This is an Advertisement from Tampax Sport with Chloe Lukasiak talking about her favorite compact tampon.
Sex Role Perspective
The ad shows Chloe dancing and talking about how she loves using Tampax tampons, and how happy she is that they made a compact tampon. The ad is in a public space: a dance studio. It reinforces the female stereotype of women being dancers, but not in a negatively meaning way. Chloe is a known dancer from the show Dance Moms. She is a great model to show the product in action when she dances with ease. In my opinion, the ad is somewhat empowering and relatively neutral, as it shows her practicing her sport (dance), which is often scrutinized for trying to be considered a sport.
While dancing she is just talking about information on the tampon itself. She is dressed in a fancy sports bra and leggings while she spins on the dance floor.
The background music is pretty neutral. It could be seen as more feminine, but I could see it being used in a drug commercial that is for men and women.
Gaze Theory
To me, the ad does not conform to the male gaze. The music does not suggest any objectification of Chloe, as it is pretty neutral. She looks fresh and pretty, but is simply talking about how much she likes Tampa tampons. I do not think that men would find this ad pleasurable.
Shared by: Megan Jasen
Image Credit: https://www.youtube.com/watch?v=rFfyIKnxJF8&ab_channel=PlaytexTampons