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| June "Mama" Shannon from Here Comes Honey Boo Boo |
So the commercial starts with, "there's a better within all of us". The advertisers want the audience to believe that Arnold/Oroweat breads will help bring out that better quality of their lives. When this is said, a very fit woman is jogging just as the sun rises. And she's smiling. She's obviously very happy that she is out exercising at the crack of dawn. Of course she's happy! She's thin! Her legs don't chafe when she runs, her fat doesn't sag over her elastic waistband and her pours don't sweat bacon grease. If they did, she'd look more like this.
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| Homer Simpson from The Simpsons |
That was the first mistake with this commercial. Then, after a nice brisk jog at the crack of dawn, she's in her kitchen eating a nicely prepared, well-balanced breakfast of toast, orange juice and fruit. And once she takes a bite of her toast, it just brightens up her day. And after just that one bite, she takes her keys and is ready to conquer the world. This was the second mistake. No one is this happy in the morning getting ready to go to work unless they are severly medicated or about to go off the deep-end. And nobody eats that healthily in the morning! That's the kind of food squirrels eat and those things are freaking crazy. I don't know about you but this is how I eat in the mornings.
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| Rasputia from the movie Norbit |
Then she goes happily to work, still smiling like an idiot. Then she's back at home admiring herself in the mirror (conceited much? Just kidding I do that too...I just cry afterwards). Then she goes grocery shopping and looks at the pasteries. YUMMY YUMMY IN MY TUMMY. And as she starts to salavate, her stomach rumbles and she inches closer toward her target, her eyes lock in. She gets closer, her heartbeat increases, her imagination running wild as to what delicious calorie-filled delight is in store for her. But then she remembers the Arnold/Oroweat bread conveniently placed right in front in her basket and she turns her chin up like some uppity b**** (pardon my French) and she goes home.
No, after shopping at the store, she's home playing soccer with her children and then serving a delux dinner of Arnold/Oroweat sandwiches. And then we realize why Arnold/Oroweat is so much "better". It is because it is filled with delicious whole grains and fiber and once you eat better, you feel better and therefore you become better.
Obviously this super-mom is on crack because she's buzzing around like a hamster in its wheel non-stop. Early jog, breakfast, work, grocery shopping, playing soccer, and serving dinner all in a day's time. OBVIOUSLY it must be the whole grains and fiber.
So the woman in this commercial fits and breaks some stereotypes. 1: she's thin, pretty, and blonde: stereotype successful. 2: she's a careerwoman: stereotype broken. 3: she shops for groceries: stereotype successful. 4: she takes care of the kids: stereotype successful. 5: she prepares the meals: stereotype successful. and finally 6: she's concerned about her weight and health: stereotype successful. Adding them all up, the stereotype fix/break ratio is 5:1. Great job Arnold/Oroweat.
Techniques used in this commercial probably are facts and figures because the 100% Whole Grain label is shown prominently throughout the commercial which also means the technique of repitition is used. This commercial could have used plain folks but to me her kitchen seemed out of a magazine and her energy levels were not that of a normal, plain person so I might have to pass on the whole plain folks idea.
The need to satisfy curiosity could be used because 100% Whole Grain is a number that satisfies curiosity. Probably the need to achieve because she is achieving her goals of staying healthy and slim with Arnold/Oroweat bread. Also physiological needs because there are many points where delicious and nutritious foods are displayed.
Before I sign off this is my final note. After watching this stupid commercial I feel like this.
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| Debra Messing from the movie The Women |
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