The media is one of the largest tools of enculturation in the modern world. It is ubiquitous in nature and has permeated to every aspect of public and sometimes even private life. Through its ability to invade nearly every corner of available space and touch every aspect of our culture, it is a tool of education, identity formation, world view construction, power acquisition, prestige and status, even concepts of success or self-actualization. The media has essentially changed from a way to convey information or introduce new products and their uses into a world-wide device to create self-doubt. Temporary, yet immediate gratification is portrayed as a long lasting and unique-per-individual circumstance of purchasing goods. All aspects of a person's sense of self can be linked to their purchases.
The commercials that will be focused on are the Viagra commercial that plays "Smokestack Lightning" by Howlin' Wolf in the background, the Wrangler jeans commercial with Brett Favre, the Long John Silver's Commercial with a fisherman on a wharf, the Craftsman Autohammer power tool commercial and finally the World's Strongest Man Coors Light commercial. These commercials provide viewers with the ideas and constructed models as to what a "manly" identity can be, how it is created and what it looks like, as well as how it performs. A common element in all of these commercials is the appeal to the emotions of viewers. Men, in American culture, have taken on a rather uniform set of insecurities that is fairly universal. Envy is another key component to the success of the ads.
In the commercial for Viagra that plays "Smokestack Lightning" in the background, the obvious aim at a certain demographic is overwhelming. The demographic for many men with erectile dysfunction is men over the age of fifty years old. The generation of men that grew up to be fifty years old at this time more than likely grew up liking western films due to their popularity in the 1950s and 1960s. The music by Howlin' Wolf is also popular among that same generation and became popular then as well. The commercial takes place on some desolate landscape similar to a desert, and then progresses to a small "hole-in-the-wall" run-down gas station on the side of the road. The car is a classic model. The man turns out to be a fairly handsome man in his fifties that is mechanically inclined and has a severely masculine air to him. The combination of music, setting, the man's looks, and his know-how all point to the idea that a real man isn't insecure about being potentially inadequate; he can overcome it and maintain a very self-fulfilling, sexually active life with the use of the product, Viagra.
The irony in this is that the man portrayed was in very good physical condition, was handsome, obviously financially well established and appeared to be "cool" in every facet of the word. He apparently had it all, but like some men with diabetes or weight problems, he too experienced difficulties in his sexual performance. The lack of medical evidence backing this product and the shear appeal to the thoughts of men like, "He's got the same problem I do, but he managed to acquire all those nice things and look the way I wish I could... Viagra has got to work if that successful man takes it and overcomes the same issues I do!" speaks to the emotional drive versus the actual facts. Many men that buy into that insecurity base their value on their sexual performance, not the other good things that they may have going for them.
The Wrangler jeans commercial with Brett Favre driving in an SUV and playing football with all of his friends plays directly to the demographic of men that watch or follow football. It addresses his professional career directly and it also has a guitar riff playing in the background. Brett Favre’s celebrity status as an athlete is a key element in the commercial. Due to the belief that great athletes, much like mythical heroes, have their talents and skills innately born into them, men that follow or like Brett Favre as an athlete more than likely will be envious or in awe of his skills. When he is riding in his SUV, clearly on an unpaved road in a country setting, he states, “I’ve always been a Wrangler man, even before I went pro.” This almost overtly obvious ploy to have people question whether or not their jean choice has affected their chances to make it big and earn millions of dollars as an athlete is borderline absurd.
Instantly, men can begin to feel and think that, “If I wear those jeans, I could have a successful dream job making millions, and be an icon to many! I could have that same life; close friends to play football with in muddy fields, a good physique, and a fulfilling life in a quiet country setting; the American Dream.” Many men in America, due to the obesity rate, more than likely do not maintain an active lifestyle, and probably even believe that with those jeans, they can somehow create a body image of a professional athlete for the cost of the pants. The quality of the pants is not even implied, save for Brett’s testimonial. There is no discussion of product integrity or where it was made and under what conditions. The only thing that matters is the emotional appeal to men to purchase these pants to soothe their desire for athletic stardom.
In the Long John Silver’s ad, a burly, hardworking fisherman strolls down a wharf that one might find in Alaska or in some small fishing-based town. He appears to be middle-aged, strong, confident and an independent man, based solely on his clothing and his manner. He talks about how he knows good shrimp and where to find it, but if he wants a good shrimp or fish dinner, he comes to Long John Silver’s. A petite, young woman comes out with a smile and hands him a basket of breaded shrimp and other food. His deep voice and confident attitude toward the quality of Long John Silver’s food is almost compelling the viewer to get the food. Also, as is most stereotypical of fishing, the weather is terrible and grey; a completely gloomy day. Long John Silver’s is glowing by the time the screen pans to it, making it look like a beacon of hope and truth that serves fried seafood in the darkness.
The actuality is that none of the health benefits or consequences are discussed, which one might be curious about upon ordering a meal that is nothing but fried starches and fish. An appeal to men is the obvious use of a relationship between the much younger female employee that brings the fisherman his dinner; it almost perpetuates the idea that, “All men have hard, long days at work and need to have food and be ready when they are home from work. It should also be brought to them by the female, whom is much less established and seen, not heard.” It is a very subtle play to the perceived dominance of men over women, as well as a play at men’s desires to have a younger female that is less threatening and more subservient.
The Craftsman Autohammer power tool commercial is almost set up like a fight; a handsome, sturdily built young man wearing a flannel shirt and blue jeans steps out of his house carrying nothing but some nails and his power tool. The camera pans up slowly to catch the sun glinting off of his safety goggles like battle armor, and the look of determination on his face is unmistakable. He approaches the steps and other “hard to reach places” and successfully drives nails into place. In one scene, he holds himself up with his left hand as he hangs down to set another nail, and his wedding band is obviously shining. After the whole ordeal, he walks away wiping his hands together with a triumphant musical crescendo. He has conquered the deck and, “other hard to reach places.”
The appeal of this almost “gladiatorial” matchup between the young husband and the obstacles on his “Honey-Do” list is undeniable. This whole commercial plays to most men’s love of competition. After watching the commercial, this insecure feeling sets in: “Wow, he set out on his own, with nothing but that power tool, grit and determination, and he nailed those projects into submission. His wife is probably thrilled to have such a man for a husband; he probably even conquered her with his confident attitude and silent good-looks. I’d like to be like that guy.” The quality, durability and battery life, as well as where it was made are not discussed at all. It is only an emotional appeal to purchase that power tool.
In the Coors Light commercial, the World’s Strongest Man is barreling through the streets like Juggernaut from the X-Men. He is lifting cars, helping citizens and stomping his huge body the whole way. He finally manages to reach the local bar he wanted to go to, and rips the door off the hinges with excitement. The narrator describes the World’s Strongest Man’s love for beer, and then he shouts with a thick Swedish accent, “Coors Light, please!” After ordering his favorite beer, he begins talking with some of the other patrons and some women. While talking with two other women and one man, he smacks the other man on the back knocking him on his face. The women just stand there giggling like young girls.
In this last commercial, clearly the idea that is being conveyed is that strong men, real men, choose Coors Light. Yet again, the belief that something innate to the World’s Strongest Man gave him the ability to be super-humanly strong plays into this. Almost as soon as the commercial begins, insecurities begin flooding the viewers mind. Thoughts of, “Well, I’d love to be able to help people on the street like that; I’d be a hero by the end of the day! I’d love to be that intimidating; everyone would respect me. If the World’s Strongest Man is drinking Coors Light, then it has to be good; why else would such a successful and strong guy drink it if it wasn’t? That rips it, from now on, I’m ordering Coors Light; I don’t want to be made a fool of in front of women like that wimp!” But what isn’t being considered is that other beers may even taste better. It’s just that the viewers have now been so stripped of their masculinity for not being as huge and strong as that man, that they now have no choice; Coors Light is manly while other options are wimpyThe media is filled with opportunities to sell us things, as well as ways of life, senses of self-worth, how we view the world, what we consider to be power, wealth, prestige or success. This is one of the largest tools of our culture, and education of our own culture. Its power in creating doubt in ourselves as to our value or merit, or even our worth to our families or the world around us has created almost a necessity to purchase things. We feel instantly gratified, but only for that instant. We get a surge of confidence and completion upon purchasing something, but it all flows away the second we see another thing in an advertisement that is directed at us, much like our money flows away when we see that next item for sale.