The aim of this assignment is to examine one of the commercials above and to expound on the ideologies present.In addition to defining ideology and examining the ideologies of your selection, you must also discuss the role of interpellation.For example, how do you believe interpellation is functioning in the commercial and constituting ideologies?Hegemony is another term that might be important to define and discuss in relation to ideology and interpellation (depending on your analysis and selection), but it is not a requirement.

QUESTION

Formatting: PDF or MS Word doc, include page numbers, 12-pt Times New Roman, double-spaced

This reflection and analytical exercise is intended to be challenging.You should spend as much time preparing your answer as you do writing it by rereading materials, note-taking, and thinking through your analysis.Be sure to allow yourself adequate time to develop your thoughts—that will make the actual write-up easier to write and stronger as well.Your answer should be 4-5 pages.

Pick only one of the following commercials to analyze:

Snickers: #SnickersFixtheWorld – https://tinyurl.com/SnickersFix (Super Bowl LIV)

Lancôme, Idôle Eau de Parfum: I Can, We Will – https://tinyurl.com/ICanWeWill

P&G Presents: When We Come Together – https://tinyurl.com/WhenWeComeTogether (Super Bowl LIV)

Kia, Telluride: Give it Everything – https://tinyurl.com/KiaEverything (Super Bowl LIII)

The aim of this assignment is to examine one of the commercials above and to expound on the ideologies present.In addition to defining ideology and examining the ideologies of your selection, you must also discuss the role of interpellation.For example, how do you believe interpellation is functioning in the commercial and constituting ideologies?Hegemony is another term that might be important to define and discuss in relation to ideology and interpellation (depending on your analysis and selection), but it is not a requirement.

In beginning your essay, you should describe the content of the commercial.There are many possible approaches, but one common approach is to employ the five key questions/core concepts developed by the Center for Media Literacy.You do not necessarily have to go through each question/concept one by one, but they can be useful in first beginning your analysis and in organizing it later.

HELPFUL HINT:As discussed in class, the Encyclopedia of Gender in Media entry for ideology describes it in relation to Althusser’s concept of interpellation.Interpellation is described in that entry and more thoroughly in the chapter by Smith, “Role models and stereotypes,” (Feb. 18th reading) as “when a person accepts that she/he is being addressed” (p. 90)—essentially you become a subject.It is through this process of acceptance or transformation as subject that ideology is enacted.

IMPORTANT: All sources, including our classroom reading materials, the commercial, must be properly cited (APA or MLA).Full bibliographic information for excerpted readings is available on myCourses under “Pages,” if not listed on the syllabus.Please see this link for a good explanation of citing advertisements: http://libanswers.lorainccc.edu/faq/108551

IMPORTANT!!!!!!: While you discuss ideology, plz draw from any of our class sources on ideology and draw much more from Marxist ideology related to exploitation

ANSWER

Ideology and Interpellation in the Snickers: #SnickersFixtheWorld Commercial

Introduction

The Snickers commercial titled “#SnickersFixtheWorld,” aired during Super Bowl LIV, presents an opportunity to analyze the ideologies embedded within the advertisement. In this essay, we will explore the concept of ideology and its relation to interpellation, specifically focusing on Marxist ideology and its connection to exploitation. By critically examining the commercial, we aim to uncover the underlying messages and values it promotes.

Content Description

The “#SnickersFixtheWorld” commercial begins with a chaotic scene depicting various individuals in different scenarios, all exhibiting frustration and anger. As the chaos unfolds, a gigantic Snickers bar descends from the sky, symbolizing a resolution to the world’s problems. The Snickers bar is then shared among the individuals, resulting in a transformation of their behavior from angry and aggressive to calm and friendly. The commercial concludes with the tagline, “You’re not you when you’re hungry.”

Analyzing Ideologies

Ideology refers to a system of beliefs, values, and ideas that shape an individual’s perception of the world. It influences how people understand themselves, others, and social structures. In the context of this commercial, the ideology being promoted revolves around the notion that hunger can cause negative behavior and that Snickers offers a solution to fix this issue.

Interpellation and Ideology

Interpellation, as defined by Althusser, is the process through which individuals accept their roles and positions within a society. It occurs when individuals recognize and respond to the messages conveyed by a dominant ideology, thereby internalizing societal norms and expectations. In the “#SnickersFixtheWorld” commercial, interpellation is at work as individuals accept the idea that their negative behavior is a result of hunger and that Snickers provides the solution to fix it.

Marxist Ideology and Exploitation

Drawing from Marxist ideology, we can delve into the concept of exploitation. Marxism highlights the inherent power imbalances within capitalist societies, where the ruling class exploits the labor of the working class for their own gain. While the Snickers commercial does not explicitly address economic exploitation, it perpetuates a form of exploitation by suggesting that individuals can be fixed or controlled through the consumption of a specific product (Gomilanovic, 2016).

The commercial aligns with Marxist ideology in terms of commodification, where Snickers is presented as the solution to societal problems. By portraying hunger as a negative state and Snickers as the remedy, the commercial reinforces the idea that material consumption can resolve deeper social issues. This aligns with the capitalist structure, where products are marketed as essential for individual well-being and happiness, often distracting from the systemic problems at hand.

Conclusion

The Snickers: “#SnickersFixtheWorld” commercial presents a subtle but powerful portrayal of ideology and interpellation. It promotes the notion that hunger is a cause of negative behavior and that Snickers can fix these issues. However, through a Marxist lens, we can understand the underlying exploitation perpetuated by the commercial. By attributing societal problems to an individual’s hunger and providing a simplistic solution through consumption, the commercial diverts attention from more complex social and economic issues.

By critically analyzing commercials like “#SnickersFixtheWorld,” we become more aware of the ideologies at play and the potential consequences of accepting them uncritically. Recognizing the interplay between ideology, interpellation, and exploitation allows us to question the narratives presented in media and understand the broader socio-political implications. Ultimately, this analysis encourages a more critical engagement with the advertisements and ideologies that shape our perceptions and actions.

References

Althusser, L. (1971). Lenin and Philosophy and Other Essays. Monthly Review Press. https://www.jstor.org/stable/j.ctt9qgh9v 

Food Choice, Symbolism, and Identity: Bread-and-Butter Issues for Folkloristics and Nutrition Studies (American Folklore Society Presidential Address, October 2005) on JSTOR. (n.d.). https://www.jstor.org/stable/4137687 

Gomilanovic, D. (2016). The dinamics of persuasion. www.academia.edu. https://www.academia.edu/25190318/The_dinamics_of_persuasion