http://www.youtube.com/watch?v=xyrY_zCcoCw&feature=related
I chose to do one of the many Captain Morgan commercials. In this particular commercial we see a small group of men who spot a smaller group of attractive women sitting up at the bar. Some eye contact is happening between the two groups when the smallest guy in the group speaks up to his friends and starts ripping his friends clothes off and throwing out random job titles, like a romance cover novel model, a bull fighter, and a plastic surgeon who only does pro bono burn work. We have all heard the saying that alcohol is like a shot of courage in a glass. This commercial is the perfect example of this saying. When you watch this commercial the men don't seem like they would have even approached the group of women had it not been for the alcohol. But after their having a few drinks they actually pick out random jobs that would impress the women at the bar. This commercial and many others like it perpetuate the myth of alcohol being necessary for men and woman to talk or even approach one another. All these commercials tend to give the impression that people can't even talk to one another without a crutch and the crutch many times is alcohol. We as people depend very much on the need for an excuse to talk to another person. It seems to me that it shows we as people have low self esteem we rely so much on artificial courage or as we like to say courage in a shot glass in order to speak to members of the opposite sex.
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This ad touches on may hot or popular themes about drinking. For one it takes place in a bar which is a classic place for people to rendevous and or meet men/women. The next is obviously the lying, which may or may not be caused by the alchohol. Then of course there is blatant sexism in the ad. The women are portrayed as prizes to be won, and apparently the women buy into this, or are too drunk to care. I don't know about anyone else but I smell an unhappy ending.
ReplyDeletethis commercial is stating that captian morgan is the top dog of alcohol and to drink it you have to be a captian. its showing a man take charge of the situation and putting 3 of the 4 people in a role women would find attractive and since their are only 3 girls one guy that is probably a symbol for other alcoholic drinks gets left out becuase hes not a captian.
ReplyDeleteThe main myth is almost immediatley protrayed. Captain morgan suggests that you need to be someone you're not to pick up women. This advertisment is targeted toward men. It also suggests women only care about outward appearences.
ReplyDeleteAlso "captain improv" is given all the power to decide who is what character, and decides who remains as "themselves".
Apparantly if you drink Captain morgan you'll have advantages and a special name over bicardi drinkers.
Different classes are also protrayed because Captain improv chooses to dress as a doctor, and at the end of the commercial you hear a woman's voice say "Oh doctor." This is important because of the three "characters" the doctor is the highest up as far as class.
Also it is worth noting that the african american man is given the role of a different minority. while the other two roles could be protrayed by any race.