Thursday, October 14, 2010

Finding Meaning in Sonic Ads

             This week my Professor assigned us to pick an advertisement and evaluate it by using the visual perspective theory. This theory involves analyzing visual images and finding meaning.
             I found that the Sonic ads of the married man and wife were very stereotypical. There are many different ads but I found two that I really thought was funny but also portrayed the stereotype that men are buffoons. In these humorous commercials the wife is empowered, as the husband looks dumb. In the ad called “sonic chicken you don’t know what you like!” shows a perfect example of the stereotype that woman control their husbands. She tells him to choose what kind of chicken they should eat and he named off a bunch and disagreed with all the choices. Then the empowered wife tells him what they both will eat and didn’t care that he didn’t want that. He disagrees but then responds in sarcasm that he was wrong and doesn’t know what to eat. As she goes “you don’t know what you like” which gives the perception the women are wiser and know more then men. He looks like a buffoon and a push over as he allows his wife to control him in this way.
            This showed the stereotype that men listen to their wife and just agree that everything they say and do is right and they are wrong. The other Sonic advertisement was even worse and made the husband look ignorant. He tells his wife he is waiting for his hot fudge shake to cool down and she tries to explain to him that it is indeed a hot fudge shake but it is not hot. He looks dumb as he responds that you need to have someone explain it to you and she says only you. This just proves my point that married men are stupid which relates to the visual pleasure theory in the fact that we see this as funny and normal. 
            Media has influenced the way we see marriage and draws viewers to see this as humorous. By making audience laugh this brings pleasure as they enjoy watching a married couple argue and watch the husband makes a fool of himself. But, this is normal comedy and we see this on television and movies all the time.

Sonic Chicken Ad
Sonic Hot Fudge Shake Ad

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