This is a video advertisement for Secret Deodorant for Women.

 

Sex Role Perspective

This ad is a video that showcases multiple women (all women of color) using the deodorant in their careers. The women portrayed are:

  • Jessie Reyez: A Canadian singer/songwriter (29)
  • Camila Mendes: An American actress (26)
  • Swin Cash: An American basketball player (40)

What I enjoy about this ad and Secret’s new movement is using their advertisements to empower women. The ad is showing a diverse group of women who each use the product in their own way. Secret’s slogan is “All Strength, No Sweat”, which empowers women to be confident in themselves and be sure that they won’t sweat throughout the day. The company also creates empowering statements for each individual in the ad, as well.

The ad combined stereotypical feminine characteristics with stereotypical male characteristics in advertising.

Jessie Reyez

  • She is seen jumping on stage while performing and wearing more casual clothing.
  • She has a confident look on her face as she looks straight into the camera
  • At the end, she is seen slouching in a chair with her leg up on a counter, which is usually a more masculine position to sit in.
  • Jessie presents a more “masculine” character in her body position and clothing, as it is “not traditionally feminine” as in her flannel coat and not dressing like a “lady”.
  • Her empowering statement is “Don’t Sweat Taking the Spotlight”
    • Men usually are in the spotlight and women are in the background so this is telling women to take control and be in the spotlight

Camila Mendes

  • She is seen on a set in an elegant gown, pretty makeup, and styled hair.
  • She walks with a purpose and power and fills the space with her dress as she flicks it into the air with her arms.
  • She smells the deodorant with her eyes closed and then opens them to look straight into the camera
  • She presents the more stereotypical “feminine” woman in her scenes
  • However, she is also seen slouching on a couch eating a massive piece of pizza in an “unladylike” manner.
  • Her empowering statement is “Don’t Sweat Making a Scene”
    • Women are seen as “bitchy”, “emotional”, or “rude” if they make a scene, but Secret is telling women that it’s ok to show how they feel

Swin Cash

  • She is first seen bouncing a basketball in a bright blue business formal dress.
  • She confidently walks into a business meeting wearing the same dress.
    • she is the center of attention at this meeting:
      • sits at the head of the table
      • only one wearing blue; everyone else wears black
      • only her face is shown – the table of people are shown for a split second
        • there are equal men and women at the table excluding Swin, and all bodies are somewhat visible.
      • sits like a “lady” with her legs crossed and sits up straight, but has her basketball under her leg
  • Her empowering statement is “Don’t Sweat Calling the Shots”
    • this shows women that they can be the boss and be in control, not just men.

This ad shows women that there are many ways to be confident and powerful women, not just the standard of society.

 

Gaze Theory

I think this advertisement DEFINITELY does NOT objectify any of these women to sell their product. The aim of the ad is for women to feel empowered and not to be nervous or “sweat” being confident, powerful, and in control. The only small part that could be considered male gaze is when Camila has her eyes closed, inviting people to look at her, when she is smelling the product. However, I think this is a stretch, because I would hope that a man would not find that split second clip pleasurable.

 

Shared by: Megan Jasen
Image Credit: https://www.youtube.com/watch?v=TnDTbOKMghI&ab_channel=SecretDeodorant