OK, I now see why there's such a range of opinion about the Snickers ad.

[Plaid Adder]

They're tailoring the thing to different audiences, and the ad that actually ran during the Super Bowl is the version that's ambiguous enough to be read both ways. The homophobic viewers can laugh because it makes fun of two men kissing; the non-homophobic viewers can laugh because it makes fun of men who are so freaked out by the thought of two men kissing that they're willing to rip off their own chest hair to prove their "manliness."

The screen captures at Americablog are from the website Snickers put up to go with the ad, whereon they ask viewers to vote for the "most satisfying ending," promising to air that one during the Daytona 5000. This promo is obviously designed to attract Nascar viewers (the ones who will be seing "their" ending during the race). And for the Nascar viewers who actually trek out to this site to vote for their "most satisfying" ending, Snickers offers both the more violent endings (including the "homosexual panic leads to violence" ending) and the bonus footage of football players making faces at the "kiss."

In other words, Snickers is offering more homophobia to the Nascar viewers because they figure that's what that audience will want, whereas the Super Bowl audience is more mixed.

This is a normal advertising thing to do--tailor the message to the market. The unfortunate thing about this instance of it is that their way of doing this is to pander to that market's assumed homophobic tendencies. They figured, I guess, that nobody actually watching the Daytona 5000 would call them on it, and nobody else would bother to go to the website to check out the alternate versions of the ads.

So, in addition to the threatened HRC/GLAAD/LAMBDA action, maybe we'll see Nascar fans writing Mars to protest against the implicit assumption that Nascar fans are more homophobic than Super Bowl fans.

It could happen,

The Plaid Adder

[Turn CO Blue]

1. Thanks for researching the alternate endings angle.

I was not aware that people could "vote" for their choice of endings.

Kickety-kick.

[Plaid Adder]

2. Well, Americablog did the research.

The site has apparently been taken down now, so nobody else will be able to do it.

C ya,

The Plaid Adder

[warrior1]

3. So,

eating Mars candy makes you gay. Especially the green MM's.

Turn it around on them.

[Plaid Adder]

4. If you ask me,

the most disturbing thing about the commercial that actually aired was the way the whole scenario really emphasized the Snickers' phallic yet turdlike appearance. Not appetizing.

C ya,

The Plaid Adder

[warrior1]

7. Yup

Hm, not appealing. They maybe, inadvertently turning off the targeted audience. Stupid fucks.

[matt819]

9. Gee, thanks for that comparison

Frankly, I'm not sure what works or doesn't in the way of influencing giant companies or, for that matter, the nutters we contend with every day who think everything's going swimmingly.

That said - perhaps there's a way to emphasize the phobia part of homophobe. Fear. These people are afraid - doesn't really matter what the fear is. It's fear. Nascar folks are afraid. Period.

But, then again, the issue isn't homophobia. It's hate. They don't so much fear homosexuality; they absolutely despise and hate those who are homosexuals. Bigger problem? Solvable?

Just a couple of thoughts on the matter.

And thanks for the comparison of the snickers bar. Can I at least eat a Milky Way or 3 Musketeers?

[Change has come]

19. My thoughts too.

I saw the ad but had no idea what the product was...Just looked like a nasty brown log of some sort.

[Canuckistanian]

14. They must have soy in them

I better not eat Mars products or I'll be picking out tasteful curtains and eating quiche.
:crazy:

[Bucky]

5. To be really fair, they should have a possible ending where the Snicker's kiss de-closets them

Bet that one would win the most votes.

[Bluebear]

6. I dunno. At least 10 people here today told me to "get over it"

So somehow I don't hold out a lot of hope for the NASCAR fans to write in.

[Clark2008]

8. I'm doubting "a whole lot" of NASCAR fans even care.

Seriously, I doubt they'll take up their time going to vote for ANY ending. It just doesn't seem like something a redneck, mechanic, car enthusiasts and/or driver junkies would care to do.

BTW, not all NASCAR fans are hicks. My step-Dad and son like it for the cars. They like cars. Makes sense since my step-Dad is a mechanic and my son is, well, a 7-year-old and 7-year-old boys tend to like cars.

:)

[nam78_two]

11. I am sure that made you feel a lot better

:eyes:
I just saw this whole thing and I don't care who said "get over it" but they are jerks...
That ad is disgusting. But all the minorities should just shut it if their feelings are hurt in any way and "get over it"....

[Bluebear]

12. Love and peace to you n782

But then again, you 'get' it. You always do. :hug:

[nam78_two]

13. I am sorry you to put up with that crap

:hug:

[Change has come]

22. Thankfully many more DUer seem to understand.

Or are at least willing to keep an open mind. :bounce:

[Reterr]

23. I am sure none of them were

clueless straight, white males who have never been a minority in this country :eyes:...

Oh oops did I just insult clueless straight, white males everwhere..Oh well you bozos can just "get over it". Its amazing how the majority is often just so blind to the privileges coming with just being the majority.
I also find it ironic that some are annoyed that "the gays" are fretting over the silly ad instead of worrying about nuclear war, while these same people are posting 50 times in some stupid thread supporting that mind-numbingly stupid ad.

Oh yeah and its high concept satire too apparently :eyes: and it is apparently "embarassing" to be perceived as gay if you are straight. Who knew one could learn so much in one day :eyes: :eyes: :eyes:.

Peace to you bluebear-some people are just too dense to put themselves in someone else's shoes.

[Duncan Grant]

10. I see lots of Cadbury in my future. (nt)

:kick:

[swimboy]

15. Sometimes I forget whether I am a Fruit or a Nut

:hi:

[Morgana LaFey]

16. Best. Post. Ever.

And SO on point. :evilgrin:



Much more seriously (and in response to the OP), I saw all the endings and was absolutely appalled -- shocked and astonished -- at them, especially the violent one. What in God's name is going on in these people's minds? ANYbody's mind that had anything to do with that ad in any way?

There is also a whole series of basically homophobic beer ads featuring a cadaver-looking Burt Reynolds and other jock jerks. Ewwwww. Disgusting. The last one I saw expressed homophobia over sharing a beer in its bottle with someone else. The group always makes up a rule or guideline for whatever ticklish subject they've discovered, and call it "man law." I can only repeat myself: Ewwwwwww.

[swimboy]

20. Hey, thanks!

I just about wore myself out in an earlier thread on this topic:
http://www.democraticunderground.com/discuss/duboard.php?az=show_mesg&forum=389&topic_id=128937&mesg_id=130834

[Morgana LaFey]

24. Well, I hope you noticed

that this post was prior to my post in your thread.

I'm with ya, swimboy. :hi:

[Duncan Grant]

18. So, you know Cadbury "Fruit and Nut" bars, do you?!

That's just one more reason to appreciate you! :hug: :hi:

[swimboy]

21. Yum!

:hug: :hi:

[Kurovski]

17. Apparently the comments by NFL players were also homophobic.

They were run in conjunction with the ad on the Mars site. They would seem to reinforce the anti-gay aspect of the Super Bowl ad.

I never saw any of it, as it was pulled by the time I got there.

I was late. I'm on gay time. So sue me.

K&R.