This week, I am reflecting on the Folger’s commercial where the husband is treating the woman badly and in a subservient manner. This commercial has a good base where they describe the benefits of the product, keep the message simple, demonstrate the positives and negatives well. To change this for the better, I would make the husband more affectionate and respectful to his wife. Also, Folger’s could have the couple in the kitchen together eating breakfast side-by-side. The husband should not consider the coffee’s taste being the fault of his wife, but of the quality of the product. Having the wife in the grocery store is fine, but the husband could also be the one shopping as well. Again, in the grocery store, the wife could discuss with the clerk that she and her husband believe that the coffee they drink is too weak or too bitter, and have him suggest a different brand. The next scene where the wife is serving her husband should be the two of them again having breakfast and both agreeing that the coffee is superior to the others.
These changes help put both husband and wife on a level playing field and show unity in the decision. No one person is dominant over another and the decision was a group one. This alleviates the negative images in the commercial.
Taylor Boulerice
February 18, 2012 at 7:18 pm
I think the changes you’d make. Showing the couple together, where they aren’t playing stereotypical roles would make this commercial unbiased. I believe sometimes commercials use stereotypes in order to relate to their viewers or create a target audience, but it doesn’t always work to their advantage.
rortiz1
February 25, 2012 at 4:56 pm
Hi,
In the 1960′s women was still fighting for their rights to own and operate a business. Women was fighting for equal rights and equal pay even though affirmative action was established in 1930.
We still had a patriach society back then and men believed the women rightfull place was in the home raising a family and keeping house so this commercial reflected life back then. Was it appropriate? no, it was not!
In todays society, if they were to air something like that I believe women everywhere will have a lot to say and it would not be allowed.
Times have changed and yes, I agree with what you said about equality and decisions should be made by both husband and wife.
Ramdai