This commercial for the Nintendo Wii from last year, as well as all of their ads, focuses on togetherness, simplicity of game play (not so much the main focus of this one but still there) and how you can make your very own unique representation of yourself which they call a “Mii”. They want to show the viewer that anybody can play this product, make personal representations of them for the game easily and have fun in a group while doing so.
The ad starts off with two suited Asian men driving to a business building and entering a board meeting with the Nintendo Wii saying: “We would like to play.” It then shows members of the board meeting going through the Mii making process, creating a Mii that looks like the head of the board or boss then giving him funny, false attributes like old lady hair. Everyone starts laughing and having a good time. This is one of the desires they present to us: buy our product and you‘ll have a good time, no matter who you are. It is the desire to have a good time, very relatable. Having the commercial take place in a work enviroment also gives the idea that the Wii is a stress reliever, which is a great desire for almost anybody who goes through work pains. Everybody in the boardroom is of, relatively, the same age aside from the boss who is a balding older man. It shows the boss not amused at the Mii representing him but finally gives into a smile from how silly it looks. It then shows the boss playing one of the games that comes with the console: Wii Sports. They then show the boss getting a strike in the game [of bowling] and then a voice over that says: “Make your Mii, then play it on Wii”. Having the older boss man get a strike shows the simplicity of the game. It’s saying anybody can play this game, its simple, its fun, it brings people together. This is also all evident in their first US commercial, for the Wii that came out in ‘06.
In this one the Asian men go to a family’s house and play the Wii with them. Again it shows the simplicity of game play and how everybody in the family can do it, even Mom and Dad! This creates a desire for the parents. When they see that the parents can do it, some Moms and Dads at home watching the ad will see this as a way to spend some time with their kids. Most video games nowadays are usually over the heads of parents and aren’t able to join in. It also shows the people being active during the game play, which also attracts adults to buy the product because it’s not regular couch potato way of playing. All the games for the Wii require the player to be lively when they play. That is the main reason Nintendo made this pioneering game system. Being healthy and active is a big desire for people in our society. Nintendo aims their ads at everybody but really shoots at the adults, who would be purchasing the product (most likely) for their children. Kids already had the desire for the console before any ads were even released, either because of reading about it online or knowing that Nintendo always puts out fresh, exciting, innovative consoles every time thus the ads are primarily aimed at an older generation. Nintendo is true to their advertisements in that the Wii is a fun, easy, active and social entertainment system not to mention the cheapest one out there but they don’t mention the price in these ads, they believe that the needs they present are enough to draw a consumer in to buy it.
The vast majority of contemporary advertisements—much like advertisements through out all of history—seek to associate their product with youth. The main difference between old advertising and current advertising is that now youth is associated with nonconformity and free thought. Advertisements all around the country now promote their respective products by giving the impression that those who use them are part of some movement towards an individualistic, nonconformist society. It’s as though big business owners had kids who despised their manipulative marketing tactics and vowed to one day free society from manipulative advertisements that attempt to sway the masses. Instead, they would make advertisements that let people be individuals; ads that valued uniqueness and individual experience. Then, once those optimistic kids grew up, their parents offered them a job, and they were forced to try and appeal to the masses of angry children they used to criticize society with in their youth. This apple commercial is a perfect example of this phenomenon. For starters, it depicts a young man as a Mac, and an old, bland, white-collared man as a PC. This particular Mac commercial accomplishes what the majority of contemporary ads seek to do: portray a product as young, in-style, and superior to its competition in every way—even intellectually.
Now, in fairness, not all ads try to associate individuality and freedom of thought with their product using the same method as apple. However, even still, the practice is there—just in different form. In this particular ad apple decided to paint their computers as young and superior using both the physical appearance as well as the body language of the “Mac guy.” Notice that the Mac guy is a casually dressed, young adult. He’s wearing very in style clothes: dark, slim fit jeans, a cardigan, and a soft blue button-up. On the contrary, the PC guy is a middle-aged man—nearly old enough to be the Mac guy’s Father. Not to mention, he’s wearing a very dull colored, stiff looking suit.
Also notice body language. The Mac guy stands comfortably yet confidently with his hands in his pockets. Throughout all of the commotion of the ad he never removes his hands from his pockets except to make one casual hand gesture. The PC guy, however, is extremely stiff. He lacks confidence. His movements are very concise and shifty. His character is clearly portrayed as socially inferior to the Mac guy.
As for the actual content, this ad is filled to the brim. As a Mac user, I can attest to the thousands of people who claim the only reason they wouldn’t buy a Mac is because they’re afraid to switch from a PC. Apple clearly takes advantage of this well-known fact and introduces a Mac Genius—one of Apple’s product specialists—to inform the viewers that it is now simple and easy to switch to a Mac. The PC guy then goes on to object to such an announcement since “fear of switching [from a PC to a Mac] is the foundation of customer loyalty for PCs.” The viewer is lead to believe that PC users’ only reason for not switching to a Mac is because they’re afraid they would lose their data. But since it’s “now easier than ever to switch to Mac,” they no longer have a legitimate foundation for loyalty, nor do they have a legitimate excuse not to get a Mac. This clearly gives the impression that the world of personal computing has moved on from the old days of PCs. It says that Mac is the new industry standard, and those who don’t use Mac are simply part of the cowardice mob of out of touch 40 year old men and women who fear that losing data would push them over the already looming edge of their mid-life crisis.
For the sake of comparison, note the attached Audi commercial. This ad attempts to do the exact same thing as the Mac ad; instead of PC, Audi is competing against Mercedes. In this commercial the camera tracks through a living room and the viewer is lead to believe that they are seeing the room’s entire history flash in fast motion before their eyes; starting in what seems like the early-mid 20th century and making it’s way to present day. As this is going on the Mercedes in the driveway flickers, and changes to a brand new Audi A4. The implication is that while Mercedes Benz has historically represented the pinnacle of luxury automobiles, those days are long since gone. Now-a-days, upper class driveways across the country are filled with Audis. Hence the “Progress is Beautiful” caption at the end. This would imply that switching from a Mercedes would be a way of becoming in touch with contemporary culture and moving on from the old way of doing luxury driving.
The trends of modern advertisement suggest that young adults have a better chance than ever to make an impact in society. Look at our economy. The age-old fortune five hundred companies are failing while investments like facebook are exploding to a net value in the billions within the first 5 years. Our country got fat off of forward thinking and innovation, and now that we’re just fat we need a change. The Chevy Suburban’s that once represented success and flash 5 years ago now represent American greed. Times have changed. So have ads.
There seems to be a trend of same old same old amongst action sports movies in the last few years. A film two years in the making has aspired to break that mold to bring viewers closer to the intensity, and push them to get out themselves. The Quicksilver and Red Bull-sponsored film is titled “That’s It, That’s All” and was released this September by Brain Farm Films. The Hi Definition, 35mm, Super16 footage explains why snowboarders have poured blood, sweat, tears and soul into a simple thing like sliding down a hill on a piece of wood for the past 3 decades. To these snowboarders, the sport gives them something to be passionate about, to explore and travel to new destinations for that next feature. To them it’s a never ending search. But most importantly it’s about just being out there and having fun with friends. The teasers set up a vivid picture of what this film promises to show to its viewer.
Multiple avenues have been taken to promote the film which is touted to be the best snowboard film to date. Magazine ads and youtube video teasers have been posted to promote it. As far as video ads promoting the movie, the two teasers show portions of film reels turning and HD projectors displaying, editing, and creating a movie. Other clips show slow motion movement of snowboarders down the hill, over jumps and performing spectacular feats of athleticism. Along with these clips are portions spliced in showing what happens when they’re not on the mountain; they’re riding snowmobiles across lakes, flying in helicopters, or witnessing avalanches from the back porch of their cabin at the bottom of the mountain. Extreme angles and clarity give the viewer the feeling of being on the side of the hill watching as these athletes soar 50+ feet over jumps and down half pipes. It’s a definite feeling of freedom and expression of one’s self in a world full of same old same old. Along with the extreme shots of snowboarders are the surroundings of the mountains - the brutality and beauty of nature. There are swooping shots over mountain goats in the hills, avalanches sweeping the sides of cliffs, and soaring over tops of trees and mountainsides in a helicopter. This is the atmosphere for the entire movie.
The third-person objective point of view of the teasers give the viewer the sense of being there experiencing the raw energy and passion that these guys are emanating through their talent. Portions in slow motion draw out the beauty and expression the snowboarders have when performing such feats. Music is very important in grabbing the audience’s attention; it causes the viewer to feel the intensity and pushes them to want to do the same things they’re doing. Softer music in the opposite ad is geared more towards the environment and how peaceful yet hostile and dangerous it can be. Viewers still feel the same emotions of strength yet on a more zealous level. You somehow feel more emotionally attached to the intimacy and power of the character.
Every year millions of dollars are spent on ads to promote new gear, videos, and events for snowboarding, and every year kids pick up a snowboard magazine from the newsstand and see that front cover or ad inside and go “Oh my God, I want to do that!” And if the kid is serious enough, they will beg, borrow, and steal to get money for the equipment. This movie is another channel for ads in that people will watch this movie, see the stuff these guys are doing, the gear they’re doing it with, and want to do the same thing. It is essentially selling a culture to people - a snowboarder’s way of life. This is the way they dress and act, this is the music they listen to, and this is what their lives encompass, now go out and be just as cool as them.
What the ads never do reveal to the viewer is the cost of the culture; how much a complete snowboard and gear actually costs or the risks involved in the sport. Like any sport there are inherent dangers when you’re cruising down a mountain at 50+ MPH or hurl yourself over a 60 foot gap spinning and flipping. Instead the ads invite the viewer to taste the intensity and fun they could be having slaloming down the face of a cliff or bouncing from pillow to pillow of fluffy white snow.
But how could you feel anything but awe when watching such an intense feat?
One of the most intriguing trends in advertising that has not changed much since Marshall McLuhan's book "The Mechanical Bride" was written in 1951 is the portrayal of gender roles and how they are associated with particular products. What astounds me particularly about this trend is the connection between women and common household appliances. Women are depicted as being domesticated; stay at home types who take great pleasure in cooking and cleaning for their male counterparts. They seem to live for these activities, ultimately seeking the approval of their man. I find it fascinating that even during this modern era where both women and men are equally active in the workforce, the depiction of the ideal woman is one who enjoys cooking and staying in the home. Although many of these depictions are becoming obsolete, it is obvious that contemporary marketing campaigns are still focused on the notion that women should remain domesticated.
One particular ad that struck me was an Electrolux oven commercial called "The Cupcake Queen", featuring morning talk show hostess Kelly Ripa. Her friend narrates the ad, opening with the assertion that "Just because a woman is single doesn't mean she doesn't understand the right appliances can help you find YOUR McHottie." In this initial statement we hear the term "McHottie" used so casually that we feel forced to embrace this rather ridiculous new cultural lexicon. Although we may snicker at the uttering of the word "McHottie", we cannot allow ourselves to ignore the fact that the overall message of this ad is suggesting that women who take their appliances seriously are more likely to land a good man.
She lives in an apartment building "filled with hot guys", guys who come to her door specifically for her cupcakes. This is a metaphor for the old quip that goes something like 'the way to a man's heart is...' etc. Apparently its not her intellect, sense of humor, or even good looks that attract the attention of her several gentleman callers. Its the cupcakes. And the only way to make the delicious sort of cupcakes that drive the boys crazy is in an Electrolux Double Wall Oven.
I also notice that all of the cupcake guys are quite handsome. The ad's mission is to get its female viewers 'turned on' by the depictions of these men. We should therefore associate the attention of an attractive fellow to a woman's acquisition of the right appliances. The ad is ultimately suggesting that any single woman wouldn't have to be single if she simply knew how to cook. And this assertion falls slightly short of reality, considering that in this modern era many women and men alike enjoy life being single. But this commercial is blatantly voicing the ideal status quo of women and men joined together in a 'conventional' union. We assume that she stays home and cooks while he goes off to work.
A Sanford Home
Another ad I found that depicts this domestication even more so is one for Sanford Home Appliances. It begins by showing a mother and daughter in their pristine, sterile, and rather hospital room-esque home. The telephone rings and they gleefully rush to answer. Daddy is on the other end of the line, in his suit, stepping into his car. "Is it time for a movie?" he asks. Mother and daughter are overjoyed, and quickly begin doing random chores. And each particular chore displays the function and fashion of the various Sanford appliances they own. A cheesy, cheerful jingle sung by a chorus of women croon about how joyous it is to have a "Sanford Home".
Toward the end of the commercial, daddy comes home and unveils an enormous television that he just bought. After all, it would seem that he is the bread-winner, and ultimately wields the power to purchase. In this sequence we can associate products related to home entertainment with the man, and products related to cooking and cleaning with the woman. And I can't forget to mention that the role of child-rearing is also associated with the woman in this ad.
These two commercials differ in the sense that the Electrolux ad is pushing one particular product, while the Sanford ad suggests that one should fill their entire home exclusively with their appliances and electronics. But both ads depict a woman who not only has a close relationship with her domestic machines but also enjoys using them, for the benefit of pleasing her man and running a happy home.
Now, I must digress. Many women are homemakers, and these ads speak more to this particular demographic. I will admit that not every woman has the opportunity or desire to enter into the professional workforce. Many opt to stay home and raise a family. And many are simply denied the chance to succeed in a particular field of work, hence the 'glass ceiling' theory. But I believe that achieving equality of the sexes becomes undermined by depictions such as these in everyday advertising. Surely, there is nothing wrong with the role of the domesticated woman. However this should by no means represent any sort of ideal. I find it strange and disappointing that even though a lot has changed since the 1950's, advertising still has the power to subtly assert its notions on how gender roles should be properly played.
Estée Lauder’s Sensuous fragrance is advertised in a current magazine campaign. Appearing in fashion magazines such as Vogue, it begins with a large photograph of the fragrance’s bottle. The ad is on glossy black paper, making the brighter images stand out. The main introduction of the product is followed by a photograph of an attractive model dressed only in a white dress shirt. It’s not a glamorous shot; she gazes suggestively, but almost lazily at the camera. Her hair is a bit unkempt, and she sits on top of a bed with ruffled sheets. In a word, she looks relaxed. The next page of the ad is on the same glossy paper, with only the words ‘Every Woman Is Unique’ streamed across. All of the tag lines of this campaign are based on the ‘every woman’ idea that not only are normal women entitled to wear the fragrance, but should. The ad is attempting to make a connection with women through the possibility of enhancing their average qualities. With this certain scent they can keep their casualness while adding a sense of desire about them.
So much of advertising today is translated through images. Words are used less, and when they are, they are structured to serve a quick point. It may be a provoking play on words or engaging combination that’s cause to consider. ‘Every Woman Is Unique’ is certainly to the point, and it comes across as flattery. From the image, women are supposed to be able to connect with the model because she’s not dressed in fancy expensive clothing. In fact, she’s hardly wearing anything. She doesn’t seem to care what she’s wearing, her only concern is comfort. It might be the end of the day and she’s looking to unwind. In a sense, the ad has made that first connection through the simple act of the consumer looking through a magazine. Most women have busy lives, and so the time they take to look through something as trivial as a fashion magazine must mean that they themselves are trying to relax and not worry about important aspects of their lives. These women would appreciate a more casual take on beauty or sensuality. They would probably include themselves in the ‘every woman’ tag then. The ad continues its point with the uniqueness part. It seems to be flattery or encouragement because Estée is accepting those average qualities and suggesting that even though the consumer is an ‘every woman’, she can be sensual and edgy. She can’t be high fashion and couture, so the pitch is that she can obtain a piece of sensuality through the fragrance she wears. It will give her that sense of feeling sexy and extraordinary instead of just tired and worn out, as suggested in the model’s facial expression. The model is portraying that satisfaction of casual style with a hint of intrigue.
If the ad can achieve this, there may still be question as to how they go about expressing their message. Another variation of the campaign features a different model as the ‘every woman’. Her tag line is slightly different though. Instead of unique, she is confident. This is portrayed through the model’s straighter posture and secure smile. She does look confident in herself, and instead of recognizing her as a version of themselves, women viewing it may see what they’d like to be. This is a woman who’s casual, but also happy, which is something to aspire to. The way we perceive confidence though is usually by the way a person carries themselves and through their actions. It's unreasonable to view a fragrance as some sort of magic potion ensuring happiness, but it could act as an illusion that one is more desirable. If it helps a woman to act more confident, then the it could be said that the ad is successful. Someone could be wearing a whole bottle of Sensuous though and still be viewed negatively; it's ultimately up to their decisions and how they behave.
There are numerous substitutes for ‘unique’ and ‘confident’. Other words used in this particular campaign are ‘surprising’, ‘irresistible’, and of course, ‘sensuous’. The interesting thing about the choice of ‘unique’, though is that even though all of the women are in different poses to convey their words, they’re all dressed in the same outfit. Elizabeth Hurley and Gwyneth Paltrow as the models are distinguishable because they’re easily recognized, but they’re made to look the same for the ad. Perhaps this is what was trying to be achieved through the ‘every woman’ emphasis, but it coincides then with the use of uniqueness as a selling point.
The last line of inquiry is the lack of any sample as to what the fragrance may smell like. We are to believe that it’s in fact sensuous, but the consumer won’t know if she likes it until she either buys it or tests it at a store. The ad is claiming its product achieves uniqueness for the buyer, but it appears as any other ad in the magazine without some sort of example of the actual product. The last tag line is that ‘Every Woman Wears It Her Way’. While there are indeed different kinds of women who are probably going to buy the fragrance, it is still the same formula of scents bottled up in the same package. So while the statements made by the advertisement are all true, (yes, every woman is unique) their truths end up having little to do with the product they’ve been matched with. The Sensuous fragrance may make a woman want to carry herself in a casual yet sexual way, but it ultimately won’t make her act or feel that way. If she so chooses to wear it, it will only be carried with her.
The Nike commercial "Fate" is a recent advertisement that follows the lives of the San Diego Chargers' running back Ladainian Tomlinson and the Pittsburgh Steelers' safety Troy Polamalu, starting in utero and continuing to their meeting playing against each other in a NFL game. The commercial was directed by well known filmmaker David Fincher (Fight Club and Zodiac) with cinematography by Emmanuel Lubezki (Children of Men and Burn After Reading) and music by Ennio Morricone called "The Ecstasy of Gold", taken from the film The Good, the Bad, and the Ugly. Nike uses all these talents to present a story of success to use as a front for their products. Something to represent what they think their products mean and symbolize. For this ad Nike choose the theme of success and they try to make the viewer desire for that success, like they did in another one of their ads, "Courage", this way making us not look at their products so much, but at their company and what they represent.
The main purpose of the "Fate" ad is (simply and obviously) to make us buy Nike products. This is the elementary purpose of most ads, but how they do this in this particular ad is by presenting a desire for success to the viewer and they present that desire through various means like story, phrases, and music, the main way being the story though. The ad shows clips of Tomlinson and Polamalu growing up and learning the skills that it will take to play in the NFL. For example, it shows them tackling a bean bag, running through a yard, studying in school, and playing amateur football. These early scenes in the ad show that these two people had a desire when they were very young to play football and that it was something they wanted to achieve in life. Then, at the end of the advertisement it shows the two boys, now men, playing pro-football in the NFL and the key moment in that scene is when Polamalu tackles Tomlinson and there is a quick cut of them as kids falling down onto a bed. This cut reminds us of their young aspirations and goals--what they wanted to achieve in life. Then when it cuts back to them as men, it shows that they have indeed accomplished their goals and in fact succeeded in their aspirations. After that tackle, the two men get up and a two words appear on the screen: leave nothing. What Nike means by this is give it your all, fulfill your childhood dreams, create your own success. It summarizes what the ad is about: leave nothing unfinished and fulfill your goals. Through this theme, Nike creates this idea of success that can be affiliated their business and products, even though you don't see any Nike products obviously advertised--there are no Nike T-shirts or shoes that you can easily make out in the ad that are Nike made. That is because they are trying to focus more on a general quality that can be affiliated with their business. Creating an image that can be desired for. The music also contributes to this desire. It is a very ethereal song that evokes a sense of fulfillment and accomplishment. Even in the movie it was originally used in, it's played when a character reaches his goal of finding the treasure he's been looking for the whole film. All these aspects of the ad contribute to the one desire Nike is trying to make: success.
Nike uses this form of immersing the viewer in its theme in a lot of its advertisements, "Courage" being another one of them. In "Courage" there is a series of quick shots, consisting mostly of people accomplishing great athletic feats, accompanied by a song by the Killers, "I've Got Soul, but I'm not a Soldier." It shows athletes sometimes making and sometimes failing in their game. But either way, it shows them trying to accomplish their dreams no matter the odds or obstacles. This ad it makes you see them succeeding no matter if they actually win or not, because as long as they have tried, they are not losers, but winners. It shows that as long as you try, you are a winner--you succeed. The phrase at the end of the ad is "just do it," and that sums up what I just said: as long as you do it, you win. These ads create a desire for success by showing examples of it. Nike doesn't try to simply advertise their product, but instead tries and show us what they want to represent as a company by invoking those desires within us through their ads. They want the viewer, after watching the ad, to feel that they are also capable of reaching their own goals and succeeding in their own life, like the people in the advertisement. This way, through the desires they have created, people will now want to buy Nike products, because now they represent something more then an inanimate object. They represent something that can link the viewer of the ad to the success that that specific person hasn't yet accomplished. Buying a Nike product has now turned into a Freudian-type of desire to fulfill something from childhood and it tells you more about the person buying the product then the actual product does. For example, it's not the shoes the person has, but what that person wants to do with those shoes that tells us about themselves and what they wants to accomplish. Most people still have something they want to accomplish in their life and these ads show us that we shouldn't let anything hold us back. That we should embrace the things we haven't accomplished and try to fulfill them. And even if we can't actually fulfill them, we can still succeed at it because as long as we know that we've tried, we can consider ourselves not a failure, but a success. Travis Torok TA: Steve Wetzel
Miller Lite and the Man Laws: Barbaric Rituals Live On
By Robert Francis Curtis
“Man Laws” was an advertising campaign put out by Miller Brewing Company in 2006 which ended in 2007. These television commercials were inspired by both the unwritten rules of manhood and the legend of King Arthur. The “men of the square table” would discuss various topics in “man-culture” until they settled on a rule about whatever the discrepancy and called it a man law. The table consisted of many idealistic and iconic figures in the realm of pop culture in regards to men including Burt Reynolds (the leader), professional wrestler Triple H, boxer Oscar de le Hoya, and NFL Pro Bowler Jerome Bettis. These commercials (such as the one viewable below) parody government, spoof super heroes, and in every way attempt to embody the ideal manly-man’s desire of being a tall tale. In many ways, including humor, setting, characters, and the laws themselves these commercials attempt to sell the product (light beer) to men by having them project themselves upon these iconic figures and through a psuedoindividuality create a false connection between the idea of being “the man” and being a man.
In his book The Mechanical Bride, Marshall McLuhan states, “the attitudes of Superman to current social problems likewise reflect the strong-arm totalitarian methods of the immature and barbaric mind.” Similarly, the attitudes of the iconic men who sit at the square table also reflect an impression of immature and barbaric mind sets. In the ad High Five, the council discusses in all seriousness the validity of the high five as a celebration. Clearly meant to be comical, this concept displays men as childish and immature. The idea that this small council of six to eight men can decide laws for all of mankind seems barbaric and ridiculous in and of itself. Why should Burt Reynolds be the end all be all of man culture? Perhaps it is because he has been a man’s man icon since the early 1970’s because of his film career, television work, and his cultural status. He was the number one money making celebrity for five straight years (1978 – 1982) portraying gamblers, outlaws, bandits, womanizers, and all around hard core men brawling and grinning the entire way. Still though, why should such an unsophisticated barbarian like Burt Reynolds be the leader of men everywhere? The majority of men within the demographic the ad has been aimed towards at some point in their lives probably wanted to be him. He dated starlets, drove fast cars, and shots guns with a smile behind a debonair mustache. Men in their early adult years during the seventies can relate to him as an icon and a hero because to them he was for at least five consecutive years.
Though Burt Reynolds is the leader of men according to Miller Brewing Company, many other icons of manliness appear from time to time. For example, Aron Lee Ralston was a member of the council in the commercial titled Fridge Incident. Ralston is mildly famous for having had a boulder fall upon his arm while he was canyoneering and then proceeded to cut it off with a simple dull pocket knife. It also includes Ty Murray, a seven time All-Around World Rodeo champion. Indeed, even the less recognizable faces in the man law meetings are men who have done something above and beyond the normal spectrum of physical strength and mental capacity. They are what men should want to be according to Miller Brewing Company. They are like the Marlboro man or Rocky in that they embody the truest virtues of a stereotypical American, beer drinking man; underdogs that overcame adversity, and real genuine working men
(A) A picture of Marlboro's famous Marlboro Man campaign.
This is not the first time Miller Brewing Company, or any company for that matter, has attempted to pitch a product to men by creating advertisements that projects the image of the everyman, tough and proud. As previously mentioned, Marlboro also attempted to sell cigarettes by having their spokesperson be a ranching cowboy in the Wild West. He was hard working, strong, and weathered by the beauty and danger of the wilderness lands in America. This is a trend in advertising, as well as American pop culture, that seems to be revisited over and over again. McLuhan uses Superman as an example of barbaric mindsets in the average man, but many others exist. These ideal characters are not new to human mythology either. The Greeks created Hercules, and the English created King Arthur just as we create superheroes. These are the ideals of what a man should want to be according to popular thought.
(B) A picture of Disney's Hercules. A character created in Greek mythology that has survived until today.
(C) An advertisement from the most recent Superman film. Superman has been around for nearly one hundred years.
The idea of super heroes and men is what makes the most interesting aspect of this commercial the location of the man law meetings. The take place in a glass room, rose upon a platform identical to those of old war rooms in atomic age cinema, suggesting that men are at war. It is like the secret lair of a secret society, allowing a viewer to picture it deep inside of a mountain and fortified the way only a man’s sanctuary could be. The setting of these meetings implies brass and bravado, intelligence and strategy while all the long poking fun at the idea of the Bat cave or the Fortress of Solitude. There is even an old man writing down the rules in the corner f the room, suggesting weird take on the super hero’s assistant. The iconography of this commercial continues beyond that of old time heroes and their lairs but even in the rules themselves.
This commercial has spawned a pop culture phenomenon known as “It’s a man law.” The phrase has popped up around television and films ever since. It has been referenced in things as diverse as Stephen King’s book Duma Key and Power Rangers: Operation Overdrive (a television series). The topics dealt with in this series of ads ranged from high five resolution to fingers poking in beers to the appropriate etiquette when attempting to woo a best friend’s ex-girlfriend. At times the topics discussed in these man law meetings are not even about beer but rather life and lifestyle; technology has gone mad, or beating traffic shall never interfere with game day. The comical side of these ads can be seen, but a greater issue still remains. Is a man a man, and therefore any man, because he drinks Miller Lite or is a man the man, like the iconic figures pitching the brew, because he drinks Miller Lite?
Through the art of manipulation the viewer believes that they can be just like Burt Reynolds and Triple H, and too can decree the laws of manly men but the wide spread pop-culture of “Man Laws” is evidence enough that men have just joined together in yet another barbaric ritual of clinking there bottle together while they drink their brain cells away. By following not only the man laws but the guidelines of an advertisement men become like sheep not the Bandit. A man is much more than icons and super hero spoofs. Unfortunately, like many advertisements in this world, stereotypes get laughs, and that’s what sells.
