Snickers 

  Snickers is a brand of chocolate bar consisting of nougat topped with caramel and peanuts, all encased in milk chocolate. The bars are made by the American company Mars, Inc. and the annual global sales of Snickers is over $380 million. The chocolate bars were first advertised in 1980, airing advertisements in which a range of everyday people talked about why they enjoy Snickers. The commercials had the catchy tune "It's so satisfying" and a hand that opened and closed to reveal a handful of peanuts turning into a Snickers bar. 

More recently, though, snickers have run several advertisements over the years, and while they often use humour in their marketing, they have faced criticism for spreading stereotypes, including those related to toxic masculinity. Several advertisements have been found, using construction workers who are 'not themselves' because they have female attitudes of being too emotional. two other advertisements feature Mr T. who is an American actor, which pushes men up while doing certain sports. Even though these commercials might have humorous intentions, they may also contribute to normalizing and reinforcing negative stereotypes related to toxic masculinity, such as the notion that men must control their emotions and stick to a stereotypical set of behaviours in order to be accepted as "real men."

Construction Workers Adverts 

Mr. T. Adverts 

In Snickers advertisements, Mr. T has been featured as a spokesperson in various advertisements, often portraying a tough and masculine persona. These commercials typically show Mr. T confronting individuals who are behaving in ways that he perceives as weak or foolish due to hunger, only to offer them a Snickers bar as a solution to their behaviour. 

One of the adverts mentioning the ‘Get Some Nuts’ campaign features Mr T firing Snickers bars at a man speed walking in tight yellow shorts while yelling “Speed walking. I pity you fool. You a disgrace to the man race. It’s time to run like a real man.”. Mr.T played in Rocky III where the line “I pity the fool” was born, which quickly became his catchphrase. People took this phrase as something bad is about to happen to whichever fool is being pitied, however, Mr.T's intentions of this catchphrase are different. On Conan, he explained, “When you pity someone, you’re showing them mercy. I didn’t start this pity stuff, it was in the bible”. He then explained that because he found inspiration from the Bible of asking pity on the foolish actions people have done he came up with a catchphrase that became widely known to be his. The catchphrase “I pity the fool” has been trademarked which is part of his retirement fund. 

The phrase "you a disgrace to the man race" possesses a disappointed and disapproved tone towards the man speedwalking. This negative statement can be found offensive towards the male gender which the broadcasting of this advertisement was pulled off after it was found to be 'unmanly' for men who cannot speedwalk.  The commercial with Mr. T and the speed walker was one of the commercials, among others, that was viewed badly, because of what acting like a real man means and the answer for those who don’t should ‘get some nuts’. 

"You are a diva" adverts 

The Snickers campaign was made to convince people that they are not themselves when they are hungry and they are not acting as they should to be part of the group.  The solution to not acting as you should is to eat a Snickers.  So they will act as they should to be part of the group. 

For example in the adverts below, a woman is acting emotionally. The adverts represent toxic masculinity because if a man is emotional, he is a woman. Is a cliche that if a man acts moody they are a woman. 

To create the diva character the exaggeration of the facial expression 

Link to Macbeth