Lg Artifact

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Artifact: 2014 LG Electronics advertisement. Son is standing in front of the refrigerator with the doors wide open. The mother is basically saying does he expect the food to jump out at him and she eventually helps him find food to eat. Then the father does the same thing and the mother sees where the son gets his “deer in headlights” confusion from. https://www.youtube.com/watch?v=cDwOWW0x41E Importance of artifact: This artifact is important because it plays into negative stereotypes of men. LG is making the point that men believe that things just happen, when instead it is often women who are “making these things” happen. LG is also basically saying that males need females in order to survive. This advertisement seems to fit into a radical …show more content…

If yes> how?: This advertisement does not reinforce taken for granted hegemonic beliefs and instead rejects them. The mother (female) is shown as the powerful figure that is needed in order to help the father and son (men) survive. Instead of men being strong and independent they are depicted as weak and needy. How does this artifact perpetuate patriarchy, masculine hegemony and/or heteronormativity? OR is this artifact one that operates as a site of struggle by challenging these things? If so how?: This advertisement operates by challenging these things, however, they are not conducted in a positive light. In this subverted approach, women are still shown that their place is in the kitchen, but are useful. Consequently, there is some positive improvement here. However, men are deemed as incapable of taking care of themselves, which reinforces negative stereotypes. What aspects of the artifact do you plan to analyze?: I would analyze how the men are being suppressed, how they are deemed as incompetent. I would compare the view of men in this commercial to that of hegemonic beliefs. Show the difference between the two, and yet how they are both

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