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Essay / Research Paper Abstract
A 3 page research paper/essay that offers a feminist critique of an ad for an oral contraception medication called alesse. Bibliography lists 4 sources.
Page Count:
3 pages (~225 words per page)
File: D0_khales.rtf
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Unformatted sample text from the term paper:
practical, clinically proven medication; however, it is impossible to tell this by the companys advertising, which features four beautiful women above a banner that reads: "The Alesse Girls, Theyre
on a mission and theyre on alesse" (Alesse ad). In much smaller letters to the right under this banner, there is the instruction that, to learn more, one should ask
ones doctor. This ad conjures numerous questions about how advertisers expect this ad to motivate increased sales of alesse. Analyzing the ad using feminist theory suggests some answers. First
of all, the women are staged in poses that are reminiscent of crime-fighting trio Charlies Angels, of TV and recent movie fame. An oriental woman is in the foreground in
a martial arts pose. To her right is a woman with brown hair dressed for a fencing competition in a skin-tight suit that is accented in pink, which complements the
pink background. Behind her is a confidant, leather-clad black woman, standing straight and tall with her hand defiantly on her hip. Behind her is a blond, wearing a pink boa
and sunglasses with her head cocked provocatively. Collectively, they conjugate the female action heroes going back to the original incarnation of Charlies Angels in the 1970s. Theres the inscrutable, but
beautiful, oriental; the incredibly smart, but beautiful, brunette; the strong, but beautiful, black woman; and, of course, the glamorous and beautiful blond. These women, set against a pink background--one
supposes so that femininity will be emphasized--are obviously meant to make the viewer think of female action heroes, which are a feature that has become quite common on contemporary film--Tomb
Raider and Kill Bill, quickly come to mind. These "female heroes are acceptable to the current generation of young women (and men) because they embrace masculine acts of heroism combined
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