Critical Deconstruction This advertisement used the gender roles of marriage at the time to encourage the use of Black Label beer. The wife is shown as a “busy bee,” running around the house and doing all types of work. Yet, when the man comes home from his day on the job, it is expected that she wait on her husband by bringing him a beer and encouraging him to relax. Black Label created a commercial that appealed to the public at large because the American ideal was a career husband and housewife. The norms and common goals of society were depicted in the husband-wife relationship shown by Carling in this ad.
Creative Deconstruction Carling Black Label beer had a jingle that greatly represents the assumed roles of gender in marriage during the 1950’s. It was assumed that a man served as the financial provider and maintained a work day, typically of a 9-5 white collar position (as signified by his collared shirt and carrying a newspaper). Men are shown later in the …show more content…
The gray pavement and the majority of the children being dressed in dark clothing is contrasted by the three in yellow. This visual represents the statistic that only 10% of children get the recommended amount of daily exercise. Then we see the children holding a red arrow, seemingly displaced from a graph that shows that number is dropping. A young boy is depicted as wearing a coat with continually added layers as we are told that nearly 30% of children are overweight or obese. The PSA then announces that children have a shorter life expectancy than their parents as a result of these factors. Our ray of hope is shown in the final scene, where various types of sports balls (mostly red, white, and blue) come flying out from the corner of the screen. By getting active and getting started in sports, we are told, our children will have a better life. Finally, we are directed to the active for life website for more