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- Title
You're not you when you're in a snickers' ad: Celebrity, intertextuality, and masculinity.
- Authors
Tollefson, Michael M.
- Abstract
Snickers' "you're not you when you're hungry" (YNY) campaign premiered in 2010. Ad agency BBDO, New York (2017) designed the ads as the centerpiece of an expensive, celebrity-filled Super Bowl promotion. This rhetorical analysis interprets the ads in terms of celebrities serving as intertextual messages that not only sell nut-filled chocolate bars but also reinforce identity stereotypes. In particular, the ads reinforce stereotypes of traditional sex roles. The ads reward viewer knowledge that plays into these stereotypes.
- Subjects
SUPER Bowl advertisements; MASCULINITY; INTERTEXTUALITY; STEREOTYPES in advertising; GENDER identity; CELEBRITIES; GENDER role; BBDO Worldwide Inc.
- Publication
Qualitative Research Reports in Communication, 2019, Vol 20, Issue 1, p35
- ISSN
1745-9435
- Publication type
Article
- DOI
10.1080/17459435.2019.1605403