The rhetorical arguments used in this commercial are a balancing amount of ethical and emotional. The questions posed by the father as he narrates, indirectly challenge the morality of our society’s patriarchy. Often young children are thought of as having the best moral compass due to their naivety and innocence. The ad implies that if it would not seem right to a little girl that her mother and father or grandpa and grandma are not thought of as equally important, then societal gender roles must be morally skewed. Additionally, viewers are emotionally connected to the little girl; As they see her succeeding in the race, feelings of happiness and pride form, only to be squashed by the thought that her achievements will never be fully appreciated,
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Once again, the timing of this ad amplified its political side as its release was not long after the worldwide Women’s Marches, held on January 21st, 2017. Obviously, Audi could not have anticipated that their Super Bowl release of this ad would coincide with such a significant moment in women’s rights, but it worked to their advantage in fortifying their message. Since the commercial was released at such a politically divisive time, Audi identified themselves as a company that values equality and fairness. Despite this, many viewers interpreted the ad as a slight against President Trump, because the ad alluded to the women’s marches, which were, at times, anti-Trump. An interview with Audi’s head of marketing best dispels this notion of the ad targeting Trump when he states that, “Pay equality is non partisan… As a brand that stands for progressive actions… we want to demonstrate those values”(Buss). Women’s equality is something that should concern both democrats and republicans and whatever other political party someone might be a part of, so the ad does not run the risk of alienating a specific political group. In that sense, Audi’s advertisement successfully aligned their company on the right side of one of our generation's biggest social issues and is bound to attract consumers with shared …show more content…
Not long after being aired, the commercial was taken off the air and website after receiving accusations of being homophobic. The men saying they had to do something ‘manly’ after kissing, implies that homosexual men are less masculine than straight men, which perpetuates harmful and derogatory stereotypes. Human Rights Campaign president, Joe Solmonese, highlighted that making a joke out of, “the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children.” Snickers intentions in making this commercial were obviously not malicious, but to capture the attention of consumers through humour. Alice Nathanson, a Masterfoods spokeswoman, admits that, “humor is highly subjective… some people may have found the ad offensive. Clearly that was not our intent.” In this case, the advertisements political component was completely accidental, more of an attempt to connect with consumers through a shared laugh. Despite this, the commercial’s inclusion of gender stereotypes, not matter how harmless the intention, struck a chord with viewers who felt offended. Luckily for Mars, this instance of bad pr does not reflect poorly on the brand since it was an accidental
Once again, the timing of this ad amplified its political side as its release was not long after the worldwide Women’s Marches, held on January 21st, 2017. Obviously, Audi could not have anticipated that their Super Bowl release of this ad would coincide with such a significant moment in women’s rights, but it worked to their advantage in fortifying their message. Since the commercial was released at such a politically divisive time, Audi identified themselves as a company that values equality and fairness. Despite this, many viewers interpreted the ad as a slight against President Trump, because the ad alluded to the women’s marches, which were, at times, anti-Trump. An interview with Audi’s head of marketing best dispels this notion of the ad targeting Trump when he states that, “Pay equality is non partisan… As a brand that stands for progressive actions… we want to demonstrate those values”(Buss). Women’s equality is something that should concern both democrats and republicans and whatever other political party someone might be a part of, so the ad does not run the risk of alienating a specific political group. In that sense, Audi’s advertisement successfully aligned their company on the right side of one of our generation's biggest social issues and is bound to attract consumers with shared …show more content…
Not long after being aired, the commercial was taken off the air and website after receiving accusations of being homophobic. The men saying they had to do something ‘manly’ after kissing, implies that homosexual men are less masculine than straight men, which perpetuates harmful and derogatory stereotypes. Human Rights Campaign president, Joe Solmonese, highlighted that making a joke out of, “the sight of two men kissing fuels the kind of anti-gay bullying that haunts countless gay and lesbian school children.” Snickers intentions in making this commercial were obviously not malicious, but to capture the attention of consumers through humour. Alice Nathanson, a Masterfoods spokeswoman, admits that, “humor is highly subjective… some people may have found the ad offensive. Clearly that was not our intent.” In this case, the advertisements political component was completely accidental, more of an attempt to connect with consumers through a shared laugh. Despite this, the commercial’s inclusion of gender stereotypes, not matter how harmless the intention, struck a chord with viewers who felt offended. Luckily for Mars, this instance of bad pr does not reflect poorly on the brand since it was an accidental