http://www.youtube.com/watch?v=UHbhngwg3uc
This is the most recent commercial for the toilet paper brand "Cottenelle"
At first I thought it was simply another one of those ridiculousy adorable commercials with kittens in it, but instead they are not so subtly making a connection between toilet paper and a healthy sex life with just "one little switch".
The age of the couple is apparent and made all the more exaggerated when she explains how they have been together for so long. It is also apparent by her mannerisms as well as her general look. That of a healthy older women roughly in her fifties, early sixties. Their age is hinting at the need for change in their routine. That somehow changing to a new type of toilet paper will make them young and sexy again. The man will take her out and that is going to give them a fresh start.
The commercial takes place in the bedroom, (as if that is the only place a women is sexy? that is the first thought that came into my head as I was watching) and references the thickness of the toilet paper as she fingers the package. If there were anymore innuendoes it would be an add for a vibrator or Viagra.
It once again leaves the changes up to the women, who is bound to her household duties and the Mans job to take her outside the home. She is to make his life more pleasurable.
How her life is so routine that the only way she could think to spice it up is to buy new toilet paper.
When her husband try's to ask where she keeps something, she doesn't even wait till he has finished asking the question before answering, as if she is so used to his commands, that she no longer needs to be asked to know what he wants.
Over all, I found the commercial to be quite sexist and stereotypical. The way they portray older adults needing to step things up, by breaking out new toilet paper is a subtle innuendo that is sure to be noted by many viewers.
I thought this was the perfect "Household good" :)
~Rosebud
This is the most recent commercial for the toilet paper brand "Cottenelle"
At first I thought it was simply another one of those ridiculousy adorable commercials with kittens in it, but instead they are not so subtly making a connection between toilet paper and a healthy sex life with just "one little switch".
The age of the couple is apparent and made all the more exaggerated when she explains how they have been together for so long. It is also apparent by her mannerisms as well as her general look. That of a healthy older women roughly in her fifties, early sixties. Their age is hinting at the need for change in their routine. That somehow changing to a new type of toilet paper will make them young and sexy again. The man will take her out and that is going to give them a fresh start.
The commercial takes place in the bedroom, (as if that is the only place a women is sexy? that is the first thought that came into my head as I was watching) and references the thickness of the toilet paper as she fingers the package. If there were anymore innuendoes it would be an add for a vibrator or Viagra.
It once again leaves the changes up to the women, who is bound to her household duties and the Mans job to take her outside the home. She is to make his life more pleasurable.
How her life is so routine that the only way she could think to spice it up is to buy new toilet paper.
When her husband try's to ask where she keeps something, she doesn't even wait till he has finished asking the question before answering, as if she is so used to his commands, that she no longer needs to be asked to know what he wants.
Over all, I found the commercial to be quite sexist and stereotypical. The way they portray older adults needing to step things up, by breaking out new toilet paper is a subtle innuendo that is sure to be noted by many viewers.
I thought this was the perfect "Household good" :)
~Rosebud
I totally agree, this ad puts many stereotypes into play, as Rosebud mentioned, their age and gender roles. Having the woman having to purchase a new household good to add some excitement into play. I'm tired of seeing ads featuring women and household goods (cleaners/products etc) into a sexual/relationship context. Its getting old! Many if not all of these ads including the ones that are found on group one's blog feature white, able people. This one is a little different as they are an older couple but they add the stereotypical sex problems in there. Maybe women would get excited to see a man use some of these cleaning products in the commercials and sales would go up!!
ReplyDeleteBakerella
Nice clear point, Bakerella; why do so many of the ads for cleaning products / food use relationships - sexual or romantic as the setting for their products?
ReplyDeleteThe Doctor
I have to completely agree with Bakerella. I too am completely fed up with ads featuring women and household goods together - its so typical and should honestly be outdated by now! This is why it is so refreshing to see commercials that feature men as the ones in charge of the home - for example there is a Tide commercial where a father is braiding his daughters hair while talking about laundry. I love it!! These days, it seems that almost anything can be sold with a little sprinkle of romance or sexuality. Seriously, put a woman in an ad next to a new toaster and it'll sell like gold. The big question here being why, like The Doctor said, do companies use these advertising strategies? I believe this could all relate back to the idea of "ideal romance", romance is psychologically satisfying to women because it allows for some sort of unification of the inner 'self'. In class we discussed how women regard themselves as 'in relation' to the world around them, which contrasts greatly from men. Therefore do advertising companies tap into this idea? They seek to attract a woman's inner desire to be nurtured by incorporating romantic relationships in their ads? This seems to make logical sense to me... any thoughts?
ReplyDeleteCheers
The Veiled Interpreter