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| Due to image usage restrictions I used a picture of a girl in boxing gloves to support the idea of female empowerment. https://pixabay.com/en/girl-gloves-sports-boxing-429016/ |
In the Always commercials directed by Lauren Greenfield, girls and young ladies debunk feminine stereotypes making their primarily male audience see that these notions are not true. All the commercials take place on a stage with the director asking those people questions or telling them what to do. The majority of these people are female, but a few are male. The commercial appears to empower women especially young ladies undergoing puberty who are as Lauren Greenfield mentions, at a vulnerable time in their lives. First, the older females, boy, and older male showed the director to do perform actions "like a girl". Their actions mocked females. Then the director asked the younger girls to do these actions. They performed them just like a normal person would. They did not life their legs at awkward angles when running or did any task like the stereotypical girl. At first, the tone is light and innocent, but becomes more intense and exultant tone as these the girls filmed prove the feminine misconceptions wrong, correlating with the rising intensity of the background music. From another angle, one can say that Always is trying to advertise their products, but the problem is during the Superbowl, the majority of television viewers are men. Men are different than females in terms of sensitivity and presumably physical ability. When they say "You run like a girl" they do not attach much value to these spoken words. This is often used in a playfully insulting way. They do not realize that they are promoting a culture that portrays females as weak. Lauren Greenfield probably directed the commercial to show these males not only the results of their passive actions, but also make them realize that this culture disenfranchises females.
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