First Draft Media Analysis

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Student Name

Professor Justine White

English 1302-83002

15 April 2016

Fight in the Shade: Analysis of a Family-Targeting Advertisement

During a battle long ago, a group of Spartan soldiers received a frightening report. In

despair, a scout exclaimed that the enemy arrows were so great in number that they would blot

out the sun. Unshaken, one of the Spartan soldiers replied, “In umbra, igitur, pugnabimus,”

which translates, “Then we will fight in the shade.” From the beginning of time, society has

attempted to cast arrows of judgement on those who do not follow the dictated ideal of the

“model” family. However, nowhere is this more prevalent than in twenty-first century America,

particularly in advertising aimed at parental figures. The 2012 commercial “Don’t Have a

Grandson with a Dog Collar” by DIRECTV sends the damaging message that Americans,

especially parents, should conform to the myth of the traditional family.

The DIRECTV commercial entitled “Don’t Have a Grandson with a Dog Collar” opens

with a middle-class man relaxing in an armchair in what would be perceived as a typical house.

Frustrated when he cannot get a signal because he purchased traditional cable, the father slaps his

hand on the arm of the armchair and his watching daughter imitates. The commercial proceeds to

use sets of absurd syllogisms to illustrate the consequential actions of the young girl mimicking

her father’s actions such as dropping out of school, meeting her future “undesirable” husband in

an arcade, and ultimately dressing her young son in an all-black goth outfit highlighted by a

spiked dog collar. As the new grandfather holds his grandson in his arms with a regretful look on

his face, a DIRECTV voice-over warns viewers, “don’t have a grandson with a dog collar,”

Commented [WJ1]: Great opening that gets the reader’s attention

You can start with the introduction or the summary. It

doesn’t matter which one.

Commented [WJ2]: Introduction of theme student will be writing about

Commented [WJ3]: Strong THESIS that introduces the name of the commercial and the cultural myth the student

uncovered and is writing about.

Commented [WJ4]: The name of the commercial and product introduce the summary of the commercial paragraph.

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urging them to switch to DIRECTV so that they will never encounter the hardships of choosing

cable (Directv).

One false assumption that this ad implies is that parents should dress their kids to look

like “cookie cutter” children rather than as unique individuals. At the beginning of the

commercial, it can be noted that the young girl is wearing a pink dress that society would

consider typical of a young girl. Once the young lady’s sudden transformation begins, she only

wears clothing that would be associated with the Goth stereotype (Directv). Not only does this

discriminatory viewpoint cast a negative light on the Goth way of dress, it also sends a

subliminal message that parents have failed if their children do not fit into the society’s

appearance mold.

The commercial also jumps to the conclusion that parents should prevent their children

from entertaining themselves with certain hobbies that can turn a young adult into an

“undesirable” marriage partner. At the point when the young woman in the commercial meets a

partner who is deemed “undesirable,” this character, designed to appear sketchy, is shown

playing games in an arcade (Directv). Of all the places that a woman could meet a man unfit for

her to marry, it is intriguing that the advertiser chooses to show this man in an arcade. This

setting attempts to plant in the minds of parents the idea that if their child is allowed to partake in

certain hobbies, particularly gaming, then the parents have failed to raise their child properly and

their children will grow up to be delinquents.

Additionally, this advertisement showcases the false cultural belief that mothers should

be in charge of the ideal household because fathers are not responsible enough to ensure that

their family is acceptable to society. During the commercial, the mother can only be spotted two

times, both of which she is in the background cooking. Yet, the father is implicitly the one being

Commented [WJ5]: Student has included a citation at the end of the summary. The summary section ONLY includes a

description of the ad, NO analysis.

Commented [WJ6]: Fantastic topic sentence. The student references the ad and provides a claim that PROVES the

cultural myth from the thesis statement.

Commented [WJ7]: Good description from the ad supports the student’s claim.

Commented [WJ8]: Notice how the student cites all the description from the ad. You have to cite a paraphrase or

summary.

Commented [WJ9]: Good explanation and reference back to the thesis

Commented [WJ10]: Another strong topic sentence that makes a claim about the ad and again supports the thesis.

Commented [WJ11]: This paragraph follows the Tell, Show, Share method exactly and is a good example of how

to put a solid paragraph together.

Commented [WJ12]: Great topic sentence that again proves the cultural myth of the traditional family.

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blamed for failing to purchase a premier cable package and is ultimately responsible for the end

result their daughter dressing her son in Goth clothing (Directv). The premise of this myth is

dangerous for women, especially mothers, because it puts them in an Atlantean dilemma of

attempting to balance the world of their entire family on one person’s shoulders because the

other parental figure has been labeled as useless.

If these myths are allowed to remain in society, the ramifications will be divisive. When

it comes to which type and color of clothing society considers to be acceptable for parents to

choose for their children, the danger arises of isolating those who do not conform to this

standard. One subculture that does not dress the norm, as illustrated in DIRECTV’s

advertisement, are those who identify as Gothic. Yet, if culture separates themselves from others

for this reason, the consequence will be the loss of varied viewpoints. Professor of European

Studies at Babeş-Bolyai University, Cluj, Ionela Iacob explains the truth that, “the goth

‘mentality’,” merely refers to, “a way of thinking and a state of spirit” (18). If one walked into a

business meeting with an innovative way of thinking and approached a topic from a different

angle, he would be hailed as a genius. But teens and young adults who dress or think differently

and outside the box are shunned. Those who think differently and approach life from a different

angle should not treated as outcasts. The continuation of this segregated mindset will be an

unfortunate loss of creativity. Furthermore, it is imperative that parents understand this and not

fall victim to the “traditional family” trap. Parents should encourage their children to embrace

their creativity and diversity, not run from it like the family in the Directv commercial.

Yet, sending these detrimental messages to parents will also result in lost potential for the

youth of tomorrow. Although the act of youth playing video games is cast in a tainted light,

studies have shown that positive benefits exist amidst virtual environments. Cole J. Shewmake,

Commented [WJ13]: There is a CLEAR change in the essay here. Now the student has moved to the

IMPLICATIONS section of the essay. This part is where you

explain the consequences of reinforcing the cultural myths

from the commercial.

Commented [WJ14]: Excellent introduction of the expert and her credibility.

Commented [WJ15]: Good explanation of what the quote means and how it relates to the topic.

Commented [WJ16]: Good summary sentence that refers back to the commercial. You need to reference the ad in

EVERY paragraph.

Commented [WJ17]: Another clear consequence of reinforcing the traditional family myth.

Commented [WJ18]: Here the student needed an explanation sentence to set up his expert’s quote.

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assistant professor in the department of Health, Human Performance, and Recreation at Pittsburg

State University, along with two other professors from the University of Arkansas, asserts that

the positive effects of using games to encourage school-age children to exercise are not only,

“beneficial for students’ extracurricular activities,” but can also, “boost student participation”

(Shewmake et al. 144). Rather than promoting the societal myth of dissuading youth from the

negative aspects of gaming like the DIRECTV family, parents should redirect their attention

toward highlighting its positive aspects. Encouraging extracurricular activities and even further,

joining in with their children in these activities will bring families together and strengthen their

bonds, developing strong familial roles and relationships that dissuade negative behavior before

it develops. Instead, DIRECTV should be encouraging families to play games together.

However, at the forefront of this advertisement is the negative portrayal of the father’s

role. While DIRECTV is not the first person to fall victim to reinforcing the belief that

“mothering is the gold standard of parenting,” it presents a societal fallacy that must be

addressed (Schmitz 14). The looming problem with this viewpoint is that as long as culture

thinks in such a manner, they will act in such a manner. Rachel M. Schmitz, a professor in the

department of Sociology at the University of Nebraska, presents the dilemma that this masculine

viewpoint “may inhibit the implementation of public policies that support men as fathers by

reinforcing cultural ideologies that detach men from child rearing” (18). Starting now, society

must turn this ideology around and establish both parental figures in the forefront, unlike the

unbalanced perception in the DIRECTV commercial.

For generations, culture has attempted to dictate what the “perfect” family is. Yet, society

is no closer to reaching an agreement on that definition. Parental figures must acknowledge that

the ideal family is indeed a myth and reject mass calls to conformation such as DIRECTV’s

Commented [WJ19]: Good statement of credibility

Commented [WJ20]: Great explanation of the quote and how it relates to the ad and the student’s topic of the

“traditional family” cultural myth.

Commented [WJ21]: The last paragraph in the implications section is the student’s strongest claim and the

most widely promoted.

Commented [WJ22]: Excellent reference back to the ad and the thesis.

Commented [WJ23]: Good opening sentence that sums up what the student has claimed in the paper.

Commented [WJ24]: Good reference to DIRECTV, which reminds the reader that this paper is about the

commercial.

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advertisement. Whether through stereotypes of appearance, hobbies, or the role of parents, the

family will continue to be attacked by the media. Despite this attack, even if the arrows of

judgment rain upon those who refuse to conform, strong families must continue to fight—even in

the shade.

Commented [WJ25]: Strong ending sentence that refers back to the opening and leaves the reader thinking about the

subject.

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Works Cited

Directv. Advertisement. “Don't Have a Grandson with a Dog Collar.” Online video clip.

YouTube, 14 March 2012, https://www.youtube.com/watch?v=U9XUHi_LinQ.

Iacob, Ionela Florina. “Rethinking Goth. Identity as Style.” Scientific Journal of Humanistic

Studies, vol. 2, no .2, 2010, pp. 13-25, Academic Search Complete,

http://dcccd.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&

db=a9h&AN=48917605&site=ehost-live.

Schmitz, Rachel M. “Constructing Men as Fathers.” Journal of Men's Studies, vol. 24, no. 1,

2016, pp. 3-23, Academic Search Complete,

http://dcccd.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&

db=a9h&AN=112868664&site=ehost-live.

Shewmake, Cole J., et al.. “Xbox Kinect Gaming Systems as a Supplemental Tool Within a

Physical Education Setting: Third and Fourth Grade Students' Perspectives.” Physical

Educator, vol. 72, 2015, pp. 142-152, Academic Search Complete,

http://dcccd.idm.oclc.org/login?url=http://search.ebscohost.com/login.aspx?direct=true&

db=a9h&AN=111081519&site=ehost-live

Commented [WJ26]: PERFECT Works Cited on MLA 8!