As seen in Figure 1, we see singer J Balvin “walking” these two women through an alleyway. The image blatantly shows the women as being submissive and under the control of J Balvin; he very literally has them on a leash. In Jean Kilbourne’s article, “ ”Two ways Women Can Get Hurt”: Advertising and Violence”, she states that “Male violence is subtly encouraged by ads that encourage men to be forceful and dominant, and to value sexual intimacy more than emotional intimacy”(pg. 489, par3). In this specific scene, the women are walking on their hands and knees and physically lower than J Balvin. Throughout the whole video J Balvin is in a position of power, he’s meant to be more valuable than the people around him; especially over all the women. This dangerous concept gives the idea that both the man is meant to dominate over women and that the women aren’t considered people; dehumanizing them.

Throughout the whole song, the lyrics degrade and devalue the existence of women. The first line of the chorus, “Yo soy una perra en calor, Estoy buscando un perro pa' quedarnos pegao”, modestly translates to “I’m a bitch in heat, and I’m looking for a dog to get with me”. As we can see in figure 2, when it cuts back to Tokischa, we can see her full face because it’s covered with a zebra print mask. Kilbourne states that "Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because it fetishizes products, imbues them with erotic charge"(pg 489, par2). It’s not a surprise that Tokischa's face is unrecognizable for most of the music video. Most ads/music videos are meant to sell something; and clearly in this case, it’s meant to sell Tokischa’s body. The female singers value is now just the willingness she would give to have sex with any man. They paint her as a person that has no desire for intimacy and is for the disposal and pleasure for any man that wants to have with her.

In the first verse, J Balvin sings “Cuidado, que este perro anda sin bozal (yeah)”, this translates to “Careful, because this dog is walking without a muzzle”. Kilbourne expresses that “Sometimes there seems to be no question but that a man should force a women to have sex”. The lyric demonstrates that a man can’t be “tamed”, and that he’s a wild dog that can’t control himself. The lyric also reveals a great deal about a problem in Hispanic culture, “Machismo”. This is the idea that the man is in power and makes all the decisions for the home, and that it’s normal for men to have full control over their female partners. This includes emotionally and physically. At a young age it is taught that the women are to be submissive to the man, and to keep quiet if anything happens. And as we see here, the man in the situation is not responsible for anything he might do to another woman.