Stereotypes in Advertising

I was watching TV and saw a commercial for McDonald's. It really bothered me. I tried to find it on You Tube but couldn't. Maybe if I looked hard enough I could but I wasn't quite that motivated. It's the most recent one that is on the air. I think the reason it bothers me so much is that it is full of stereotypes. A woman comes in after an extensive shopping trip for new clothes, of course. It is then revealed that the geeky computer guy has asked her out. The other two co-workers wonder why she said yes and think it must be because she "missed snack time." This leads her to question her decision and the other female coworker to comment that it's a chance to wear those new shoes. There are a few things that stand out. For one, it reinforces the stereotype that looks are the only thing that is important when it comes to dating. Secondly, it is only the geek that is seen doing any work. Lastly, women are portrayed as shopoholics. I take offense to that for many reasons. I'm not a feminist but it seems to be taking a step back in time.

The other commercial that bothers me is the one for Swiss Chalet. A teenage girl is asking for her curfew to be changed. Only her father seems to have the power to change her curfew. Seems to be a throwback to a patriarchal society.

I am always fascinated by commercials and the marketing that is involved in them. Obviously, they are designed to make you want to buy a product or service. It has to be catchy and emphasize the brand so that it stands out to you and makes you feel a connection. And then there are commercials that do the opposite. Of course I am also interested in product placement but that is a whole other topic of conversation.