The Tripod

Super Bowl Sunday proved to be yet another grand spectacle of American culture. This is not a new concept in the realm of sporting events, but we all know the Superbowl is something special. It has practically become a national holiday. So what can we learn about ourselves from this high profile indicator of American culture?

Well, the implications of the sport itself are a loaded issue. We certainly learned a lot a few years back from the nationwide reaction to a statement made by Janet Jackson during the halftime show.

How about the 2.5 million dollar price-tag for a 30 second advertising spot between plays? There is so much here.

The event annually receives an enormous amount of attention surrounding the extravagant corporate advertising campaigns that many people admittedly enjoy more than the actual game. I certainly indulged.

This year, one commercial stands out as a remarkable expression of one particular aspect of American culture that is rather frightening. Not to assume that everyone in the entire world watched the Superbowl, this is in reference to an ad for Snickers that depicted one mechanic eating a snickers bar, and another, tempted by the treat, who begins to eat it from the other side.

They meet in the middle and, to their surprise, lock lips in a kiss reminiscent of the famous scene from Lady and the Tramp. They immediately withdraw in disgust. Then, in response, one demands "do something manly" (to negate this seemingly unacceptable act) and they begin to rip out their chest hair screaming with masculine fervor. Yes, this commercial seemed a bit homophobic, but personally I was not really perturbed (this is possibly an indicator of how normal this sort of message is) and I actually thought it was rather funny (as did the rest of the people in the room). It was not until I came across a story on the Internet about a Web site in relation to this ad that the Snickers brand published that I realized otherwise.

The Web site apparently had multiple features; one of which contained videos of different Bears and Colts players watching this commercial, highlighting their expression and response to seeing two men kissing.

Their reactions are a clear expression of disgust and repulsion. The implications of this are critical. What are these football players telling the people - many children - who look up to and admire them? Homophobia. This is the message, and it seems to be endorsed explicitly by Snickers and the NFL (who gave Snickers permission to place their logo on the Web site).

The other feature let visitors view alternative endings to the same commercial, and then vote to determine which one would be aired during the Daytona 500. These endings not only made the message clear, but it became raised to a striking level. In one ending, instead of ripping out their own chest hair after kissing, the mechanics guzzle motor oil and antifreeze.

In another alternate ending, after kissing, one man begins to beat the other with an enormous wrench, then in turn throws the first under the hood of a car and slams the hood on his head. So here the message becomes not only that accidentally kissing another man or being gay should be corrected by doing something manly (if ripping out your own chest hair is actually something manly), but that it is better to die than be gay, or, even more violently, that the right response is to beat the shit out of the guy who kissed you.

Now you might say that Snickers, or its parent company Mars, was just being funny and was not trying to be homophobic or promote violence towards homosexuals, but the message is too blatant. If it was in fact unintentional, then these folks have to be pretty ignorant. When American culture and something as popular and "American" as football is marked by this sort of violent, anti-gay message, it is truly frightening. This is just a part of a much greater issue. Homophobia is deeply ingrained in American culture, (and throughout the world), and because of this it is especially important to be aware of the implications of not only TV commercials, but of the words and actions of ourselves and those around us.

Violence is another defining characteristic of American culture and very often these two issues become entangled - and explosive. It is difficult to understand why people hate. It is probably so difficult because to understand this it is necessary to look inside oneself and ask: why do I hate? The implications of this commercial are serious and due to the quick response of individuals and gay civil rights groups, Mars quickly pulled the Web site and stopped airing the ad.

Article Tools