2009 Student Research Conference:
22nd Annual Student Research Conference

Pretty in Pink: The Physically Idealized Woman in TaB Advertising
Kristel N. Givogue
Dr. James Cianciola , Faculty Mentor

The TaB Energy advertising campaign presents TaB as a drink designed for the complex life of the modern young woman. This study takes an ideological approach examining the advertising of the TaB Energy Drink. A close examination of the advertising campaign reveals that to sell products to women, the Coca-Cola Company focuses on the physical aspects of what it means to be feminine. This would include appearing attractive to men by having large breasts, cute clothing, and having good-looking hair. In so doing, the Coca Cola Company trivialized the meaning of being a woman. This paper examines the ideological assumptions about femininity embedded in the TaB Energy advertising campaign and links the trivialization of women by the Coca Cola Company to past criticisms of females' portrayals in advertisements, such as those by Jean Kilbourne.

Keywords: rhetorical criticism, advertising, stereotypes


Presentation Type: Oral Paper

Session: 56-4
Location: VH 1010
Time: 3:30

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