Untitled Oftentimes commercials are understood as segments in between television shows and programs. Some commercials might receive more attention than other or none at all depending on the content. Furthermore, they have been used as a way to monetize from companies by advertising their goods and products on television for money. The commercial that I watched about Lego from 1973 was aimed towards household families specifically with young children. One might perceive the commercial differently as opposed to the children watching it. Children can simply perceive the commercial as wanting to get the Lego product to play with. However, ideological concepts about racial and gender stereotypes can be made based on the content of the commercial.
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This commercial features four male characters three of which are children and the other an adult. The first two children who are white ask Santa Claus for toys and to be a star in the sky. The last character is black and asks Santa to bring an end to conflict and to be able to live in peace. Aside from the commercial having only male figures it also represents the importance of race at the time the commercial was produced. I believe it was to outline the hardships black people were still facing after many years of fighting for equality in America. To further analyze this advertising agency I would like to mention another commercial from the 1980s entitled Aim High Air Force. It shows once again the dominant ideologies of not only gender but also race by depicting a white male as the leading character of this commercial. I believe it draws a clear distinction of race based on the way it shows a black male helping a white male get into a fighter jet. Like the Coca-Cola commercial everything appears to be perfect for the white characters. They’re the ones flying the fighter jets for the Air Force and nothing seems to be troubling them when asking Santa what they want for Christmas. This advertising agency also continues this gender bias towards male characters by showing a female character at home sleeping while the male is out flying a fighter jet. It continues to create this gender
This commercial features four male characters three of which are children and the other an adult. The first two children who are white ask Santa Claus for toys and to be a star in the sky. The last character is black and asks Santa to bring an end to conflict and to be able to live in peace. Aside from the commercial having only male figures it also represents the importance of race at the time the commercial was produced. I believe it was to outline the hardships black people were still facing after many years of fighting for equality in America. To further analyze this advertising agency I would like to mention another commercial from the 1980s entitled Aim High Air Force. It shows once again the dominant ideologies of not only gender but also race by depicting a white male as the leading character of this commercial. I believe it draws a clear distinction of race based on the way it shows a black male helping a white male get into a fighter jet. Like the Coca-Cola commercial everything appears to be perfect for the white characters. They’re the ones flying the fighter jets for the Air Force and nothing seems to be troubling them when asking Santa what they want for Christmas. This advertising agency also continues this gender bias towards male characters by showing a female character at home sleeping while the male is out flying a fighter jet. It continues to create this gender