What will a 3D white smile do for you?

This commercial of Crest 3D toothpaste targets women and aims to convince them to use their products through explaining the perks of using toothpaste. Their main point is that using Crest 3D toothpaste will help them smile freely and enhance their charm, and there is nothing wrong with using this strategy to advertise their product. However, the end result of a pretty smile, according to the ad, is very degrading and the portrayal of women in the ad is sadly trapped in the stereotypical sex roles. As mentioned in the commercial, the reason why women would buy their products is that with a nice smile women will get to find “the one, soul mate, husband and loving father to their children.” Whereas reasons like being healthy or simply wanting to look good are not even thought of when it comes to women. Those stereotypes are caused by the traditional sex roles that were assigned to women by the society, just like Christine Delphy mentions in her piece Rethinking Sex and Gender (1). Finding a husband and a father to their children is the ultimate aim of women and they do not consider any other reason to purchase toothpaste…

(1) McCann, Carole R., and Seung-Kyung Kim. “Rethinking Sex and Gender.” Feminist Theory Reader: Local and Global Perspectives. New York: Routledge, 2003. N. pag. Print.


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