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Sellnow, D. (2018). Feminist perspectives. In The rhetorical power of popular culture (pp. 161-197). SAGE Publications, Inc, https://dx.doi.org/10.4135/9781071800638.n7

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The image of a woman coming face to face with a cop is evocative of the real world occurrence at an actual protest, where Ieshia Evans, a black woman, was actually arrested for facing officers dressed in riot gear. Having a white woman such as Kendall evoke her image is not only jarring but extremely insensitive to those who have been injured at the hands of police simply for the color of their skin.

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The technique utilized here in this commercial is relatively similar to Sellnow's elaboration of sites of struggle, where she explains the importance of showcasing, "a variety of races, ethnicities, abilities, sexual orientations, or ages happily and successfully negotiating”.

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The commercial centers around a vague protest that seems to accomplish whatever goal it has set out to achieve once Kendall Jenner is recruited and aids in by handing off a can of Pepsi to a police officer.

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Pepsi acknowledged their shortcoming by removing the advertisement. Despite this, the damage had been done, with the commercial leaving an indelible mark on not only marketing and advertising, but culture as a whole. It is without a doubt that going forward, more concern and care will be taken with the message put forth in marketing through media, and that there will be, as Sellnow states, "end to oppression of any and all marginalized groups including that of racism, ageism, classism, ableism, and sexual orientationism".

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In an attempt to seem empowering, though, the message sent is actually quite harmful. Kendall Jenner is viewed as a white savior who can end all the strife, whereas the reality of the situation this ad is meant to mimic ended quite differently.

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Perhaps the goal may have been to showcase a strong female heroine, one that is able to cease world struggle with ease. Sellnow discusses the dire need for the portrayal of strong women, claiming that, "stereotypically feminine skills, activities, and behaviors are far from trivial. They are, in fact, heroic."

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In their attempt to come across as subversively sympathetic, what with casting a diversely mixed crowd, by paralleling a real world tragedy they come across as just the opposite—innately insensitive.

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The commercial centers around a vague protest that seems to accomplish whatever goal it has set out to achieve once Kendall Jenner is recruited and aids in by handing off a can of Pepsi to a police officer.

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While there may have been good intentions it, Pepsi's 2017 commercial starring Kendall Jenner would soon become one of the most controversial advertisement of it's time.

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Full Pepsi Commercial Starring Kendal Jenner