Snickers Advertisement

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for a young male audience.
In the Snickers candy bar advertisement, the creators decided to switch up the commonly held stereotype of children eating candy to young male adults needing candy. The advertisement portrays a group of people playing football in a playground on a sunny day. They are dressed in T-shirts and pants, when suddenly Betty White, a former Golden Girls star, is running around in the game pushing guys around. She eventually gets tackled by one of the men and the two fall into a mud puddle. A player says, “Mike, come on. What are you dealing with?” She then answers, “Come on, man. You have been riding me all day.” He replies, “It’s like you are playing Betty White out there.” She then answers, “That’s not what your girlfriend said.” She then turns around when a girl calls her baby, gives her a Snickers candy bar, and says, “Better?” When the screen moves, the old lady turns into a young guy ready to play football after taking a bite of the Snickers candy ...

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football player in the commercial. According to Steve Craig’s article “Men’s Men and Women’s Women,” Craig mentions that “When women do appear in men’s commercials, they seldom challenge the primary masculine fantasy. Men’s women are portrayed as physically attractive, slim, and usually young and white, frequently blond, and almost always dress in revealing clothing” (Craig, 207). The main character’s girlfriend is only on screen for less than two seconds and she is a slender, physically attractive young female. She is nothing more than a supporter of her boyfriend and her only job is to give him the candy bar. Therefore, her role is consistent with female norms of physical attractiveness ...

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