An Analysis Of 'I M Sorry'

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“I’m sorry” is said to be a phrase most women are familiar with. In particular, studies have shown that, in fact, women do apologize more than men in circumstances where they may either be the culprit or the victim. Earlier this year, Pantene has created the commercial advertisement, “Not Sorry”, which begins by depicting the powerless roles that women play in society and, then, ending with a self-empowering motive for all women to follow. The advertisement voices a clear message for all women to “be strong and shine”, particularly, in the presence of men. Demonstrated throughout Andi Zeisler’s article, “Worst Sales Pitch Ever”, feminism is noted of being fostered in modern day advertisements. Pantene’s “Not Sorry” advertisement focuses primarily…show more content…
The preferred social identity of a person’s gender has no similarity to their sex for the reason that sex (the labeling of male or female) is something that is biologically assigned at birth. In simpler terms, gender is a set of conventions that cannot be associated simply to nature (Williams Lecture, 10/21/14). In the article, “What It Means to be Gender Me”, Betsy Lucal emphasize how gendering is an activity “we cannot break out of” within society’s dichotomous gender system (Lucal 794). Pantene’s “Not Sorry” advertisement presented a Western approach of “doing gender” where women were portrayed as the passive, apologetic and inferior sex who had social interactions with men who, in the various scenes, were culturally signified as the dominant, respected and superior sex. The social construction of gender was illustrated in Pantene’s “Not Sorry” advertisement in the act of each scene presenting women of different cultural backgrounds undertaking the stereotypical behaviors formulated to their gender by…show more content…
They were able to open their viewer’s eyes to a world where women no longer have to be hesitant when stepping out of the shadow of a man. Unfortunately, the Pantene advertisement was entirely exclusive seeing that it ineffectively contributes the male’s perspective. Consumers were given scenes that fed into the victimized role of women in society, yet were not given the authentic standing point of a man, solely associating the negative stereotypes that were formed against them. Throughout Nancy Dowd’s article, “Towards a New Theory of Feminist Jurisprudence”, she argues that “men pay a price for privilege” (Dowd 58). In other words, they are held to standards in society to constitute the label of a “masculine” man. In society, masculinity is defined as a social construction of the male, a construction that is not simply attained biologically. Accordingly, the socialization of manhood must only be achieved through making heavy sacrifices, possessing masculine attributes and creating emotional, self-sufficient barriers. Dowd illustrates the two important pieces of masculinity which were “not [becoming] like a women and not [being] gay,” therefore forcing all men to be similarly situated with each other (62). In her article, Dowd made it evident that “certainly, it is indefensible to ignore the disadvantages and

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