Klondlike’s new series of commercials are based upon their motto: what would you do for a Klondike bar? The purpose of the new series “5 Seconds to Glory” is to show the extent to which people will “suffer” for five seconds to obtain the new minty, chocolatey ice cream sandwich.
The “Good Listener” commercial features a guy who seemingly endures “actually” listening to his wife for five seconds. Prior to the 5 second challenge Mark, the challenger, is presented as being fully focused on the TV until his wife shows up. Apparently “actually listening” to your wife means putting on an overly embellished enthused face while her slur of words plays in the background. The reward for doing such a difficult task is celebrating with balloons, confetti and young women in short, tight dresses.
Perhaps Lorber can help explain how Mark’s aggressively uninterested attitude towards his wife’s words became acceptable. “In social interaction through their lives, individuals learn what is expected, see what is expected, act and react in expected ways and thus simultaneously construct and maintain gender order” (Lorber 118).
Claiming that society is to blame for this constructed hierarchy between men and women is only reinforced from this Klondike commercial.
Lorber, Judith. “The Social Construction of Gender.” Reconstructing Gender: A Multicultural Anthology. Comp. Estelle