Commercial Analysis: She Must Like A Male

She Must Like a Male
The commercial I chose to analyze is a Thai advertisement, it described a tough day which a taxi driver has experienced. At first, the commercial started at displaying that the driver has experienced lots of problems, such as customers who took the taxi without paying the fee, or customers who puked on the taxi, and the most dangerous one is that a robber was trying to rob and even beat the driver. After the driver back home with a bleeding face, a child appeared and asked anxiously: “Mom, are you hurt?” Through his words, the audiences have realized that the driver was a female. Before this scene, the commercial has misled the audience that the driver was a male by not only highlighting her physical appearances, like the …show more content…
It is a hypermarket chain operated in Thailand. Through the words which announced at the end of the commercial, the consumer culture of the brand wants to reach is concentrated on building positive image on the female consumers. The commercial has demonstrated the brand’s value that they believe females can do things which dominating by males, like driving a taxi, earning money to feed their family. On the one hand, the brand’s statement showed that they believed their female consumers were as strong as males. On the other hand, it also hints the underlying consumer culture which Tesco Lotus has. Firstly, most of their consumers are females, this is the reason why this commercial was concentrating on female’s aspect. And more important, their female consumers may not be as strong as the character they have portrayed in the ad. Tesco Lotus, as a supermarket chain, people who spend most time in the markets are housewives. Housewife’s job is to take care of the family and raise the children, which is the opposite way to a traditional male’s job. These consumer cultures encourage the company to produce this commercial, since the most appealing things people may buy in are things which they lack of. In this case, their female consumers lacked the feeling that they are strong and powerful like males, so the company encouraged them to buy the value that they are as powerful as males to impress and please the female …show more content…
The whole commercial emphasized that the character is a female, but she can do anything males can do, like earning the money and be the financial supporter of her family. It revises the audience’s impressions that only males can be the taxi driver, only males can fight back the robber, and only males can work day and night to feed their families. The central subject and the story line of the commercial have told the audience that females also can be the taxi driver, females also can fight back the robber, and moreover, females can do anything males can do. Nevertheless, the commercial does not challenge the stereotype successfully and clearly, since it emphasized the changes of the character. There are many scenes have shown that the character used to have a feminine appearance, such as her long hair, her dress and her make-up. After she decided to raise her son by herself, the ad highlighted that she cut her hair, rinsed her make up, and hid her feminine traits which she used to have, then behaved like a man to work hard. The physical changes the character made indicates that a female who has a feminine appearance cannot work like a male or be strong like a male. There is no proper reason to these physical changes. The most persuaded reason to me why she made herself looked more masculine is that the commercial was trying to impress and entertain the audience, the company knew that the