Critique of the Glo Christmas Ad Using bell hooks’ Theory

 

Critique of the Glo Christmas Ad Using bell hooks’ Theory

bell hooks were a Black feminist who talked about how race, gender, and power show up in the media. She believed that real representation isn’t just about showing people it’s about showing them with power and voice.

Looking at the Glo Christmas ad:

  • It celebrates Nigerian culture with music, dance, and community.
  • Black people are shown positively, which is great.
  • But most of the women in the ad are just dancing or smiling. They don’t lead or speak.
  • Men do more performing and leading roles.

bell hooks would appreciate the celebration of culture and Black joy, but she would also point out that women are still being put in traditional roles. They’re shown, but not empowered. Also, the ad uses culture to sell a product which can reduce something meaningful to just a marketing tool.

In conclusion: The Glo ad is joyful and full of culture, but it still keeps women in the background and turns culture into something to sell.

 

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