Ideology Behind The Snickers Commercial

Many people watch the Snickers Diva commercial and think its funny, but people may not understand the true ideology behind the commercial. The commercial has a purpose behind it. It targets all men when it states, “You’re not you when you’re hungry.” It sends a message to men telling them that in order to be a man, they must satisfy their large appetites. To do that, they should eat a snickers, a man’s food. In Susan Bordo’s article, “Hunger as Ideology” she talks about how society views the appetite of males and females. Women can only be seen as beautiful if they are thin. She refers to a dialogue between two young girls saying, “Your mother, she is so slim, so beautiful! Does she eat?” The daughter replies: “Silly, just not so much” (pg99). …show more content…
Men are supposed to have hearty, even voracious, appetites. It is a mark of the manly to eat spontaneously and expansively” (pg.108). This quote relates to the snickers commercial because it shows that Jeff is so hungry, that he is not himself anymore, he’s a diva. Jeff has an acceptable, large appetite that all men are said to have by our society. His character depicts an image to all men, letting them know it is okay for them to have a large appetite, and in order to satisfy their hunger, they should eat a snickers. It shows that when a man is hungry, he is not a real man anymore. In order to be a man he must eat a …show more content…
They have to fit into the stereotype that society has created. It is not acceptable for a man to act like a diva, as in complain about everything. Based on this commercial, all men act like divas when they are hungry. Therefore, men should always keep their hunger satisfied even if it means to eat spontaneously. Men are not required to eat at the kitchen table at home; they eat anywhere, even in the car like the commercial shows. Along with the message to keep your manly appeal this commercial also depicts a second message. The second message targets the audience’s fear of aging and personality changes. Society today is terrified of the idea of aging with an inability to compete with the younger generations. Society is most interested in the young and the beautiful, and this doesn’t only target women, it targets men also like in this commercial. Going hand-in-hand with the fears of aging is the fear of changing in a negative manner. Society wants to be young forever; the elderly are paid no