The Superbowl is always known for its
controversies. As a continuation of today’s discussions, the ads for one of the
most watched programs in the history of television generate a lot of interest
by the viewers. Companies try to develop ads to target certain demographics
that watch the game and sometimes can be questioned by other demographics
watching the commercials. While some of the ads are considered amusing to many,
they also can be making people self-conscious about themselves like the women
that Bartky related to when speaking about disciplines. Also, they can be
controversial because they may mock another race or minority in the country. In
the short amount of time that the ad airs on television, people don’t have time
to analyze the intent of the ad.
The first video is the ad from
Volkswagen which has a worker who is happy when everyone else is down. He is
happy because he can drive around in a Volkswagen and not have to be stressed
out about anything. Though it does give a positive vibe, it could be considered
racist for mocking Jamaicans. The feedback from people has been on both sides considering
it either racist (mocking Jamaican personalities), or a safe and friendly ad.
What do you think this ad is? If it’s racist, what evidence from the ad is
considered racist in your opinion?
The second video is from
godaddy.com which was a very controversial ad when it aired. It features Bar
Refaeli who is the “sexy” part of the website, with Jesse Heiman the “smart”
part of the website kissing because they’re “perfect” for each other. What does
this mean to women? It only implies that not only is Jesse/men are smart, and that women can
only be sexy and nothing else. With all of the make-up, it also makes women
re-think their own appearance and it is being broadcasted to millions of people
with this image of being sexy. What problems could this present to viewers?
Could this ad also be considered sexist?
What do you think?
*sources for videos*
Volkswagen- http://www.youtube.com/watch?v=9H0xPWAtaa8
Go Daddy- http://www.youtube.com/watch?v=EQTyxNTQTtk
Darren Pope
I would say the first ad is racist. It stereotypes all Jamaicans as happy, fun loving fun people. It also stereotypes your average white worker as dull, boring and miserable. By adding an accent to said stereotype you get humor. That being said, it's a relatively harmless racist stereotype. There are far worse things to be painted than happy or dull. As for the second ad, I do agree Bar Refaeli does set a ridiculous beauty standard that is impossible to achieve. In that sense the commercial imposes unfair and unreasonable controls on women. However, I think it's a minor factor and I don't see how the rest of the ad is sexist. You COULD infer both actors are stereotyping their genders. But it's just an ad aiming for shock value. I fail to see what stereotypes each person is communicating. The ad isn't especially emphasizing the guys social status or conveying a message one way or another about his aesthetic appearance. Similarly, Bar Refaeli is merely doing her job. Again you can read more into it, but people who do are missing the point. It's a low brow and simplistic ad.
ReplyDeleteTo be completely honest I would agree with the VW commercial only because I feel if they were going to make such a commercial they better make it short or they are on the borderline of racism. As for the go daddy commercial I have no opinion on becuase the commerical itself was uninformative and made almost no sense like many of the go daddy commercials. However I will agree that you make some interesting observations on the matter but I believe the commercials were not meant to be controversial but more memorable for their shock value as seen in most tv commericals or for their comical value which is also seen in most commercials.
ReplyDeleteI think the most interesting part about the GoDaddy commercial was I can remember first watching it and thinking "I wonder how much she got paid to do that." It was as if I automatically assumed that naturally those two people could never be an actual couple. I don't know if you were aware of the Skittles commercial that was denied being aired. It was a rather sexual ad and that was the primary reason for it not being shown. It's just another example of controversial Super Bowl advertisements. I do worn you that it is RATHER sexual. Just Google "Skittles commercial" and you'll know which one it is. Believe me.
ReplyDeleteCould it be possible that we are over analyzing this? It was the Super Bowl and people come and watch it to be entertained. Companies use this as huge marketing strategies to introduce new products or etc. Sometimes the way to make a lasting impression is to make it memorable (funny, touching, controversial). Commercials, like the products, almost certainly go through a testing group to gage its reactions. In the end, the commercials are designed to draw the product out from the rest, so the companies can make money....so why not do it on the most watch television event of the year.
ReplyDeleteAlso, let it be known that there were a number of touching and heartfelt commercials this year.
I think these are controversial commercials but that is what advertisers want, for their commercial to be memorable and talked about. I didn’t even have to re-watch either commercial to know what they were. I felt awkward watching the GoDaddy commercial when they did a close up of them kissing- is that really necessary?Advertisers try to go to the extreme. For instance, the graphic skittles commercial which was said earlier or placing a sexy girl with a nerdy guy to break out of the “normal” scope of thinking and to catch people’s attention. Every year I feel that advertisers are pushing the limits on what can be put on T.V. despite controversy, stereotyping, or what the message might portray to young adults that may be watching.
ReplyDelete