Dr Pepper Sexism

Dr. Pepper: A Sexist Company? At first glance of the Dr. Pepper Ten advertisements, they can be very alarming to viewers. When analyzed closely, there are many statements that can be assumed from the ads. The Dr. Pepper Ten advertisements promote that their product is not for women, giving it sexist values as they exclude women from buying it and only want males to drink it. This could be because of the fact that more women drink diet sodas than men because women tend to care about their figure more. Dr. Pepper uses imagery directed towards men instead of women to promote their new Dr. Pepper Ten diet soda as a way to break the stereotype that diet sodas are only for women who are watching their weight. The first thing someone might notice

The ad includes a forest behind the can and the glass, and the image appears to be taken at night, as the ad is fairly dark and foggy looking. The ad being taken at night and outdoors can raise many questions. Today, women being outside at night is considered socially unacceptable. Women are often told to not go outdoors alone at night. Making the ad set outdoors at night is adding to the idea of excluding women because it is only okay for men to be outside at night. The use of the dark colors in this ad can be associated with men, because society generally connects dark colors such as green, blue, and black with men, and colors such as pink, yellow, and red, associated with woman. Therefore, the dark imagery in this ad strictly relates to men, which is Dr. Pepper’s goal for their Dr. Pepper Ten

Pepper). In today’s society, body weight and self-esteem are becoming more prominent among women. Because of this trend of weight loss, more women are inclined to drink diet sodas over men. Dr. Pepper took note of this fact and decided they should aim their diet soda approach towards men, which is portrayed by the text “It’s not for women” in the advertisement. Dr. Pepper tried to make the Dr. Pepper Ten diet soda sound as appealing as possible to men without sounding like it is a regular diet soda. They achieved this by making the soda have 10 calories, unlike a regular diet soda which has zero calories. The idea of 10 calories is a sort of gimmick to make the soda seem more masculine. The 10 calories let’s men know that they can drink this soda without feeling like they have to be on a diet or watching their weight. The font choice of the text is also very bold and thick. This can relate to the thickness/masculinity that men want to have. Whereas, if the font choice was skinnier or possibly in cursive, it would attract women more than it would men. All the components of Dr. Pepper’s “It’s not for women” advertisements point to major values of sexism as they target their drink towards the male demographic. The ad tries its best to sell their product to the male audience by saying “It’s not for women” and the use of background imagery such as the forest, the darkness and use of colors