Differences in gender and, more aptly, gender stereotypes, exist in all manner of advertisement. Sometimes they are blatant and impossible to ignore. Other times, as is the case with the Samsung 840 EVO SSD advertisement, the stereotypes shown between men and women are elusive and delicate. They are sometimes completely veiled behind the excitement of a new product and the frustration of a slow computer. The characters are a stay-at-home mom with no obligations other than household chores, and two men, one a student and the other a professional. Both have vast knowledge about computers. Regardless of how well they are hidden, they are there, and whenever gender stereotypes, obvious or not, play a part in advertising, it always changes how an aspect of the product is viewed. In this case, it makes it appear that while Samsung EVO SSD will make a computer faster and simpler to use, the general message upon installation is that it is so easy even a woman or a stay-at-home-mom could do it; stereotypes are prevalent throughout the advertisement, however subtle they may be.
The commercial is a poor attempt at portraying the different behaviors in men and women and how they are scrutinized and stereotyped. We see one woman and two men throughout the commercial. The two men, based on their use of proper computer vocabulary and obvious experience with computers, know what they are doing when it comes to the operating system and the Samsung Evo SSD. Moreover, they are both presented as either a student or a professional. In addition, there is an absence of older males in this parade of subtle stereotypes, perhaps because they would be of no use as students, professionals, or to show knowledge about computers. Relevant male stereotypes were chosen, while other male stereotypes were ignored based on their proximity to technology. The only woman represented in the commercial, however, appears to be a stay-at-home mom who only uses the computer for children-related activities. Moreover, she does not use the proper terminology often concerning her computer or the SSD, and appears confused when it comes to setting up the new system. All three portrayals are accurate, as all three of these individuals exist, but they are not the only three portrayals. They are gender stereotypes that relay a poor message to the public, however covertly. Moreover, it appears at one point in the commercial gender expectations influence how an individual is valued both as an individual, and in character. The two men are given the SSD and are able to set it up immediately. The woman, is given the SSD and, with no prior extensive computer experience, is sardonically asked if she has every played with toy blocks, she will be able to install this SSD.
Despite the fact that the individuals in the commercial are flagrant stereotypes, they are likable and relatable. This is not the only issue with stereotypes in ads, but it is the primary issue with this ad because it makes it easy to miss. Many men are professionals and students. Many men also have knowledge about their computers. Many women are stay-at-home mothers with little knowledge about computers. The stereotypes become superfluous especially when each character’s paramount concern is waiting too long for their computer to load, or growing tired of files freezing before they open. It makes the stereotypes almost non-existent; the individuals are now all of us. Nonetheless, the advertisement continues to support these gender stereotypes regardless of how relatable the characters are. In fact, the advertisement is subverting typical gender roles. In this case, it shows two men, one in school and one with a job, both likely to be highly successful, and one woman who can seemingly barely work a computer. The men are excited about the new SSD and call it by name. They say they would be happy to use it. The woman is only fascinated at how quiet it is in comparison to how loud it was previously, apparently excited she will be able to use the computer to look at photos of her children when not doing chores. Essentially, the commercial shows men go out into the world to be successful, while women are rulers of household chores and fumble through matters of technology and professional matters. There was a chance for the ad to redefine these roles, but unfortunately, it did not take the opportunity and instead relied on archetypes.
Creative influence plays a small part in the ad in terms of gender differences. For example, we see the men framed in a professional manner, and they are shown as more versatile while using the computer. They use it to play computer games and open work files, among other things. The woman only uses it to view photos of her children. We see the men actually installing the drive themselves, while footage of the woman doing this is not included. The condescending attitude toward the woman already suggests she is ill equipped for this task, and the lack of footage of her installing the drive proves it further. Meanwhile the men are able to not only install the drive, but they are framed in a perspective that allows the men in the ad to seem more knowledgeable about matters outside the home while the woman seems mystified about anything outside the realm of being a mother.
In sum, the Samsung SSD commercial is subtly gender stereotypical. The stereotypes may be difficult to see because the characters are very relatable, especially in the context of technology. All three characters, regardless of framing or stereotypes, are tired of a slow computer; this can easily become the viewer’s focus. Moreover, they may become enthralled with the product itself. At the heart of the advertisement, however, we see two men who are preparing themselves for the professional world, while a woman is only made appealing as a mother; the ad makes no mention of her other hobbies, or any professional ambition she has outside the home, making her a stereotypical homemaker. It is made apparent she has no knowledge of computers, and is nearly helpless in terms of fixing one herself. Other subtle divides are drawn that make the advertisement a primary example of what stereotypes between men and women look like, and how they impact showcasing a product.
Works Cited
"https://www.youtube.com/watch?v=A9wdtyKMl1U." 22 August 2013. Samsung 840 EVO Series Solid State Drive - Reupload . Electronic. 6 March 2016.
