 Tags: commodification, consumption/consumerism, bodies, emotion/desire, food/agriculture, gender, health/medicine, marketing/brands, media, eating disorders, subtitles/CC, 00 to 05 mins
Year: 2011 Length: 0:33 Access: YouTube Summary: This commercial for LAY'S® potato chips can be used to illustrate the common practice among advertisers to represent women's consumption of junk food as a (commodified) act of romantic love, intimacy, or sexual pleasure. In this particular spot, shot entirely in slow motion with Al Green crooning his classic "I'm So In Love With You" in the background, anticipation builds as the woman prepares to encounter her salty prince, err...snack. As she opens the bag, a flirtatious smile spreads wide across her face. She performs all the ritualistic feminine acts of falling in love (bites at her lip, bats her lashes, averts her eyes), adhering to a familiar cultural narrative of a school girl falling in love: she's playful, coy, and unmistakably giddy. Across the bottom of the screen the following words appear: "one taste and you're in love." Feminists have well-documented the ways in which women are persistently depicted as being tormented by an obsessive relationship with food (e.g., Bordo 1998). Recently, scholars have pointed to the ways in which chocolate has been marketed to women, equating chocolate to delightful yet sinful indulgence, sex, and a pseudo form of female empowerment. In the article "Women and Food Chains: The Gendered Politics of Food," Allen and Sachs (2007) place this marketing strategy in a socio-health context, stating that "dieting, anorexia nervosa, bulimia, and obesity—all on the rise—mark the confused messages that women should have perfect (thin) bodies at the same time that they are encouraged to over consume and indulge in junk food. Advertising and media play an enormous role in perpetuating women's obsession with thinness" (2). As these commercials about junk food suggest, advertising and the media also play a role in perpetuating the message that, for women, the junk food eating experience is similar to that of sex, love, and intimacy, all of which perpetuate a complex and often unhealthy relationship with food. In another version of this commercial, Queen's "Crazy Little Thing Called Love" plays in the background. Submitted By: Valerie Chepp
3 Comments
Nance
8/28/2012 12:34:32 pm
I'm fascinated by the way food and eating are marketed to women and how completely different it is from food sold to men.
Wilson Fox
6/9/2022 04:22:26 pm
I suffered from what they called peripheral artery disease (PAD). I have been suffering for years, Me and my wife searched for a medical cure, and then we came across a testimony of a man who suffered the same and was cured by Dr Chief Lucky. So my wife and I contacted Dr Chief Lucky via an email and thank God he replied. I explained what was wrong and he sent me herbal medicines that helped heal me completely. I am happy to say that herbal medicine is the ultimate and Dr Chief Lucky I am grateful. You can contact him on his email: chiefdrlucky@gmail.com or whatsapp: +2348132777335, Facebook page: http://facebook.com/chiefdrlucky or website: https://chiefdrlucky.com/. Dr Chief Lucky said that he also specializes in the following diseases: LUPUS, ALS, CANCER, HPV, HERPES, DIABETES, COPD, HEPATITIS B, HIV AIDS, And more. Leave a Reply. |
Tags
All
.
Got any videos?
Are you finding useful videos for your classes? Do you have good videos you use in your own classes? Please consider submitting your videos here and helping us build our database!
 |
RSS Feed