Fruit of the Loom

September 21, 2010

Commercials usually use stereotypes in order to target a specific audience. Usually they are very indirect, but since society is built on certain images and how things should be everyone just knows who commercials are for.

This one specific commercial caught my attention because it is very straightforward and touches every stereotype we spoke about in class. It is a Fruit of the Loom commercial for men’s underwear. The commercial has a group of men singing in a deep voice. The deep voice is used to show how manly they are and how strong they are. The men in the commercial are all in uniform of typical manly jobs, for example, lumberjacks, doctors, construction workers, etc. and it all tied in with what we learned in class. There are certain jobs or careers dominated by men simply because of an image that people are afraid to ruin.

In this commercial there is one woman. This woman is a waitress at a restaurant. I didn’t pay much attention to it the first time I saw the commercial, but when you think about it, it says a lot about how women are viewed in society and about what their roles should be.


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