Individual/feminine- The Carlsberg commercial portrays
feminist characteristics by showing togetherness and having everyone share
everything. As the new guy is taking a tour of the house, everyone is getting
along with each other and having a good time, which is how women generally
behave. Another female point of view is that everyone should share and get
along, like in this commercial. Everything is being shared except for the
Carlsberg beer. They show individualism by having the beer be the only thing
not being shared. The guy giving the tour has his own beer that he can claim
for himself. He is an individual in that sense.
Individual/masculine- In the Diet Pepsi commercial, they
show individualism simply by having the man have his own ideas about how his
life is going to play out. His ideas aren’t based on the social norm. In the
same way, the commercial is also masculine because the idea behind it is that conforming
to the norm isn’t good. It’s saying that you always have to be better than the
norm, which is a huge pressure on males in our society.
Collective/feminine- The Movistar Spain commercial, the
people are together, socializing at a restaurant that clearly reflects their
culture. This is how the company is gearing the commercial towards the idea of
being collective. They also use more feminine activities such as singing and
talking in this advertisement to show the feminine side.
Collective/masculine- In the Tiovita Japan commercial, they
show a group of similar looking men playing football or rugby together, showing
them as a collective group. They also portray the masculine qualities of
playing a hard sport, of being fit, and yelling and acting tough.
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