Visual imagery can be a very persuasive tool, which advertisers use to their advantage everyday when bombarding consumers with flashy graphics and attention grabbing, perhaps even risqué scenarios. In "On Reading a Video Text," author Robert Scholes lays out his theories regarding such visual imagery and its underlying meaning. Scholes asserts that modern advertising plays a role in what he refers to as "cultural reinforcement," which he defines as "the process through which video texts confirm viewers in their ideological positions and reassure them as to their membership in a cultural body" (620). The Herbal Essences commercial I have chosen to analyze demonstrates such "cultural reinforcement" through its focus on female sexuality (620). The Herbal Essences ad centers on a female attorney who is erotically shampooed by three attractive men in the middle of a courtroom. The attorney moans suggestively throughout the scene and finally emerges from the shampoo shouting in ecstasy. Such suggestive and sexually charged commercials can be seen as the "cultural reinforcement" Scholes describes, by helping to further the stereotypical view of women as sexual objects who can easily be manipulated by men.
Works Cited
"Herbal Essences." Youtube. 04 September 2007 <http://www.youtube.com/watch?v=qAXtXyydzPA>.
Scholes, Robert. "On Reading a Video Text." Literacies. 2nd ed. Ed. Terence Brunk et al. New York: Norton, 2000. 619-623.
3 comments:
I think that you did a great job summarizing your commercial and tying it in with the Scholes reading. I can see the point you are trying to make about the stereotypes that pervade your ad, but I disagree in that I don't think many people would use sexist stereotypes as a tool for cultural reinforcement (just my opinion). Although the topic is an unfortunate reality in society today, I think I would focus more on the concept that sex sells and how in America we often subscribe to this trend to a great degree. Although my views differ from yours a bit, I definately think you cited examples from your commercial well and covered your topic effectively.
I see your point about women’s sexuality and their sexual harassment by men. I think that it is not only about women’s but also men’s sexuality, especially in the Dr. Ruth’s statement at the end of the commercial about the body wash. Personally to me, the situation presented in the video did not look like any sexual manipulation of anybody: everything was done with agreement and enjoyment of both sides. Anyways, it is quite normal that different people see things differently; moreover, your thought was fully supported with details and explanations of Scholes’ notion of “cultural reinforcement”, that it is hard to disagree. I would only suggest thinking about other sides of American culture in this commercial, as for example trying to create positive and comfortable environment at work in the sense of human relations as well as working conditions.
My actual interpretation of the imagery presented in the Herbal Essence commercial, was rather opposite. I think that the cultural reinforcement, as defined by Scholes could be seen as rather positive. The main character is not only professional and intelligent, but beautiful and sexual. The shampoo boys are there at her beckoning, and although she is “out of control”, she is uninhibited and happy. By the introduction of Dr. Ruth furthers this concept, as she was the first accepted, public figure who based her studies and fame on exploring feminine sexuality and exploration. I agree with the obvious subject as being female sexuality, but wonder if commercial messages are always meant to be negative.
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