Lately I've been noticing that I can't watch certain channels on TV without seeing a "Clean and Clear" commercial every commercial break. These ads are broadcasted the most on channels that have a target audience of tweens,teens, and young adults Ie) MTV. MTV is not gendered, it offers various types of reality-esque shows that would interest both males and females. So if Clean and Clear is trying so hard to reach the viewers by putting these commercials on
every commercial break why do they only have female actresses??? I mean males get zits/acne too! It just does not make sense to me!! I even found posts online that headline the question "Can I use Clean and Clear if Im a guy??" Why would they want to gender their product and cut their potential buyers list in half? Another thing that 'grinds my gears' about Clean and Clear is that every ad contains these young beautiful teenager girls that have probably never had a blemish in their lives! Im almost positive that the casting call but read "Pretty girls between the age of 14-18 with exceptionally great complexions".
While gendering their product to women Clean and Clear also uses that catchy little phrase "Clean and Clear and Under Control". To me this comes across as:
"We're clean" (virginal) "Clear" (smart) "Under Control" (controlled, "good girls".). Maybe I'm looking too far into it but the cheesiness of these ads just get to me!!
Wow, I really like your ideas. Maybe they use girls in their commercials because they are more likely to talk about these issues with other girls? Does this say that girls are superficial and only care about their appearance? Is having a zit the end of the world?? I'm pretty sure that is why it is advertised in this way, to appeal to the buyer: girls!
ReplyDeleteKeekers
very very very true!
ReplyDeletealso.. continuing on the notion of "Under Control".. to me its as though as you are being told to "keep" yourself in control by using these products. for example: if you don't use the Clean and Clear product, you get a zit and then you would get bitchy and then no man would ever look at you because you are not "in control" of yourself as a woman.
so yes.. in a way, the commercial is highly gendered.. it is a continuous reminder to women to keep up their appearances all the time.
and just last week we learned in class that "a self that is fractured. then there is a caste that is the man. the woman is the broken arm. everyone sees the caste first" sooooo everyone would see the zit first thus being unappealing to the man. ugh
Regina George
Ha! I love the 'grind my gears' touch Silver.
ReplyDeleteI think they use young girls to sell their products because girls must be pretty in order to avoid being marginalized...? If they are pretty they are not the 'other'. Thank goodnessss for more realistic acne ads like Proactive... Jessica Simpson knows best "just a little dab, that's all you need"
Danger Powers
VERY TRUE!
ReplyDeleteI mean, I have never analyzed their infamous slogan or even "Easy, Breasy, Beautiful Covergirl". My thoughts on these are that they are lacking depth. These focus solely on the appearance which plays into why females are so concerned about their looks and other females' looks. I hate to hear how girls bring down other girls. We are, as females, depicted as naive, innocent, and youthful virgins. I don't feel we are all categorized as such, because we will not all fit into this defined group. There are many factors that play into our development and these type of notions put through society are trying to keep us in the same spot without any type of mental development. This was a very interesting topic, good job!
Aaliyah Jasmine
Hmmm. I have two points to make on this subject.
ReplyDeleteFirst: I don't know any men who watch MTV. I do know some girls who only watch it though. It's full of reality television, and no men I know like reality tv that ISN'T on the food network.
Second: While guys DO get pimples, it just isn't a big deal for them. Guys just don't care. Why? Because all the comercials are aimed at women. Because all the tv shows show "oh no I'm a popular girl and i got a zit right before my prom date, my life is over." It just isn't a big deal for most guys.
Of course this could be my specific group of peers and not a representative sample of the larger population... but if it is true that would explain why their are only women in the commercials. I can't actually remember the last time I saw an acne med commercial aimed at men, or even in a gender neutral way. Probably because it's a "beauty" thing. Acne isn't beautiful, women "need" to be beautiful. Men don't.
--The N3rd
I don't know. I would say that MTV is gendered, just not all at once and not at the same time. I would say that shows like "The Hills" are definitely gendered towards women, while shows like "Jackass" are aimed at men.
ReplyDeleteRegardless, for the "mixed" gender programs, it does make sense to air pimple commercials in all spots. Even if a show is gendered towards men, women could be watching it.
I do think the "acne issue" is being crossed over into a men's issue. By creating these insecurities in men, these companies can make even more money. I'm hearing a lot more men talking about acne insecurities. However, I find that men typically use products like Proactiv rather than facial washes and scrubs.
but very interesting topic
Macho Muffin
I think that acne is as large of a problem for men as it is for women! I knew many guys in high school that lacked confidence because of their complexion....I mean its red, scabby, inflammations on your face, that would bother anyone that remotely cares about their appearance.
ReplyDeleteTowards MTV, I didn't mean that each individual show on the channel isn't gendered, it obviously is...I don't know many guys that would be big fans of "16 and Pregnant" or "Is She really Going-out with Him" however I do know many males that watch "Fantasy Factory", "Jersey Shore", and "Cribs" for example. However like N3rd said, that might be just specific to my social circle but they are still shows that are targeted to men. Males or females that don't like the reality-esque genre that MTV offers would obviously not watch any of the shows on the channel regardless of if their gendered or not.
*Silver
first off let me say that I love clean and clear products... not gonna lie...
ReplyDeletebut i agree with the original post for sure.. my favorite is the commercial with the two young girls jsut getting out of bed in the morning and one is super tired... yes b.c washing my face with this one specific product will make me wide awake ...
first off waking up in the morning doesnt involve face wash involves a nice hot shower .. and a large cup of coffee ...
about the gender thing, i dont often see a wide range of acne commercials for men (could be the shows im watching) its often shaving products and muscle building oh and the infamous colone commercials (axe). Men dont get pimples apparently they just need to be clean and sharp.
Love this topic... everyone above has awesome analyses of the commercials and their men.
In regards to proactive why is it always young teenage boys and then famous young women like jessica simpson?
anywho im out good job everyone
- Kate Bauer
I totally agree! You have some great ideas. I've thought about this before, as well. The only acne product commercial that comes to my mind that has men in it is for Proactiv, and that's not even solely men. I do like Clean and Clear products, but just not their commercials. It always seems to be two girls hanging out, one gets a pimple and the world is going to end.. then Clean and Clear fixes the pimple, and now she can go out on her date with the captain of the football team.
ReplyDeleteI obviously find it to be very gendered. It does not advertise at all to men, except for the fact that women have to use their product to even have a chance with a man. I think it would be extremely interesting to have a male's perspective on these types of commercials.
- Trout Heart Replica
Aside from Proactive advertisements which are directed at both males and females, this is seriously the ONLY acne commercial gendered more towards men that I can recall ever seeing on TV. Im sure everybody remembers it as more of a joke than anything else, which is strange because it is suppose to be a very sad/emotional advertisement. Could it be that it suffered so much scrutiny because it does feature a man?? And society automatically dismisses male-acne as an not-so-serious problem?
ReplyDelete*cHeCk iT oUt* :)
PS. Thanks for all the comments/thoughts I love reading them! Im seriously going to miss this blog thing! lol
http://www.youtube.com/watch?v=6T2olgjnDWY&feature=related
*Silver
This is a good point to make.
ReplyDeleteI am a HUGE tv watcher, and after thinking about it, I only see those "Clean and Clear" commericals are on during female dominated shows.
As for the males get zits too comment, there are those commerials that targets guys and there face issue, just as the Neurtogina commericals and the Pro-Active commericals, which are mostly on during neurtal shows, where it is both males and females watching.
I think that the "Clean and Clear" commericals only play during female shows because producers know that is the target watchers are watching those shows and will sit through the commercials.
RDS