One of the preview ads for the Blackberry Storm is shot from the point of view of a guy approaching a Blackberry on a table. We hear his internal monologue, then see his hand reach for the Blackberry. As music wells up and the scene disappears, we’re supposed to assume that he’s been impressed or sucked into an alternate reality or something.
The framing of the ad puts the viewers in the man’s place. assuming that the viewers are heteronormative white bourgeois men and, if they aren’t, imposing this status upon them. It’s a nice example of how modern US middle-class society continues to assume that hetero white men are the default type of people.
[youtube]http://www.youtube.com/watch?v=gbWsQCbqcE0[/youtube]
Comments 7
Fernando — October 29, 2008
So they can't do ads from the point of view of a human being with recognizable traits that place him as a white male? The ad doesn't have any kind of discrimination against non-white non-males. Unless, of course, the simply act of portraying one is such a thing.
Also, products are aimed at a certain public. They must try to relate to that public when selling something. As you've showed in an other post the other day, money is unequally distributed in america, and white people are richer. A blackberry is not cheap. Do the math.
jane — October 29, 2008
But the voice is Jim from The Office (or at least it sounds like him), so it's okay with me!
Steve — October 29, 2008
Yeah, your analysis here goes too far. They're targeting it to the exact guy who's speaking. That's assuming a lot, sure, but it's not unfair.
Daniel — October 29, 2008
I don't see where the ad is heteronormative at all. How does this ad do any assuming of the person being hetero?
William — October 29, 2008
@Daniel
I agree. In my opinion, Assuming that the character is heterosexual says more about the author of the commentary than the ad's creators.
Paul — October 29, 2008
I'm divided on this posting. The original analysis does seem valid; a quick search on YouTube doesn't offer any comparable ads shot from a female or non-white perspective.
But the Vodafone ad introducing the Storm has a refreshing, if obvious, 'Benetton' mix of sex/race:
http://www.youtube.com/watch?v=stzqLqBUECc
I guess for me the point is that the default perspective is from just another white male POV (full disclosure; I'm just another white male).
Anonymous — October 29, 2008
Isn't it entirely possible (in fact, likely) that rather than being a default person, this white bourgeois man specifically represents the commercial's target audience?