and the way he talks down to people the viewer assumes that he is very well to do and knowledgeable in his field. He takes a seat next to an ordinary looking gentleman. They begin discussing stocks and Ceccoli 4the second man dazzles this cocky young broker with his ability to watch the market as it moves and his easy access and fair price for trading. The cocky young broker has a very defeated look on his face and is almost reluctant to hear the explanation of Ameritrade. It ]can be ascertained that this young broker was outright angry and embarrassed that he was educated on what he thought to be his field of expertise. The ad is saying that Ameritrade can give even the average person an easy and effective way to maneuver around the market, and that even the likes of an experienced broker can be lost without it.Another commercial that appeals to the masculine need for competition is a recent milk commercial. The commercial is aimed to reinforce the fact that milk has high nutritional value and strengthens bones and muscles. Strength and the ability to overpower ones fellow man has always been synonymous with masculinity. The commercial takes place in a diner where three very docile looking old men drinking milk with their breakfast. Sitting a few booths away from them are three extremely large and menacing looking men. The old men begin catapulting little chunks of food at them with their spoons. All of the men stand up and approach each other until they finally meet in the middle of the aisle. A short standoff ensues and one of the burly men looks at the old man and says Ceccoli 5“What?,” as if to say “what are you going to do old man?.” A second later the old men head butt the three large men and render them unconscious. The idea this commercial conveys is that milk will increase your chances of victory in a fight despite what the odds may be. It is basically saying that with strength and a little testos...
