Abstract
This paper discusses the ethical implications of the Snickers’ ad campaign, “Get Some Nuts”. Through priming, framing, race, gender and sexuality stereotypes, researchers explore cultural resonance and hegemonic ideologies within this ad. In this study, close to 200 students examined separate international ethical standards toward this 30-second commercial starring Mr. T. Student comments collected indicated that implicit racist, sexist and homophobic lenses resonated and caused ethical concerns.
Highlights
On August 14, 2019, the Advertising Standards Agency (ASA) of the United Kingdom exercised a change; the same ethics board, which remained silent because it considered a 2008 Snickers ad with the tagline “Get some nuts” to be in good humor, removed two ads that perpetuated stereotypes
The primary issue that the students had with the advertisement was that it was unethical in its portrayal of the speed walker as “less of a man” and the violence used in the commercial to convert him to a real man: “...the way in which the commercial was filmed didn’t serve high ethical standards”
The violence used to make a real man out of the speed walker has been a cause for concern, according to these students: “I would justify discontinuing the television commercial because of all the controversy going on pertaining to gay, lesbian, etc
Summary
On August 14, 2019, the Advertising Standards Agency (ASA) of the United Kingdom exercised a change; the same ethics board, which remained silent because it considered a 2008 Snickers ad with the tagline “Get some nuts” to be in good humor, removed two ads that perpetuated stereotypes. Both 2019 ads, one for Volkswagen and the other for Philadelphia cream cheese, stereotyped traditional gender roles—showing adventurous males, clueless dads and a caretaking woman. Gramsci proposed that members of a ruling class or group in an attempt to exercise their power will suppress ideas and norms that go against the established norms
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