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Norms

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Submitted By sjlee0712
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Going against the Norms
Have you ever seen a six foot four inch man get into the driver side of a small vehicle? Or have you checked out a woman with amazing, toned hour glass body and thought to yourself that you look happier than her, so it does not matter what you look like? These situations and thoughts do not come and go often because that is not how we typically think. According to the new 2016 Super Bowl commercials, the two commercials that caught my attention of going against these society norms was the Mini USA campaign defying label’s, as well as the Axe Menswear deodorant during the commercial breaks. Both of these showed in different perspectives of how we could be happy without worrying about our self-image and not worry about what others think.
The Mini USA has been promoting the campaign “defying labels” since the 1950’s. When they first created the Classic Mini Coopers; cooperate owner, Sir Alec- designed the cars by flipping the engine sideways and pushing the wheels outwards to create more room in the cockpit. This creative design gave its own unique spontaneity and defied the basic norms of what a car should look like. Majority of the time, anyone who had seen a mini cooper or is discussed amongst population often label the car as “too feminine”. However, there are celebrities who were used into the commercials. The celebrities were Serena Williams, Abby Wambach, Randy Johnson, Tony Hawk, Harvey Keitel, T-Pain. They all had a testimony to share about the relation to the car they had in the past, and how much they adored the car. Some were women, and others were men. Regardless of gender bias they all had a masculine figure compared to the norms for being “too feminine”. They encouraged viewers to forget the labels of what people have referenced you as, but to do your own thing, and get the things in life you aspire for without anyone’s second opinion.
Another Advertisement that grasped my attention during the commercials for Super Bowl was the Axe deodorant and spray that had the campaign of “Find Your Magic”. The advertisement heavily enforced on how men should not worry about whether or not they have a six pack abs but instead; celebrate their quirks that make them a specific individual. The commercials have different comparing “Why have abs when you got the (Other attracting variable)”. This advertisement gave men freedom to feel just as handsome and attractive without having the “Greek God body” on Abercrombie models, but to be happy and satisfied with the unique quirks and personality they have while using the brand Axe. This specific campaign gave a creative image on how using this product will make you feel self-satisfied.
Both of these advertisements had great representation of how these products can help build self-image with confidence. Assuring many that is okay to go against the norms- to purchase the products and have what works for each individual. Whether if it is driving a car that does not meet the gender specificity or to wear the specific deodorant or any fragrance. We are all hung up on how others view us that we live our day making sure we feel accepted with the choices that we make. It was liberating to see these advertisements that represented confidence in different perspectives. If you look up the definition of self-confidence, it talked about how it is a “socio-psychological concept that self-confidence relates to self-assurance in his or her own personal judgement, ability, power, etc”.We may feel accepted that that very moment making the decision that others agree with, but how liberating would it feel if you made that decision wholly on your own knowledge and beliefs? During high school when I played volleyball, I remember using the deodorant of Old Spice that typical men wear, I was often made fun of because it would smell like what a guy should smell like. But going against what others thought and wearing that solved my problem of having terrible body odor after 3 hours of practicing volleyball and made me as a unique individual. There is never a set requirement on what woman should only apply for themselves. This goes in to a broader perspective on how some males wear make-up because they like the image of having contoured faces and looking sophisticated. Also, some women wear the new fashion of “boyfriend jeans” although they do not complement the shape of the body, but because they are comfortable and looks good in their own opinion.
I believe these advertisements help us realize that with a broader perspective about what we purchase daily and choose to have around us can help be really open minded and have more positive environment around us. Even if it feels better to have a “Masculine” Ford F- Series Truck as a male, or to wear products that may have gender bias.

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