STUDENT SAMPLE – The Crisis of Masculinity in Superbowl Commercials | Digital Writing
Bowl commercials, we do not argue that the crisis of masculinity exists as .. From Dockers' ad “Wear the Pants” (). . The relationship between men and . Transcript: Once upon a time, men wore the pants, and wore them well. Jennifer Sey, Dockers' vice president of global marketing, was 2) How DARE men be asked to take a more active role in their relationships and homes. not the "super woman" we see portrayed in commercials and TV sitcoms. Real men are set to wear the pants again - at least if you believe the TV commercials will begin in February, with Dockers ads returning to the.
Although there are some men who respect this campaign, such as "MJM" over at the blog Parental Alienation. He shared some illuminating words: Most marketing companies target females and in so doing have no difficulty in showing men as bumbling idiots living with the competent, super wife proxy mommy who does most of the buying and household management.
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- STUDENT SAMPLE – The Crisis of Masculinity in Superbowl Commercials
The Marxist victimfemis have gotten their knickers in a bonnet over it and will be screeching sexism to the UN High Commission on Progressive Speaking and Political Correctness. In case you are an ill informed femi that was sarcasm - the organization is fictional but metaphorical. Its almost as though everywhere men are ensconced they drink their Lattes at the behest of some invisible curtain of Feminist Political Correctness hanging over them that has taken their family jewels and done something to them that is not in keeping with good breeding.
I'll buy some more Dockers, I've been a fan for a very long time, and be glad of the chutzpa to target men as the buyers not the "super woman" we see portrayed in commercials and TV sitcoms. An interesting perspective, to say the least.
But as FBomb reader Maren Hanna noticed: I understand the Ad is meant to be taken lightheartedly, but it does raise some interesting questions. The Ad is obviously discriminatory towards gay men, and those who don't fit into the norm of masculinity, as well as women. Patriarchy is damaging for men too, because it forces them into tiny boxes. Not only does this ad make some very strange parallels, what exactly does a plastic fork have to do with being a man? Also, androgyny causes children to misbehave, and cities to crumble?
I questioned what this says about American popular culture.
These messages expressed in the commercials I observed themes of how the man can be in control, regain control, or control another human to assert his control in his life, as discussed in previous paragraphs. Shown below are examples of some of the commercials that pertain to the themes. I found two explicit examples of this. There is a group of men singing in a field about wearing no pants, while only wearing t-shirts and undergarments.
This statement is commonly used as a double meaning, referring to the power dynamic in relationships. Ultimately meaning who has the power and control over their significant other. This statement made in the commercial suggests an innuendo that men wear the pants and need to take control, not just in the power dynamic within relationships but also in every aspect of their lives.
The voice that makes this claim is highly masculine. The demeanor is demanding, authoritative and deep, suggesting the other men in the commercial should look up to and aspire to be this individual. The last image audiences are left with at the end of the commercial is of a well-built muscular man who is wearing pants, when the men who are not wearing pants tend to be less fit and more out of shape.
The muscular man with pants on in the end is considered a real man while the men in the field not wearing pants are shown as the opposite, not masculine.
This suggests that real men are supposed to be buff and in shape and those who are not, do not have control and power in their lives. A man pulls into a parking space at his workplace; a second later, another car pulls up next to him.
Wear The Pants
A co-worker and another co-worker are in this vehicle the car however, parks so close to his driver side door that he is unable to get out of the car, when he tries to tell the driver co-worker that he is unable to get out of the car the man trapped inside is blown off.
He has a meeting to get too so he has to resort to other means of getting out of his car. He begins to move across his seat, to try to climb out the passenger side of the car. As he is climbing across his seat another car pulls up filled with co-workers and side swipes his entire passenger side, blocking him in again.
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The man is now completely blocked in, he tries to talk to the other co-workers stating how they had blocked him in but this driver and friend ignore him. The drivers and passengers represented in this commercial ignore their co-worker in the car, showing complete disregard for his needs and a lack of respect, while also not being of human origin they are chimpanzees. The chimps represent inferiority, the reality that he cannot even get respect from an animal that is said to be inferior to humans, signifies the lack of power he has as a man.
This commercial shows his lack of masculinity through lack of control. The relationship in the commercial between man and chimp portrays a relationship similar to men who have power in their lives compared to men who do not have control and power.
The chimp has the upper hand, therefore has power while the man sitting in his car is an average looking guy who does not have control in his life. It is inferred that anyone could push him around because if he is inferior to the chimp, than he must be weak.
This commercial suggests that he must assert power and control to be taken seriously. His masculinity is diminished and a real man would take control of this situation by getting a new job. By having a good job where he is respected, the man can reassert his masculinity, otherwise he will remain inferior, to even a chimp. Regaining Control The theme regaining control particularly means to regain control from the women in their lives, who have been bossing them around.
The men in these commercials use material objects to reassert their control back from the women. These objects hold masculine value; they are typical signifiers in American popular culture of what real masculine men would possess.
This commercial shows a man standing in a lingerie shop with his girlfriend; he has a bra hanging over his shoulder and has a look on his face that claims his misery in the situation.
It seems as though he is having a shopping day with his girl friend at some sort of large department store. He is wearing a nice suit holding a microphone as if he is an announcer at a football game.7 Easy Steps to Wear The Pants in the Relationship
The ultimately message left for viewers is that the man needs to buy a handheld television so he can regain control over his life by watching masculine sports. Masculine real men do not allow this to happen and the man who does must regain control in his life. This is shown being done through the portable television, where the man is able to watch the football game.
Football in American culture is a male dominated sport where men watch as other men hit each other and even hurt one another; this is considered a masculine sport. This commercial suggests that the man who has the spine, the announcer, is powerful and in control of his life. The announcer represents a masculine male figure and through telling Jason to regain control by buying a product that is also masculine, he is representing someone Jason should want to become and something Jason can be through the masculine product.
This commercial is ultimately a play on common cultural gender stereotypes that society maintains through images such as these commercials. It stereotypes the fact that women like to shop while stereotyping that men do not like to shop and if he does then he will become emasculated and feminine.
This may seem like an extreme example of the man having no called spineless unless he asserts his control, however, there were other commercials aired in the super bowl that supported my same findings.