This commercial presented a child dressed up as Darth Vader attempting to use “the force” on their household items and dog. later in this commercial, the father comes home from work and the child rushes past him to attempt to use the force on the father’s car (the Volkswagen). After a patient and quiet moment of attempting to use the force on the car. The car suddenly starts and then in disbelief, the child looks around for any other reason for this to happen other than the force. The commercial then cuts to the parents sitting in the kitchen watching through the window as the father holds up the key to the car for the remote start. It’s an adorable commercial starring a child that wears a Darth Vader costume throughout the entire ad. although, what I noticed was the parental roles presented in the commercial. The mother presumably being a stay-at-home mother that is shown making a sandwich for her child. The father being a well-dressed, bigger, and stronger man, coming out of a fancy car, holding a briefcase, paints a stereotyped image of male and female roles that work with stereo typical father and mother roles. What I found was interesting was a contradictory presumption of the child’s gender role. Right off the bat you see a child wearing a Star Wars themed costume you would pair that with stereo typical boy values but later in the commercial it cuts to the child being in a stereo typical girls room; having the theme of pink, dolls, and soft things in the background throughout the entire commercial you do not see a young female character and yet you also never see the face of who is under the Star Wars Darth Vader mask. This could boss fully suggest that the child possibly a girl. This thing breaks the stereotype or stigma between girls not liking Star Wars. I want to say that the commercials purposeful audience is closer to both male and female audiences, but the product itself was only in the scene with the eldest male character and the child character who is presumably a boy. This point and the typical mother and father roles that the two older actors are playing, concludes My judgment on if the commercial is more towards male or female audiences.
Shared by: Ashley Evans
Image Credit: https://www.youtube.com/watch?v=YdZMypElBpo