Pepsi Light sau cat de greu e sa fii femeie
|De ceva vreme ruleaza doua noi spoturi Tv la Pepsi Light.
Am primit si comunicatul de presa care clarifica noul concept abordat si punctul de pornire in realizarea reclamelor. Aflam astfel ca “Doar o femeie poate înţelege că scrierea unui sms pentru el îţi poate lua ore întregi. Că sfaturile de la prietene sunt nu numai plăcute, dar chiar necesare. Că fără ele n-ai fi reuşit să treci peste toate momentele grele. Că PMS nu este un mit, ci o scuză bună J. Că pantofii nu sunt numai pentru mers la muncă sau la sport. Că diferenţa dintre maro şi kaki este una foarte mare. Că e normal să fii supărată daca el nu te sună. Şi că e absolut în regulă să nu te poţi abţine să-i scrii un sms. Doar o femeie ştie cum e să mănânci salată şi să te tot uiţi la farfuria lui cu pizza. Sau că o mărime mai mare la blugi este o dramă. Doar o femeie poate înţelege toate acestea. Şi Pepsi Light.”
Este vorba asadar despre prezentarea “femeii reale” (conform aceluiasi comunicat). Iata si reclamele – pentru cei ce nu le stiu:
Pepsi Light Pantofii
Pepsi Light – Shower
Aceasta este femeia reala – cea care consuma Pepsi Light? Acesta este modelul “mediu” al consumatoarei? Care este impactul unei astfel de reclame si cum reactionam cand o vedem? (eu pana acum am vazut de la reactii de apreciere si pana la unele care, venind chiar de la persoane ce beau Pepsi Light, s-au simtit defavorabil personalizate). Este bine ca s-a mers pe infatisarea mai multor stereotipuri despre femei in aceasta serie de reclame?
Intrebarea era alta, astea`s reclame filmate in Bucuresti. Cand a mai filmat Pepsi vreo reclama in Bucuresti. Opa, avem bani de reclame aici, sau nu mai avem ce sa importam 🙂
in primul rind, scuza-ma ca voi cobori drastic nivelul discutiilor tale pe blog, dar, subiectul asta m-a atins. Si va fi tratat ca atare.Voi scutura coama si voi ataca, si tinta mea, iarta-ma!, va fi una care va trece prin reclamele la Pepsi Light, supuse, ca orice element de promovare, vremelniciei, si voi tinti spre un autor devorat de romani, qvasi iubit, care genereaza pps-uri si genul de email-uri forward-ate la nesfirsit, Cartarescu saracu, care si el aflat in impas creator de ceva vreme, gasi cu cale sa scrie “De ce iubim femeile”, vai de femeile pe care le iubeste domnia sa cu minuscule. Noi femeile stim, ca nici macar cele mai blonde dintre noi nu sint genul “Ooops! I did it again!”, desi exista o intreaga cultura, de regula subversiva, care insa, iata, hraneste cultura de suprafata (sint subtila, nu?), si pe cea din reclame, si pe cea din librarii. Blonda l-a inlocuit pe Bula si pe Pacala, ea domina piata de umor din Romania. Blonda e definitia masculinitatii despre “frumusetea inutila”, despre “misterul feminin inutil de descoperit”. Cartarescu isi traieste in cartea asta, ca in toate celelelalte, o noua frustrare. De data asta, isi traieste stupoarea in fata feminitatii, o lume pe care clar nu o intelege, pe care o dibuie “pe apucate” (fara conotatii ne-filosofice), despre care vede si crede lucruri, dar despre care nu intelege nimic. Si nici nu prea poate, confiscat fiind de vitejia si eroismul masculinitatii erecte (nici macar aici nu e vreo conotatie). Captiv al lumii sale, are pareri, le exprima, face misto, de prost gust, da tircoale feminitatii, o adulmeca, i se nazare, da sa o prinda, nu reuseste, se apuca de definit, nu reuseste, o descrie, i se pare ca are dreptate si apoi urmeaza descatusarea liberala a denigrarii. Baiatul nu e prost, e doar prost intentionat si magariu, are subtilitati si pare sa aiba si replica, evident, in absenta unui partener de dialog. Nu uitati: partenerul de dialog este cel care asigura vivacitatea unui mesaj. Lipsa lui ne indica, Doamne fereste! o comunicare mediocra, monologala (ca sa nu ii spun onanista ca nu sade bine la urechile fine). Reclama la Pepsi, reclamele la tampoanele care prezinta cite o femeie atirnata cu capul in jos, ca sa nu se pateze, denigreaza si minimalizeaza lumea feminina, o supune unui demers abject de expunere neloiala, neeleganta, disarmonica. Sper ca e clar ca si Pepsi light, si cartea lui cartarescu se adreseaza unui public masculinizat, se adreseaza femeilor “cool”, defeminizate, care vor sa sara cu parasuta, si sa mearga pe motocicleta nu pentru ca le place, ci ca sa fie la fel de meseriase ca “ei”. Eu sint o femeie agasata de imaginea proasta pe care o au femeile in lumea romaneasca si nu o sa beau niciodata pepsi-li lor light, si nu o sa am masina curata “ca o bomboana”, si nu o sa pun niciodata inimioare in loc de puncte la “i”-uri, dar nici nu o sa fumez tigari de foi, si nu o sa merg cu parapanta doar pentru ca este un sport preferat de “ei”, o sa merg pe motocicleta doar pentru ca nu imi pot permite sa cresc un cal, si nu o sa port pantaloni albi in perioada “aceea” a lunii, ca sa nu imi fie rusine daca ma salveaza pompieru saracu din flacari, desi cred ca aia ar cam fi ultima grija a unui personaj in acea situatie, sau mai bine nu o sa port pantaloni albi niciodata, si da, diferenţa dintre maro şi kaki este una foarte mare!!!!!!!!!!!!!!!!!!
Nu cobori – in niciun caz – draga eva acest blog. Motivul este simplu: esti prima persoana (in afara de mama mea si de sot) pe care o aud ca nu ii place acea carte si acest mare autor roman. Am incercat si eu sa fac rost de lucrare pentru ca toti o laudau – si nu imi place sa imi dau cu parerea fara sa stiu – insa.. nu am rezistat sa citesc prea mult pentru ca de fapt aveam alte lucruri mai bune de facut si alte carti minunate de lecturat. Ma bucur sa aflu ca mai sunt si altii cu gusturi asemanatoare.
cine canta melodia din aceste reclame ? va rog muuult sa-mi spuneti, ms !
Am intrebat si am aflat: pe fundal se aude Luiza Zan.
Sper sa fie cu folos informatia 🙂
Am ceva de adaugat aici.. De ce iubim femeile nu e, in mod evident, una dintre cartile lui reusite. Dar de-acolo pana la a spune ca Mircea Cartarescu nu are vaoare ca scriitor e cale lunga. Poate ar fi bine sa incepeti lectura cu alte carti, spre exemplu cu Nostalgia si atunci ia-ti gasi circumstante atentuante. Dupa un Orbitor si o Nostalgia cred ca isi permite si luxul unei mediocre `De ce iubim femeile`
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