Seventeen Advertisement Analysis

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In Seventeen magazine’s October 2016 issue, amidst numerous ad campaigns that promote a diverse yet, overtly polished form of beauty, lays one of Secret’s Outlast “Stress Test” advertisements for their Secret Outlast Xtend deodorant. A narrative-driven ad features a female astronaut in her crisp white, American spacesuit with her upper body pushed up against a clear, mirror like surface. Her helmet and an open mascara tube float aimlessly. This image is placed under stark white text that details the accomplishments of the anonymous female astronaut - a top graduate of her class, an experienced pilot, and one of the select few for space travel. Her problem, and the most salient part of the short recap, is that despite her varied accomplishments, …show more content…
This particular issue has a focus on how to navigate the pressures of the current social media age and find one’s voice within in it. Similarly, the majority of Seventeen’s issues focus on self-improvement and self-empowerment. The teens that reach for this magazine as a sort of manual to navigate the hardships of adolescence are doing more than just searching for answers to internal complexities, but physical ones as well. The unpredictability of the young body causes for special attention to personal hygiene and Secret claims to assist in that and more. This ad and Secret’s entire “Stress Test” campaign is a part of the continued social movement for gender equality and increased representation of marginalized groups in non-stereotypical …show more content…
This common representation leads to the idea of the white male being the proper “explorer” and “pioneer.” Which is why when one attempts to bring to mind engineers, scientists, and other STEM pioneers, often times, their narrative is void of diversity. The ethnicity of the woman is ambiguous, so much so that she is relatable to both audiences of color and white audiences. The purpose of the ad is to empower women and girls. It also works to dismantle and redefine societal ideals of male associated characteristics, like strong and adventurous. The decision to place this model as an astronaut works towards widening the prototypes of those
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