Masculinity In Advertising

In today’s society, advertisement has become a common part of our daily lives, to the point where an average person wouldn’t spare a second thought to how they manipulate the target audience. From radio ads, billboard ads, media ads and more, advertisement has efficiently marketed itself into everything we see and use today. However, when a specific advertisement is analyzed, it can be clear to see how advertising companies use certain techniques to manipulate and persuade how the population views their product. In this case, an advertisement of a car company, Jeep, nostalgically appeals to the american ideals of freedom and adventure in an attempt to persuade a working class Americans into buying their cars.

The advertisement begins with a

As the advertisement continues, the next scenes display a backstory of the narrator’s life. Firstly, it starts off with a description of the condition of the world when his parents met. The advertisement illustrates black and white video clips from World War II. This gives the advertisement a rugged tone, which further supports the idea of masculinity. While at the same time, providing the insight that the narrator was born during a time of war, the son of a soldier, an important clue in later character development. It is also in these scenes that a Jeep is shown to be parachuted off of a plane. By showing the Jeep falling from a plane, it foreshadows the product of advertisement. With this in mind, it also implements the appearance that the product is tough and can withstand exceptional circumstances. The following scene changes to more era film of the narrator 's mother, making the advertisement suddenly take a softer turn. So now the commercial has an element of femininity alongside masculinity. The narrator describes his mother as a “free spirit” and his father“gung-ho.” These descriptions play a significant role in this advertisement because it is these archetypes the parents have that sets the theme of the overall advertisement. Overall, these scenes bestow the viewer of a sense of nostalgia toward the past with the use of historic photoage. Also the ad has broken from the strictly masculin idea as it introduced a feminine flow. By doing this, Jeep begins to broden 's

While these off roading shots are being shown, the voice overlay continuous with the narrator who posed a rhetorical question about his parents. Asking is his mother has given him “too much freedom” or if his father has given him “too much adventure.” He gives half a reply to this by saying “my scars and bruises tell their own story.” Then wrapped up the commercial by giving a tribute to his mother and father, “so here 's to you mom and dad,” as shots of a single Jeep makes its way around “freedom and adventure.” The next shot is all all black screen with only the Jeep logo on it. This is the end of the commercial. This point of the commercial is tying everything together. It is here where you can really see the parallel between the narrator 's parents and the Jeep. The fact that the Jeep reminds the narrator of his parents show that this car has the sense of freedom and adventure that was painted throughout the ad. The parents combined who they were into their son, much the same way that Jeep has been combined to have the best of both worlds so to speak (masculin/ feminin, off roading/