I found the commercials from October 12th’s viewing session fascinating in the way they expose how corporation use stereotypes to convince viewers to buy their products. The commercials were shown in regular speed and then played back in slow motion with their director notes read aloud. I saw nothing out of the ordinary when the commercials were played in regular speed. However, when played in slow motion with the director’s notes, you could see how stereotypes were embedded in each commercial. The director’s notes were detailed, describing the characters’ backstories, responsibilities, ethnicity, race and physique. For example, in the Pepsi commercial, the director’s notes wanted the main character to be a happy hispanic boy and the scene to be a lower-middle to middle income neighborhood with “traditional Spanish” buildings. These kinds of generalizations about hispanic communities exacerbate hispanic stereotypes. They tell people that all hispanic neighborhoods are lower-middle to middle income and have a “traditional Spanish” look. In reality, hispanic neighborhoods can encompass a variety of income levels and architecture. Also, the director’s notes specifically call for a light skinned latino as the main character. It seems that Pepsi feels they can sell their product better by using a lighter skinned person. It frustrates me that big corporations, like Pepsi, continue this racist practice.
I also found TVTV’s Four More Years video interesting in the way it shows the Republican National Convention of 1972 from unusual perspectives. TVTV interviews random people rallying outside the convention as well as news anchors and senators on the convention floor. TVTV captures close up face shots of interviewees. This film style provides an intimate perspective of the Convention. It makes us feel like we are at the convention talking with the interviewees.