Media tagged Post-Feminist

Gossip Girl Promo

about

"Gossip Girl" is a television teen drama series that ran from 2007 to 2012. In this promo from a season two, upper-class protagonist Serena (played by Blake Lively) and middle-class poet Dan (played by Penn Badgely) are on a bus. Serena instigates a series of increasingly seductive gestures, first offering him a magazine,  biting into a chocolate-covered strawberry and voraciously sucking her fingers, falling into his lap, and finally grabbing him and leading him towards the bus toilet where they hook up. The controvesial promo was part of a larger campaign designed to be  shocking and provocative, using taglines such as "OMFG!" on billboards and posters. The campaign also appropriated negative press received from watchdog groups ("mind blowingly inappropriate" and "bad for you"), and turned the criticsim around as a way to brand the show and its racy content.

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Hooters - Orange Pride

About

This video was created in an effort to demonstrate to the public that Hooters girls are “real people”. According to an 2010 episode of CBS’s “Undercover Boss”, in which Hooters CEO Coby Brooks went undercover as a Hooters line chef, he was is surprised to discover that many Americans did not view the Hooters franchise as a family establishment, but rather as degrading to women. The aim of the promotional video was, as the CEO has described elsewhere, to show that “Hooters empowers women all of the time!”. The video highlights some of the thousands of Hooters alumni, showing them as professional women – doctors, lawyers, and teachers.

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Jessica Alba, The Honest Life

about

This is a promotional video for Jessica Alba’s 2013 book The Honest Life: Living Naturally and True to You and her business The Honest Company, which provides a range of “unquestionably safe, eco-friendly, beautiful, convenient, and affordable” baby products. In the video, Alba introduces herself as “mother, founder of The Honest Company, and actress” embarking on a journey to find “the happiest and healthiest life for my family.” This film includes snapshots of Alba playing with her children in a park; doing craft activities with her daughter; and, laughing while cooking home-made food in a spotless, white kitchen.

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Katy Perry-Part of Me

about

This is a music video for the single “Part of Me” by pop singer Katy Perry, which was released in 2012 and debuted at number one on the Billboard Top 100. In the video, Perry plays a woman who enlists in the army after she is left heartbroken by her cheating boyfriend. The turning point in the narrative comes when Perry sees a sticker on a billboard that reads “All women are created equal, then some become marines.” She immediately cuts her hair short, straps her breasts down, and begins training with the army. Her appearance in camouflage and army gear conveys an external, masculine strength while the repeated lyrics of the chorus “This is the part of me/that you’re never gonna ever take away from me” speak to her internal strength.

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Kelly Clarkson - Miss Independent

About

This is a video for the song “Miss Independent”, released by singer Kelly Clarkson in 2003. It was a hit in the United States, peaking at number 9 on the Billboard Hot 100 chart. Clarkson was the first winner of the American Idol reality competition show, and this was the lead song of her debut album. The lyrics of the song tell the tale of an independent and aloof woman who finally lets down her guard and falls in love. The protagonist is variously described as “Miss Independent”, “Miss Outta-My-Way” and “Miss Never-let-a-man-help-her-off-her-throne”, suggesting a strong and fiercely independent but cold personality. In the lyrics, the process of falling in love is described as transformative and deeply rewarding: “It took some time for her to see/ How beautiful love could truly be/ I’m so glad I finally see.” In the video clip, the singer wakes up the morning after a house party and reflects back on the night. Glimpses of the male love interest appear throughout the song, until she meets him face-to-face at the end of the clip.

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