There are four main cultural perspectives that I noticed within the Superbowl Car Commercials of 2012. They are as follows: Gender roles, Leisure, Health, and Family. Each tends to appeal to different audiences, however each is a part of our cultural world view. Below describes what each cultural perspective is and how it is displayed through car commercials.
Gender Roles:
Through the American perspectives gender roles can be narrowed down to masculinity and femininity. Masculinity is having characteristics that are considered manly, as constructed by the American world view. For example being strong, dominant, and powerful. Whereas femininity is constructed as being dainty, passive, and nurturing. This cultural perspective is used in car commercials majority of the time to appeal to male audiences. They show the car as being masculin, intriguing the male viewers into assuming that this car will make them look more masculin and dominant if they buy it.
Leisure:
In American culture hard work is significant. To get where you want to go you must work hard to get there. In the end, your hard work will be rewarded, by experiencing luxuries and leisure. Through all advertisements images of leisure are constantly put into our heads. In American culture, when you work hard, you take a break. This can be seen through the advertisements of all technology and especially car commercials. They make cars look like they are fun and easy to drive. Many advancements in cars has led (and is leading) towards no actual manual labour needed. For example the cars that self-parallel park for you. Advertisers make it seem as though as Americans you work hard enough, have a break and drive your car. By promoting leisure through a car commercial advertisers promote the accomplishment of hard work and the reward for doing so.
Health:
In American culture beautiful is having a healthy body. Being fit, slim, and active is what Americans consider a good lifestyle. Now I found this cultural perspective the most submissive in car commercials. You must have your eyes wide open to catch this cultural perspective, but it is there. Usually advertisers use the visual of people around the car to suggest the healthy perspective, not necessarily the car itself. In some cases, when the car is "active" and adventurous it can suggest a healthy and active life. For example a car is rampaging through the mountains. However usually the healthy perspective is related to the people who use the car. They are usually displayed as slim, active, and fit.
Family:
The values of Americans rely deeply on the importance of the family. Family, usually the nuclear family of four (mom, dad, and two kids) can easily be displayed in the visual of car commercials. Promoting the middle-upper class of a suburban lifestyle, among a safe and cheerful neighbourhood. The car plays an important part in this family because it is the transportation to each family member's activities, and brings them together for a family car ride. It's the machine that does it all.
Each significant cultural perspective supports the ideal lifestyle of "The American Dream".
