thinking big: feminism, media, and pop culture

Interlude: Just Bitten

In Uncategorized on September 24, 2011 at 4:58 pm

Chelsea H.

I generally like Jessica Biel.  I remember her from 7th Heaven, and it has been fun watching her mature from overalls to pencil skirts and super-sexy-but-still-innocent feel.  But now she’s in a commercial that bothers me.

Okay, as usual, this ad bother me.  First of all, we’ve got gorgeous Jessica Biel looking ethereal and semi-waif-y, but also overtly sexy with that lace top that emphasizes her top half.  And when she opens her (perfectly slicked, perfectly colored) lips, what comes out is a plug in a smoky, sultry voice for a product called… Just Bitten.

And that’s where my problem lies: what kind of name is that?  Biel asks us “Have you ever been bitten?”  What does that mean?  Bitten by… the guy floating around in the background, alternately kissing and creepily sneaking behind her?  Yes, she has delightfully flushed lips, but they don’t really look like someone… bit her.  Further, there is no biting in this commercial!  There is kissing, but the product isn’t called “Just Kissed,” it’s called “Just Bitten.”

So, all I can figure is that Revlon is capitalizing on the tremendous popularity and sexualization of vampires in today’s culture.  We are supposed to hear the phrase “Just Bitten” and think of Twilight, or True Blood, or Vampire Diaries, or something…  And yet no one bites her!  Why, if Revlon is going to reference a biting, do they not show the guy nibbling her neck or something?  Why doesn’t she bite her own bottom lip in that pouty/sexy way some girls do?  By the end of the commercial as Biel lies on the ground, shouldn’t she somehow be displaying bite marks? Instead we get this soft lighting and pale pastel and pastoral scenery, into which neither the bright lipstain shade nor the creepy vampiric name of the product fit.

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  1. Chelsea, you are so right! (And should potentially be a consultant for Revlon to help them straighten out their marketing strategy.)

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