I was trying to think of an artifact that combined an icon of American contemporary culture with a myth that reflects the ideals of American society. As I struggled to find the appropriate artifact, as chance would have it, it appeared to me. Not in a vision or a thought playing out in my head, but there on my television screen. It was Jack, as in Jack in the Box, and the commercial for “Mini Sirloin Burgers”! Unfortunately or luckily, depending upon your point of view, you may not have had the pleasure to see or to eat at a Jack in the Box. For those uninitiated, Jack in the Box is a fast food franchise that traces its origins back to 1951 in San Diego, California that has prospered and grown to have outlets located in 18 states generally across the west and southwest. However, at one time or another I bet you all have had a jack-in-the-box toy as child that played "Pop Goes the Weasel" as you cranked the handle and whose lid would unexpectedly open letting escape an adorable clown that popped out to both your chagrin and amazement. The jack-in-the-box has taken its place in the culture of America, through comic books, children stories, television, and video games.
Jack, as in Jack Box, is the fictitious chief executive, a human-like “clown” of the franchise. Jack has been seen in many different situations over the years from the boardroom dressed in a coat and tie, to being hit and critically injured by a bus, as witnessed by millions during the 2009 Super Bowl. There have been 28 million antenna balls sold of Jack’s likeness along with more than 5 million other premiums. He has a Pez candy dispenser made with his round head atop, an honor bestowed on other fictional luminaries like Fred Flintstone, Santa Claus, and Batman. Jack even rang the opening bell at the Nasdaq Global Select Market (NASDAQ) (Jack In The Box Inc., 2009).
In this particular ad, Jack out west along with some little ranch hands finds himself riding horses, driving “cattle,” and at nightfall singing the praises of his restaurants new mini sirloin burgers around the campfire. This ad plays off the myth of the American West. The myth of the American West conjures up emotions of individuality, independence, the frontier spirit, an appetite for risk (who doesn’t need that when you make a quick pit stop at a fast food restaurant!), masculinity, and the sense of creating a new identity for oneself (University of Texas at El Paso, 2003). The myth often makes use of panoramic landscapes as employed in the opening frames of this advertisement, along with the proverbial cowboy. Here the Western myth is probably used to target males and a burger of “western” sirloin beef is portrayed to be of superior quality to just any old burger from back east. Through the use of the American West myth, we are captivated by the scenes and the jingle, one I must admit I find myself breaking into a chorus of the tune at all hours of the day.
But it is not only the myth of the American West that makes the viewer have an emotional connection with this commercial, it is the use of a iconic jack-in-the-box clown figure, which at its core makes us feel nostalgic, young at heart, and plain giddy like when we watched that clown pop out of the box as a toddler. Good commercials don’t always translate into good products, but this commercial for “Mini Sirloin Burgers” literally strikes a chord and captivates viewers! I need to go get something to eat!
References
Jack In The Box Inc. (2009). Fact sheets. Retrieved August 25, 2009, from http://www.jackinthebox.com/corporate/press-room/fact-sheets/
University of Texas at El Paso. (2003). The myth of the American west. Retrieved August 25, 2009, from http://faculty.utep.edu/LinkClick.aspx?link=Myth+of+the+West.ppt&tabid=57572&mid=130014
Jack, as in Jack Box, is the fictitious chief executive, a human-like “clown” of the franchise. Jack has been seen in many different situations over the years from the boardroom dressed in a coat and tie, to being hit and critically injured by a bus, as witnessed by millions during the 2009 Super Bowl. There have been 28 million antenna balls sold of Jack’s likeness along with more than 5 million other premiums. He has a Pez candy dispenser made with his round head atop, an honor bestowed on other fictional luminaries like Fred Flintstone, Santa Claus, and Batman. Jack even rang the opening bell at the Nasdaq Global Select Market (NASDAQ) (Jack In The Box Inc., 2009).
In this particular ad, Jack out west along with some little ranch hands finds himself riding horses, driving “cattle,” and at nightfall singing the praises of his restaurants new mini sirloin burgers around the campfire. This ad plays off the myth of the American West. The myth of the American West conjures up emotions of individuality, independence, the frontier spirit, an appetite for risk (who doesn’t need that when you make a quick pit stop at a fast food restaurant!), masculinity, and the sense of creating a new identity for oneself (University of Texas at El Paso, 2003). The myth often makes use of panoramic landscapes as employed in the opening frames of this advertisement, along with the proverbial cowboy. Here the Western myth is probably used to target males and a burger of “western” sirloin beef is portrayed to be of superior quality to just any old burger from back east. Through the use of the American West myth, we are captivated by the scenes and the jingle, one I must admit I find myself breaking into a chorus of the tune at all hours of the day.
But it is not only the myth of the American West that makes the viewer have an emotional connection with this commercial, it is the use of a iconic jack-in-the-box clown figure, which at its core makes us feel nostalgic, young at heart, and plain giddy like when we watched that clown pop out of the box as a toddler. Good commercials don’t always translate into good products, but this commercial for “Mini Sirloin Burgers” literally strikes a chord and captivates viewers! I need to go get something to eat!
References
Jack In The Box Inc. (2009). Fact sheets. Retrieved August 25, 2009, from http://www.jackinthebox.com/corporate/press-room/fact-sheets/
University of Texas at El Paso. (2003). The myth of the American west. Retrieved August 25, 2009, from http://faculty.utep.edu/LinkClick.aspx?link=Myth+of+the+West.ppt&tabid=57572&mid=130014
I have never heard of a Jack in the Box but then again, I am in Ohio and we dont have them here. Maybe I will see one when I go to Oklahoma in November and Texas next April! Anyways, the commercial was funny but has there been any remarks about it because of the "little people" that are in it? It would seem like so many people would be upset over the commercial because of that just like everyone was upset over the Burger King commercials. Also, I liked the part in the commercial where they show the burgers standing up next to the pop. They are truly tiny burgers! But that shows to customers exactly what they are going to get and sometimes that is the best advertisement.
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