Tuesday, April 19, 2011

LaQuinta Ad Uses Cliche and Stereotype and Is Not Humorous

LaQuinta recently has been hawking the comfort of its hotels to business travelers with a salesman who leaves his room so refreshed that he is able to . . .

At this point, a large block of ice slams the table in front of two men dressed in a Hollywood fantasy of Eskimo garb.

The announcer suggests we all “Get a clue.”

“No one needs a clue” one of the ersatz Inuits says sourly.

Thus a tired cliché that isn’t particularly humorous is piled on top of a stereotype of Northern native peoples. The suggestion that listeners "Get a clue" simultaneously insults viewers' intelligence whilst suggesting that we are – wink, wink – smarter than the announcer so that we don’t need the clue.

Yes well of course, we out here in TV land are well versed in tired cliches, after all.

Particularly irritating is that the supposed Eskimo does not resemble any native American, which genetically are relatively hairless.

The man appears Mediterranean, South American, or Mexican -- but certainly not Inuit.

I can only hope that LaQuinta gets a clue and retired this ad soon.

No comments: