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Pantene

Life Beyond the Screen

With the newly popular theme of including feminist ideals in advertising—such as Pantene’s campaign against apologizing—I can’t help but express my gratitude. It’s nice of these companies to give a brief hint at achieving societal equality.

Ad Conscious and Self-Conscious

Dove tells me I am beautiful as I am. Pantene exposes the double standard between men and women. Always reminds me that “like a girl” should never be an insult. 

And suddenly I am transported into a golden era of feminism wherein I feel completely comfortable with my appearance, my life goals, and my femininity. 

Or maybe not. 

Size Zero, Flawless Skin

I can’t remember the last time I’ve seen a woman with a pimple on the cover of a magazine. I can’t remember the last time I’ve seen a woman with small breasts or a big stomach in an advertisement. The only time I’ve ever seen a woman in an ad with even slightly dry skin is in a “before” image.

Advertising Is Advertising Is Advertising

Advertising is advertising is advertising. I will preach this from the mountaintops. When people talk about the cultural ramifications of “feminist” advertising, I have to roll my eyes a little bit. Advertising has one main goal: to sell people things. The methods employed to make people buy  these things might change but advertising is not deep, it’s not intellectual, and frankly, I don’t think it’s all that important.

How to cite this page

Jewish Women's Archive. "Pantene." (Viewed on December 16, 2017) <https://jwa.org/tags/pantene>.

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