Ever heard the saying don’t judge a book by its cover? 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 introduce...
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... as pink bows, sunflowers, and red lipstick. Again, our culture is found participating in the promotion of gender stereotypes. The advertising industry continues to suggest that men are dominating our society, leaving women to witness the adventure that is life.
Shockingly, our society managed to make soda, one of the most gender-neutral products, into a country wide controversy over sexist remarks. From the presentation of the can to the masculine appealing advertisements, the Dr. Pepper Company has successfully represented the American culture as a society in which certain standards are set for each gender. Unfortunately, some of these standards occasionally suggest that men hold dominance over women in our communities. Through cultural generalizations about masculinity in mass marketing, the company clearly affirms that Dr. Pepper Ten is indeed “not for women.”
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