This is an old commercial, but a classic. This was first shown to me in another module, which I have enrolled for this semester. I hope you will enjoy it as much as I do.
Coding Competence (How do I crack this?)
A young, sweet girl entered a bar with her grandfather and ordered a Pepsi. For some reasons, she was given a Coke instead by a male bartender. Here comes the twist as she starts speaking like a mafia boss from the movie, “The Godfather”. This sudden change in her has caused a shock to everyone present in the bar, including all staff and customers. Ultimately, she was given what she wanted, that is a can of Pepsi-cola.
Semantic Competence (What does this mean?)
The advertisement is trying to promote its product, the Pepsi-cola drink. It is trying to suggest that the drink itself is very popular among the customers to the extent that one has to take extreme measures in order to get hold of it.
Pragmatic Competence (What do I do with this, here and now?)
There are two processes at work here. First, viewers of this advertisement will have to decide whether they would like to purchase the product after viewing the entire video. Second, viewers have to face the question of whether they are convinced that Pepsi-cola is the more popular choice as compared to its rival company.
Critical Competence (What is this text trying to do to me? In whose interests?)
In the beginning segment of the advertisement, the little girl has clearly indicated to the bartender that she would like to have a Pepsi-cola. However, the bartender ignored her order and proceeded to get her a coca-cola instead on his own accord. As a result, the girl was so offended that she had to impersonate the low, commanding and husky voice of a powerful male in order to ‘threaten’ the bartender to give her what she wants. In addition, the little girl was being objectified as a type of desert that is meant to be eaten, since the term, “cupcake”, is used to address the little girl by the bartender. In this case, feAll these suggest to the viewers that voices of the females, regardless of age, are very often left unheard or given less importance. Given the fact that the people often subconsciously “accept” whatever is presented to them in a text without challenging it, there is a high tendency for the viewers to learn and reproduce such gender stereotypes in their daily lives and this includes the females too, which is a form of hegemony.
Critical Reading Skills in Secondary 2
Local children have been passive learners on the receiving end of an inundation of information under formal education system. Therefore, changes should be made with increase emphasis on collaboration. Children should be given opportunities to work with each other in their efforts to know and understand, after providing them with the essential knowledge, tools and resources. Cooperative learning approaches, in my opinion, enables students to explore many different perspectives in which a problem can be solved, and consequently this will greater their understanding.
Before I play the video in class, I would ask the students to pay close attention to the advertisement as they are required to discuss and answer a series of questions in their respective groups. These questions will be printed onto sheets of paper prior to the lesson and they are listed as follows:
1) What is the commercial advertisement about?
2) What do you think is the setting of this advertisement? How do you know?
3) Who are the main participants?
4) What do you think is the main aim of this advertisement?
5) What is so interesting about this advertisement?
6) What will be the effect if the little girl is being replaced by a little boy instead?
7) Why do you think the little girl is being given a glass of Coke when she asked for Pepsi?
8) The term, “cupcake” is being used to address the little girl by the male bartender. How would you feel if you are being called that? Why do you say so?
9) Are there any stereotypes present in the advertisement? If yes, what kind of stereotypes are found and why do you say so?
10) Do you think these stereotypes are also found in our local context?
After the 20 minutes of discussion, groups will be randomly selected to present their answers to the class and feedback will be provided by their peers, followed by the teacher.
Simple Calculation In Scipy: Minima
8 months ago
Hi Kerlynn,
ReplyDeleteThis video is one of my favourite too. Every time I watch it, it just reminds me that being nice does not work in this society.
I like the thought-provoking questions that you have included.For example, The term, “cupcake” is being used to address the little girl by the male bartender. How would you feel if you are being called that? Why do you say so?
I am just wondering if we could ask these students to collate any form of advertisement that depicts gender sterotypes. Thus,the students will have a chance to be critical readers.
Hey Kel,
ReplyDeleteAs Bee Bee has mentioned, the questions you pose to the students are really good as these questions will highly likely get students to think and analyse in depth with regard to the gender stereotype the ad is conveying tacitly.
Do note the way you phrase one of the questions - "What is so interesting about this advertisement?" - as I have learned in one of my other pedagogic module that what you deem interesting may not be the case for the person viewing the question. And as you as this question, you're, in a way, "coercing" your students to think that something in particular is interesting.
Think about what if the answer, some of your students give, to your question above is not the part about the girl putting on a man's voice, & they actually give something else as the answer? Would you tell them that they are wrong?
So, I think, as teachers, we may want to ask them about their view with regard to the little girl taking on a man's voice to get what she wants - what does it say about the male and female gender in the society?
That, I guess, might be a better way to tackle the gender issue in the society. =)
Putting myself in the shoes of a student in your lesson, I think i will really enjoy the breakdown of the video and how you structure the questions that will help the class to think critically about the issue of gender inequality.
ReplyDeleteSad to say, this issue is still pretty much prevalent in our society despite the growing awareness and resistance to it. By bringing forth this matter and present it in a crystal clear manner of powers at work, students may be more susceptible to these issues and be more aware of these ideologies.
Hi Alen,
ReplyDeleteThank you for your feedback. Your point has been noted. I agree with you that different people may have different perception of what is interesting to them with regards to this advertisement. That is precisely why I have decided asked such a question. My aim is to hear from the students and get them to exchange their views. I will not correct anyone because there is simply no right or wrong answer. As long as they could justify themselves, I am perfectly fine with it. Who knows, kids nowadays are so smart, maybe one or two might enlighten me with new perspectives at the end of the day. " )
Hi Kerlynn
ReplyDeleteI like the questions you raised for the class as they allow students to view this advertisement critically from various aspects. Perhaps you could discuss what could be changed or how it could be improved to suit the current context i.e. students may not know about the show 'The Godfather'.
oh yes ! Thank you wormie for your suggestion. I think that is a good point.
ReplyDelete