Film Analysis Of Pantene Commercial - 1030 Words

This commercial for the Pantene Gold Series explains itself beautifully in its description, â€Å"Pantene presents a poetic celebration of African American hair elevating it to a standard not seen in mainstream beauty media. It features women and girls who are beautiful, confident, vibrant, and elegant and who draw personal strength from the strength of their hair – its texture, its style and its history† (web). This commercial was created to advertise the announcement of new Pantene hair products created uniquely for Black women. It empowered black women’s bodies by representing their hair in powerfully positive ways. Not only did the commercial center specifically on this empowerment, but it went even further to uplift black hair’s†¦show more content†¦As a proudly self-proclaimed afrocentric womanist, I can honestly say from the bottom of my heart that I’m here for it. From all angles, the commercial evidenced a deep commitment to the celebration of all kinds of black hair and the community it represents. This is the kind of media representation that Black women both need and deserve. Black women’s need for positive hair portrayal in mass media is crucial to the development of our self-worth. In a society where attractiveness is generally recognized as a woman s most admirable quality, most women (especially those who don’t fit into the beauty s tandard) are aware of the subtle rules for feminine appearance and behavior. For black women, this means understanding our large setbacks within the scale of attractiveness based on skin color alone, and compensating for them through over-commitment to other ways of acting out normative beauty. Rose Weitz deconstructs this concept in specifically when she says, â€Å"Within the black community attractiveness still primarily centers on having light skin and long, straight hair. Since there’s little one can do about one’s skin color, much of black women’s attention to their looks focuses on their hair† (Weitz, p. 224). In creating and uplifting the white beauty standard, society had to destroy and degrade the black one. Mass media’s marginalization of Black hair encouraged multiple generations of Black women to relate so heavily to theShow MoreRelatedAdvertising Advertisements And Body Image1645 Words   |  7 Pagesshe apologizes.† Each of the women interviewed for this paper had a different self-orientation regarding issues of gender and feminism. This Match Between Product and Role is the third theme, and is also impacted by self-schematic issues. This film, made by our agency, sees Lynx exhort its young male audience to get out there and make the most of their hair while they still have it, running through a bucket list’s worth of awesome moments that await them. 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