You’re No Hero! The Negative Messages Conveyed Through Advertising
By Trudy A. Martinez
“I’ll never buy another package of Doritos again!” That is my thinking back in 1994 when I watch attentively as heavy machinery mows down an elderly woman. In the scene, a group of people look on as a young man (Chubby Chase) comes running toward a gray-hair woman, appearing as if he is about to be her hero. But instead, he grabs her Doritos! He leaves her to be knocked down face forward in the muddy dirt and then acts as if he is a hero for saving her Doritos for himself.
The man (Cubby Chase) depicts is not a hero; he is a thief! An audience watches and this member of the audience is very displeased with the negative message it communicates. Knowing the same theme goes into millions of Americans homes, angers me. The effect is not positive like the greedy man tries to convey by saving the Doritos. The Doritos are not saved! They are stolen!
In the process of the crime, the victim suffers humiliation. It doesn’t matter the machinery knocks her down, not the man. The message transmitted to society is the same as if he had: “It’s all right to steal, if the theft perpetrated is against an elderly woman.”
The Boy Scout assisting the woman after the fact does not make the crime any less of a crime. This action only persuades the viewers the chore of the next generation will be to pick the elderly out of the gutter that the current generation pushes them into.