Rapunzel Doesn't Need a Prince (Amazon) - DJ
The commercial I'm using is 'Rapunzel Doesn't Need a Prince' by Amazon. This commercial seems to be targeted towards business owners and Gen Z. Amazon is an company we've all grown up knowing up and as the years go by the technology has gotten more simpler to use. In light of the pandemic a lot of people have taken to starting their own businesses and taking their hobbies more serious, even quitting they're jobs to work solely on their business. In the commercial Rapunzel buys herself a latter to get out of the castle instead of waiting for her prince. The commercial goes on to talk about Rapunzel starting her whole business and ends with "And the prince well who care". Which pushes the idea that woman are no longer waiting to be saved but instead are taking actions into their own hands.
I wonder what the idea of "female empowerment" has to do with the ad's target audience? Is the ad targeting young women specifically, and if so, why? How can we tell? Your analysis could use a bit more detail and investigation into each decision that the production team employs. They are clearly playing upon their target's familiarity with fairytales, and maybe reminding us about what can feel old fashioned, outmoded, and dusty about them. If that was the past, is Amazon the future? In what ways is the ad playing upon our emotions, and perhaps attempting to infiltrate a generation that is very interested in the idea of making their own way through technology. Lots to dig into, and a bit more of a critical analysis will help to get you started.
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