Snickers Superbowl commercial 2015

By Maria Vazquez

 

This commercial from the 2015 Superbowl features the t.v. show “The Brady Bunch”, which is a show from the late 60’s to early 70’s. The commercial features the two daughters Marcia and Jan, who are two well-known icons of the 70’s. The Brady Bunch is still a show that most people know or recognize. The Ad also features the actors Danny Trejo and Steve Buscemi who are also known today. Danny Trejo is known for his role in the slasher film machete. His character is very violent. He also uses the “hostility” of that character in the advertisement. 

The ad features the signature catchphrase “You’re not you when you’re hungry… Snickers satisfy.” In this instance, the daughter Marsha who is played by Danny Trejo is complaining to the parents about some incident at school and is starting to get a little “hostile”. The mother hands Marsha the snickers bar and says “You get a little hostile when you are hungry.” After she eats the snickers bar Marsha is back to her normal self, a beautiful teenage girl. Then the camera pans to Jan’s character, who is played by Buscemi. Jan is the younger sister and can be described as the one who does not get as much attention as her sister because she is not as pretty as Marcia. And of course, Buscemi is not the best-looking actor either, so the reference would be comedic. 

In this commercial semiotics is represented through the Marsha who is a teenager in high school, and is not acting normally.  The Brady bunch represented the typical American family in the 1970’s. They were considered the Americanized family.  The snack is targeted to everyone young or old. As stated in their marketing code “Mars Marketing Code is our commitment to never directly advertise to children younger than 12 years of age.” In 2010 snickers did a commercial with Betty White who is an older woman.

The psychoanalytic aspect of this commercial is the emotional appeal of being “hangry” or having the feeling of hungry and having the emotion of being angry. So, when people get “hangry” they associate eating snickers as a way to satisfy their hunger, which is the aim for the brand. It also uses the emotion of acting like yourself or normalizing. An example would be “you’re not you when you are hungry.” which broken down can mean you are not acting normal. snickers-logo

the political/economical aspect of this advert is stated on the snickers website at the bottom of the page according to their mission they aim to target people over the age of 13 years old. “We have a Marketing Code that governs all our promotional activity and states that we only promote our products to people aged 13 and over as this is the age at which we believe that people can make informed choices about sensible snack consumption.” which is stated in their “promise” of advertising. Also, the advert features a white family from the 70’s, which for current times might be considered offensive. However, with this particular ad, they feature a Hispanic Actor Danny Trejo.

 

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