Advertisement Analysis

Advertisement Analysis:

 Dannon Oikos Greek Yogurt commercial

The Dannon Oikos Greek yogurt commercial above portrays a very questionable appearance in the audience. This commercial aired the night of the Super Bowl, a time when the perfection of ads are at their highest. The commercial is supposed to be promoting Greek yogurt, however it seems more to be promoting sex. In the beginning the man has yogurt on his lip and the girl picks it off with her finger while seductively sucking it off of her finger. This shows the common sexual appeal in ads that are used with females in order to give the audience a more sensual feeling. The man then drops the yogurt onto his lap and expects the girl to lick it off. This portrays the idea of control and the fact that the man has control over the women and that she is going to do anything to please him. The female is providing love for him. All he is doing is snaking down on a yogurt, revealing the fact that men's appetites are expected and openly accepted. The advertisement also uses a very romantic tune in the background to set the mood of the ad. It makes the advertisement seem to be more of a love scene, than a yogurt commercial. 

Just when you think that the girl is going to lick the yogurt off of the mans pants after giving him a seductive and not just yogurt hungry, but sexually hungry look the mood changes. Men come in and destroy the mood by embracing the humor of the scene by telling him to take his pants off. As the audience though we find out that it is because they want to clean his pants. As the women runs away out of sheer embarrassment the man tries to get her to stay. This relates back to the idea that men have no control and how he still wanted to continue the romance with her. The women however had control and decided that it was proper for her to leave at that moment. 

The last line in the advertisement says "Fuel your pleasure." This suggests that by eating yogurt, not only your hunger will be fueled, but also other pleasures like sex or love. Why is it that a female is licking the yogurt off her finger instead of a male? The reason is because if it were a guy, many people would see it as just being creepy and the guy as being a pervert. It is okay though for the female to make very sensual faces to the man. Why doesn't the male tell the women that it may be good for her to leave? This suggests the male stereotype that men have no control when it comes to eating or sex. 

What does this show about our society if we voted this commercial as one of the best on television during the Super Bowl? Can this be showing how as a society we still abide by sexual stereotypes and uphold tradition male and female roles?