfect house, and a perfect blouse. Nope, I’m no doll. Just like he’s no pretty little pony.” With each statement, Nora is shown demonstrating a rancher’s version of these stereotypically valued feminine traits, such as removing work goggles over her blue eyes, wearing the company’s clothing and work gloves while loading up a pickup truck with lumber, decorating the ranch house with a head of antlers, chopping down a tree with an axe, carrying barbed wire, and working with her horse. The ad ends with the message, “Duluth Trading. Highly capable clothing.”

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