Last week, our lecture on Barthes and mythologies reminded me of a particular social theory that is projected on society in everyday life. Many advertisements in which its theme is associated with prestige or happiness, the woman or man presented in it appear to be wearing a wedding band. Have you ever noticed this? I find it doubtful that the people these companies hire to personify their messages are all married or that they would even let the actors retain anything of themselves while conveying the ads’ specific imperative. Furthermore how is it that they so happen to always align with the camera so their left hand is visible - there must be more than meets the eye!
Although the sentiment is less powerful now than it was half a century ago, the majority of our society believes that the tradition of marriage is a rite of passage; that it is essential for the family structure; moreover, that it is fundamental to every ‘good’ life. Regardless of these notions being true or false for any individual, the fact of the matter is that advertisements portray marriage as the prescribed relationship for everyone. It is a myth being told by these endorsements, not subconsciously but rather additionally, about the story of the characters’ lives within the commercial. Perhaps advertisements that display actors with wedding rings are attempting to use the tradition of marriage to emotionalize their perspective.
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