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Essay / Research Paper Abstract
This is a 13 page paper that provides an overview of the Dr. Pepper Ten ad. A Marxist criticism is employed to show how the ad reinforces hegemonic ideas of patriarchal dominance. Bibliography lists 7 sources.
Page Count:
13 pages (~225 words per page)
File: KW60_KFpsy023.doc
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Unformatted sample text from the term paper:
drinks are found lacking. However, the advertising campaign utilized by Dr. Pepper to support this product has adopted a particularly curious stance: the drink is being billed as "not for
women" in a series of advertisements filled with stereotypically "macho" imagery. While the company contends that the ads are meant to be comedic in nature, the fact remains that such
ads are inherently alienating and serve to reinforce the hegemony of patriarchal and capitalist power structures at the cultural level. Notably, the patriarchy and capitalism are inextricably linked as dualistic
aspects of the same overarching power structure, and so both the Marxist and Feminist perspectives provide useful insights into the analysis of this cultural artifact. In the sense that the
ad callously reinforces outmoded conceptions of gender in an offensive, stereotyped, and alienating manner, it is of real concern to Feminist criticism of cultural artifacts; by the same token, because
these stereotypes are being utilized as a mode of consumer exploitation for profit, the Marxist perspective also provides a meaningful glimpse not onto into the artifact itself, but the sociological
intent of the advertisers. This paper will explore the emergence of these themes, the reinforcement of patriarchy and the exploitation of the consumer for profit, in the Dr. Pepper Ten
cultural artifact, through the lens of both Feminist and Marxist critical theory. Even through the most superficial analysis of the ad, it is clear that it is marketed towards
men. This is indicated superficially by the "Not for Women" tagline, as well as the use of all male spokespeople and iconography in the commercials. However, it is also evident
in the companys marketing efforts in support of the campaign. For instance, the company instituted a "mobile man cave" to be set up at various retail outlets to draw attention
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