Cancelled the Thief? The Negative Message Conveyed Through Advertising

Posted on June 21, 2006

By Trudy A. Martinez

Preparation for another Doritos commercial begins.  Chase is about to go on.  He starts to run then suddenly, we see two men running toward him, yelling, “Stop- – Stop!”  Short of breath they continue.  “You can’t,” they hesitate and gasp for air and then continue, “go on — you’ve been cancelled!” They exclaim.

“Cancelled?  Commercials don’t get cancelled.”

“Your ratings are down,” they explain.

“Commercials get ratings?  I’ve been cancelled?”

“Cancelled,” they reassure him.

Shrugging his shoulders, Chubby leaves the set but not before grabbing the old lady’s Doritos!  He is then seen outside the studio, eating the Doritos, when the old woman comes swooping down on a rope, fearfully hanging on for dear life, retrieving her Doritos.  The scene ends with Chubby taking the chip he still has in his hand, putting it in his mouth, biting it, and saying, “Good Chip.”

Saying, “Good” doesn’t make it good.  The effect is not much better than the first time — I still will not buy Doritos!  He steals her bag again!  She has to swing from a rope like a monkey to get them back.  The message changes, but only slightly:  Now, it is up to the elderly to retrieve their own stolen property.  Assisting them is no longer up to the youth of America or anyone else.  The endorsement by Doritos and Chubby continues. The message they continue to send says committing theft against the elderly, is okay.

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gramatrudy

BA degree in English with a single subject certification 1994 I enjoy writing, art (all forms), especially drawing/multi-media , quilting, sewing, embroidery, photography (still and video), and most of all, my grandchildren and great-grand-children.

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