This commercial is for dishwashing soap, part of a larger print and television campaign that ran from 1966 until 1992. The advertisement tells us that Palmolive does more than just wash dishes clean, it also softens the dishwasher’s hands.
We meet two women: a manicurist and her client. The client, by the very nature of seeing a manicurist, demonstrates at least mild vanity as well as the means to tend to her appearance. The manicurist notices the damage to her client’s skin and suggests using a dish soap that is more gentle on the hands. The client is surprised to learn that the manicurist is using that same dish soap as a tool during the manicure.
The banter between the women show a familiarity that permits frank discussion and the sharing of real solutions. These women trust one another. The audience is not looking from a distance, the camera angle brings us in close -- we are confidants. Later, we are within earshot on a busy street as the client shares her positive experience with the product. A friendly male voiceover tells us that Madge is being truthful about the product while sharing the dishwashing benefits. The manicurist focuses on the beauty aspect, while the male voiceover extols the cleaning ability of the product.
This commercial tells the “average” woman that they and the homes they maintain can be presentable to others with very little sacrifice. Also implied is the idea that just because you wash dishes doesn’t mean you have to look like you wash dishes. A further implication is that women’s hands should not look rough -- they should have a softer appearance.
The commercial, through casting, indicates that the “average” woman is white and middle-class. These women do not have someone else to wash their dishes, and likely do not wash other people’s dishes. While those “other” women might benefit from use of this product, they are not the people represented. Men who wash dishes are also not represented, perhaps because soft hands is not considered a priority for them.
These American middle-class women are spending a great deal of time maintaining their homes, families, and selves. This product allows them to make a small change with big improvement. The video format allows to see and hear women, the friendship, and the self deprecating attitudes. We are invited to listen in on the sage advice shared by the friendly manicure professional.
It's interesting to note that this commercial does not use any music. I wonder if this was a common practice back then, or if it was intentional in this case. I also think that the use of humor is endearing, which generates positive feelings in relation to the brand. And I wonder if men and/or the "other" women are not represented in this commercial because that was the norm in commercials back then, or if it really had everything to do with their target demographic.
ReplyDeleteMichele makes a great point here. There is an implication that all women must maintain themselves and always have a soft, feminine appearance. I understand times were different when this commercial ran but I am a little offended by this implication. I admire the female who is not afraid to get her hands dirty changing a tire, playing sports, or doing yardwork. I feel the commercial is sexist. I love when commercials show father’s changing diapers or men doing chores. It sends the message that raising children and housework are not just a female’s responsibility.
ReplyDeleteWhen asked by her client why she became a manicurist, Madge says, “Oh the usual reasons: romance, adventure, money, and thirst for power...”. This commercial does not empower women. It makes light of the fact that many women during these times held low paying, mundane jobs (if they had a job at all) while the men were out supporting the family in their high powered, money making positions. I don’t know. The whole commercial bothers me!
I can understand all of your conclusions regarding what the commercial implies as well as the subgroups that aren't represented in the commercial. This was a very thorough and thoughtful critique.
ReplyDeleteLooking through my own lens as a problem solver and a lover of things that have more than one use (like white vinegar, for example), I would view the commercial as being informative and conveying the fact that Palmolive can "kill two birds with one stone." I could imagine men, children, or anyone else watching that commercial and wanting to use Palmolive. I would be curious to know which channels and what times this commercial was played; I think that would provide more insight into whether there was a target demographic or not.
I like how you point out how the camera shots bring the viewer into the conversation as a confidant. The whole setting brings you in on a little secret between these two friends. This is an example of how important it is to convey ideas and feelings through the actions on screen rather than just through exposition.
ReplyDeleteThe dialog and the narration support the action on screen. The concern about "dishpan hands," is stated, the camera shows the customer's hand in the Palmolive, and conveys the confidence of Madge as well as pleasant surprise of the customer. When the customer learns she is soaking her "damaged" hand in dish washing liquid, she starts to pull her hand away. But Madge reassures her with a simple pat of the hand. It says in one quick action, the product will solve the problem of dishpan hands. Don;t fret dear, Madge and Palmolive have your back.
To confirm the story, we see the two friends two week later, at ease, all the cares of dishpan hands washed off the customer's face. And as a bonus, her dishes are clean.