Snickers Mocks the Idea That Men Can Respect Women: An Analysis of Advertising Perspective

This article analyses the Snickers ad in Australia that focuses on sexism and feminism. It falls under the 4th quadrant of active social and cultural group perspective of advertising. The advertisement reflects on the issue of feminism and the objectification of women. The impact of feminism on advertising analysis and critical perception enhances the significance of a stand against the male-subordination over women.

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(Snickers Mocks the Idea That Men Can Respect Women)

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Snickers Ad in Australia
The visible or the distinct form of marketing or communicating that engage different
elements to require in the process of communication such as sponsors, messages that are not
so personal for the promotion or the sale of the product, unique or innovative ideas or the
rendered services so concerned. The ones who sponsor the advertising are mainly the
business firms who wish to expand their reach in the market they are dwelling or prevailing
with the help of their respective goods and services produced. According to Kim, Hayes,
Avant and Reid (2014, p. 296), the word advertising is very much distinct from the public
relations because, in an advertisement, the business firm advertising for the product has
complete control over the entire delivery of the idea or conceptions towards the consumers.
Considering the advertisement of Snickers that manages to focus on sexism aspect for
both men and women, it is going to be analysed under which perspective of advertisement it
falls and state its consequences.
This particular advertisement is pointed under the conceptual map of perspectives of
advertisement that focuses on the 4th quadrant of the active social and cultural group. This
particular section considers the related application advertising theories. The motive of these
kinds of advertisements is to focus on social-oriented issues and analyse the active
participation of the audience.
According to the response of the audience, the advertisement has focused on the issue
of the feminism that refers to equality of audience. The advertisement of Snickers can be seen
some actors working at the construction sites and reflecting the stereotype commenting on
women (Alessandri,2018). The remarks regarding the objectification of women had been
following gender-neutral interactions. The impact of feminism on advertising analysis and
critical perception enhances the significance of a stand against the male-subordination over
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women. According to Andrews and Shimp (2017), the concept of feminism is often
misunderstood as power domination of women. However, the actual conception is to equality
and reformation of women empowerment since the time women are being demoralised and
ill-treated in the society. The perspective of the advertisement was to an emphasis on the
theme that men still do cannot take the pain to respect women and thus, social and media had
been mocking at the advertisement concept. It depends on the audience and the prevailing
culture to decide whether the conception follows socio-linguistics, feminists, social semiotics
and visual persuasion theories in constructing post-cultural models. Hence, the significance
of the quadrant that follows the active social and cultural groups do consider the section of
the audience who are open to throwing their opinion and perception on the prevailing issues
of the society quite actively.
As opined by Khang, Han, Shin, Jung and Kim (2016, p. 540), an advertisement is
very essential for establishing a brand or a company in this evolving era. Different companies
make different advertisements which suit the different quadrants of the audience. The
choosing of the advertisements of Snickers seems to be beneficial as they have an active
group of audience and the clear perspectives could be drawn out about which perspectives
would be clarifying the adverts.
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Reference:
Alessandri, S.W., 2018. Advertising Campaigns Workbook. By Harsha Gangadharbatla, Kim
Bartel Sheehan and David Koranda.
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
Khang, H., Han, S., Shin, S., Jung, A.R. and Kim, M.J., 2016. A retrospective on the state of
international advertising research in advertising, communication, and marketing journals:
1963–2014. International Journal of Advertising, 35(3), pp.540-568.
Kim, K., Hayes, J.L., Avant, J.A. and Reid, L.N., 2014. Trends in advertising research: A
longitudinal analysis of leading advertising, marketing, and communication journals, 1980 to
2010. Journal of advertising, 43(3), pp.296-316.
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