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Media Bites – Sobe & Female Objectification

February 15, 2011

In this week’s Media Bites we look at a new Sobe commercial that was featured on the homepage of YouTube. The commercial uses traditional gender stereotypes where objectification of the female body is not only the norm, but is a male fantasy.

The commercial also uses some of the 2011 Sports Illustrated swimsuit models as a means of cross promotion of both the beverage and the sports magazine, something that appears on YouTube and FaceBook.

We direct people to resources that take a more detailed look at the objectification of the female body in advertising, with both a documentary film and an online resource called About Face.

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