50 Cent Video "Candy Shop"

In the video “Candy shop” by 50 Cent, there are many different techniques which are used to present women in a certain way. It is done by using different costumes, props and the settings, which all link in with the theme and lyrics of the video.

In many of the scenes women are seen in either underwear or tiny outfits, these present the women as being sexually provocative. Also, all the women used have perfect skin, hair and bodily assets like their breasts, this portrays women as being always being perfect and ‘sexy’. It may also present them to have lots of money to afford beauty treatments. Although, it can also be seen that they are somewhat ‘cheap’ thus making the women look like they are very much into sexual activities and sexual intercourse on a regular basis.  

The name and lyrics of the video “Candy Shop” portray the women as being tasty, cheap and easy to get hold of just like candy. Another way it presents the women is that they are being used as ‘toys’ by 50 Cent and that he can do what he wants with the women as they are seen to be under his control.

In one of the scenes, we see 50 Cent looking at a painting of the women singer as a portrait on the wall; this could mean that women are only good for being looked at in photos, and in person such as; in strip clubs and movies. Also, at the end of the video it shows him at the actual Candy Shop buying a burger, this could mean that his fantasy is that every woman that works should really be dancing around in sexually provocative garments giving him what he asks for.

I believe the video isn’t sexually empowering for some women as they are shown as cheap candy or as trophys. Although, other women may find it sexually empowering as they may feel more confident about themselves if they are similar to the women on the video and it may even encourage some women to become like the women on the video.