http://lostcoastoutpost.com/2014/jan/6/local-guy-swiffer-commercial/
After our talk today about disability and the representation of disability in the media, I immediately thought of this Swiffer commercial. Swiffer lately has been known for its cute, feel-good commercials (like the adorable old couple). This particular commercial features a bi-racial couple with the father being physically disabled due to only having one arm.
Although I love this representation of disability in commercials, I am a little conflicted about this particular commercial. First of all, I love how this commercial strays from the stereotypical "nuclear family" not just in number of kids but in race and disability. Also, when looking at this particular short article, I like how this commercial did look at the life of Zack Rukavina, a young man who lost his arm to cancer, and painted him in a positive light.
One thing that disappoints me about this commercial, however, is the fact that his disability is almost sensationalized to the fact that he needs a Swiffer to be able to do chores. I may be a little negative about this particular ad, but it kind of reminds me of the whole "sex sells" thing, except for it being "disability sells."
What do you guys think of this particular commercial? Do you think it is important to analyze how Zack is being represented or should it be a victory in itself that he is being represented in this commercial?
I just watched the commercial and I see how this could be problematic, but I don't think that it is. Swiffer has commercials with many able people as well and shows how they need to use it as well. I think it is just a good marketing ploy to show how it can also help disabled people which also showing everyone that disabled people are completely normal and have a family with children and everything. I think it is a positive commercial and portrays Zach as disabled without being disrespectful to his condition.
ReplyDeleteI agree with Elizabeth. The commercials show how the product can help a wide range of people, including young able bodied people. In addition, Zach is shown as disabled, but not as helpless. He is still able to do his own chores and care for himself, which is not true of many of the negative portrayals of persons with disabilities prevalent in pop culture.
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