Final Project SCS 100

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Alexis Ulibarri SCS 100 Dr. Ford 06/20/22 Final Project Alexis Ulibarri Southern New Hampshire University Dr. Carey Ford June 20, 2022

Alexis Ulibarri SCS 100 Dr. Ford 06/20/22 Part One: Google: Body Type : The first ad that I examined focused on highlighting the importance of representing diversity. The people in the ad are expressing visible joy, complete with laughter and dancing. The people in this ad are of all different shapes, sizes, ethnicities and ages. Olay: #Makespaceforwomen : The women in the second ad, where Olay is raising money for women in STEM via the sale of an antiaging cosmetic, seem to be confused and frantic. Their appearance is very glamorous with full faces of makeup despite the fact that they are about to be shot into space. Panasonic: Your Inner Man : The men in the Panasonic advertisement are all smiling and appear confident. A unique and personalized design adorns each of their hairy chests. There are some men with symbols that are traditionally seen as masculine, while others proudly display imagery such as a ballerina, assumably speaking to the universality of the tool, no matter your interests Pantene: #SeeBeautyNotGender : The women in the Pantene commercial are all working professionals. They seem to be focused on the task at hand and calm. They are all dressed in varying levels of attire. The narrator has a steady tone and is urging the reader to look at their character rather than physical appearance. However, the slogan preaches otherwise.

Alexis Ulibarri SCS 100 Dr. Ford 06/20/22 I think that social scientists should be able to conduct research objectively because that is how they would produce the most illuminating results. That doesn’t mean that they can’t examine biased references, which can assist the researcher in hearing all sides of the issue. However, one must be cautious to use objective language when relaying those sentiments as to not give the impression that they, too, hold those beliefs. No matter the effort that a corporation puts into making tough subjects like body image, gender roles, and women’s and trans rights palatable; if the consumer isn’t for progress, they’re not buying it. The purpose of all of these ads is to approach tough subjects in a lighter, less political setting. However, the inclusion of trans people in more media is not going to make transphobic people less so. On the same token, if I saw an advertisement making light of a subject I found to be a massive threat to my ideology, it certainly wouldn’t change my mind. Part Two: Google: Body Type The underlying message is one of body positivity. There has been a push to rid the fashion and media industry of it’s unattainable physical standards in the last 10 years. This product is centered around embracing individuality and celebrating our differences rather than excluding imperfection from the public eye. Olay: #Makespaceforwomen This ad is intentionally taking a humorous jab at the emphasis on women led STEM programs in the 21st century. They casted actresses who would obviously know zilch about rocket science in the real world to promote this product, with the promise of donating to women who do. I think the ad is a bit misguided in it’s purpose and seems counterproductive to me. Panasonic: Your Inner Man

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Alexis Ulibarri SCS 100 Dr. Ford 06/20/22 I think that the meaning of this ad was to highlight the spectrum of masculinity and all those who exist on either side of it. Gender norms are continuously being degraded in the 21st century, and along with that comes the absolution of toxic masculinity. Toxic masculinity describes an idea that men are to be stoic, logical, unemotional, and rugged. The ad challenges that by including symbols that wouldn’t traditionally be associated with a product for men, like the ballerina. Pantene: #SeeBeautyNotGender I believe that this ad was intended to show Pantene customers that the company is LGBT+ friendly. This tactic is becoming more and more common, as the topic of transgender rights is heavily debated in the public sphere. The advertisement aims to break the cycle of judging someone by their appearance. Although I think that the message is important to be shared, I find it hard to believe that it would end up changing the mind of someone who vehemently opposes transgender rights. Part Three: How has the image of masculinity changed in the public eye since the 20th century? It will be helpful to consider the history of gender roles not only in the 20th century, but their European roots as well. This will require an anthropological perspective, meaning that one must consider the environmental, social, and cultural factors that play into the fabrication of norms. Toxic masculinity is something that affects every man whether or not they recognize its influence. It is the source of half-hearted excuses for violence, misogyny and sexism. As we all should know by now, gender expression is nothing more than what you make of it. That being said, men affected by toxic masculinity tend to blame their trauma based behaviors and actions

Alexis Ulibarri SCS 100 Dr. Ford 06/20/22 on the fact that they produce testosterone. Preforming research such as this may illuminate the prevalence of toxic masculinity portrayed in media and encourage a more progressive and fluid image of masculinity. “Google: Body Type • ADS OF THE WORLD™: Part of the Clio Network.” Ads of the World™ , https://www.adsoftheworld.com/campaigns/body-type. “Olay: #Makespaceforwomen • ADS OF THE WORLD™: Part of the Clio Network.” Ads of the World™ , https://www.adsoftheworld.com/campaigns/makespaceforwomen#collection-lb-content. “Panasonic: Your Inner Man • Ads of the World™: Part of the Clio Network.” Ads of the World™ , https://www.adsoftheworld.com/campaigns/your-inner-man. “Pantene: #Seebeautynotgender • ADS OF THE WORLD™: Part of the Clio Network.” Ads of the World™ , https://www.adsoftheworld.com/campaigns/seebeautynotgender.

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