Commercia Commercial 2: Secret Deodorant

Commercial 1: Miller Lite

The character in the first commercial is about a young attractive business man, appearing to have just gotten off of work. He orders a light beer from the female bartender, stating that he did not care which brand he got. The bartender tells him, “well, when you start caring, put down your purse and I’ll give you a Miller Lite.” The narrator comes into play in the back-round, suggesting he needs to “man up”. The next screen shows the gentleman sitting with his 2 buddies, he gets up, letting them know that he is going to order a Miller Lite. This ad was for the “man’s man”; It features a young attractive woman, re-enforcing men that they need to be masculine. The ad suggested he was less than or not good enough, because he was wearing a satchel and ordered an unbranded beer. I thought that this ad was pretty dehumanizing.

She is overly excited about the “new guy” whom has just been hired. As she is boasting about him being hot, stating, “he is tall, dark, no wedding ring”, she is surprised to be interrupted and realizing he is actually sitting in the office. The ads narrator states, “sometimes you just need a stronger antiperspirant” and that it, “helps handle even heavy sweating.” I believe this commercial was targeted for the “women’s men” because they used the attractive young male is persuading the female fantasy, and they like a sexy single male. The ad presses that this for women under stress and that women can handle even the most stressful situations.

I do think that these categories could over-lap and pertain to more than one category. The Secret commercial could also overlap with “Women’s Woman” because in the advertisement the secretary showed female empowerment, confidence and natural beauty.

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