Analysis Of Dr. Pepper Ten

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What is the definition of a man? Is he the hero in an action film? The good guy that kills the monsters? An outdoors man that prefers to hike in the woods and canoe across a lake? According to media and marketing in our society, yes. He is all of these things. And what do all of these “manly” characteristics have in common? They are independent and women only seem to drag them down. Dr. Pepper recently introduced a new variation of their original soda that has sparked quite a confrontation regarding gender discrimination. The name of the new soda, “Dr. Pepper Ten,” comes presented with “ten manly calories” and the slogan “not for women,” which is an undeniable case of sexism. Dr. Pepper Ten commercials promoting the above definition of a man…show more content…
It is a lesson that we all learned as we grew up in our culture. Unfortunately, this idea has been thrown out by today’s media and advertising. Marketing is all about the look of the product, and the Dr. Pepper Company has completely reinvented their original look for their new drink, Dr. Pepper Ten. The new look was intended to attract a more masculine customer-base for their new low calorie beverage. Gunmetal gray became the color scheme because of its masculine feel and industrial rivets were introduced onto the can. These new additions associate the can with physical labor and imply that men do all the hard work while women sit back and participate in the easy jobs. However, the renovation doesn’t stop there. Dr. Pepper went as far as to change the letters to a bold new font as if the Dr. Pepper Ten soda is more important than the other drinks made by the company because it is, what the industry considers, “manly.” Not only does the new look focus of stereotypical gender roles, it also offends customers, both female and male, by the way the low calorie drink is…show more content…
Pepper Ten was released. Commercials aired on television featuring macho men being the hero in action movies and using the soda to fuel them for their wild adventures. These ridiculous ads swarmed major networks, such as FX and ESPN, networks that a man would be assumed to watch. Many women were rightfully offended by the commercial’s vulgar messages such as "Hey ladies, enjoying the film? Of course not! Because this is our movie," as if women were inferior and could not participate in such adventures. Are women not valued as costumers at the Dr. Pepper Company, and what about those who have been a loyal costumer to the company for years? Not only do these stereotypical roles implied offend women, men are also being presumed to subscribe to the standards that the commercials set for the definition of a “man.” The entire campaign for the new soda reinforced the gender role stereotypes and sexist ideals that our culture tries so hard to deny. Dr. Pepper Ten was advertised next to the slogan “not for women,” and marketing specialists persisted to convey the idea that women and inferior to men in order to obtain a masculine costumer base for the new

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