As a kid, watching cartoons was nothing more than a Saturday morning tradition that consisted of breakfast in front of the television and a strict pajama dress code. One particular Saturday morning of watching my favorite cartoon from my youth, SpongeBob SquarePants, resonates clearer in my mind than any other. As the time and episodes passed like clockwork, I could hear my uncle comment on certain witticisms to my mother who sat watching in the seat next to his. I was captivated by that porous, yellow sea sponge and was too naïve to notice the same intricacies. However, several years later I learned he was remarking the underlying deeper and at times inappropriate message behind what we thought were innocent hijinks. Through the years, my adoration for comedy naturally brought me to The Simpsons. That iconic family’s weekly anarchy was addictive to me, but the nuances embedded within each episode didn’t become evident until a few years ago. The character descriptions, the script, and even the general family dynamic of The Simpsons all contain allegories to everyday life. Cartoon writers are arguably artists in they’re own right as they illustrate these grand story landscapes and rarely produce content without a seeded purpose. This is exceedingly evident within this 30-year-old cartoon series with commendations to the creator, Matt Groening.  

The specific episode in question is called “Duffless” and its broad story line is explained entirely within the title. Hidden beneath the idiosyncrasies and the middle-class hilarity lies an eye opening message about the world of advertisements and the age restricted product industry. Thanks to these fundamental messages within each episode, two discernible types of viewership for cartoons like The Simpsons have formed. The first of these are the observers for entertainment’s sake, which of course makes up a large number of the viewing population. As one of the most successful animated television shows of all time, millions tune in each week just to enjoy the humor that Matt Groening consistently delivers on. The second type includes the analysts who disputably receive more from the disastrous family through deeper investigation under the surface. Understandably, these two groups are not mutually exclusive because its assumed that a majority of the viewership appreciates the general entertainment. Within the “Duffless” episode, the analysts are able to laugh along with Homer’s stereotypical struggle, while recognizing the principal denotation of invasive product marketing. There are clear embellishments to bring emphasis to advertisement targeting and techniques, but there are also accurate representations of certain companies which empowers the profounder message.

Homer Simpson is generally represented as a lethargic, overweight, irresponsible, alcoholic husband and father. Groening’s choice to characterize Homer in such a way spawned from the stereotypical lower-middle class father figure. The alcoholism that Homer suffers from presents itself as his “fatal” flaw when he over indulges and makes the decision to drive in spite of the impending consequences of this action. This inevitably culminates in his arrest and Marge’s subsequent plea for him to forfeit beer for a month. His reluctant compliance results in a grueling month long struggle to not fall victim to the overbearing number of tempting advertisements he encounters. As we follow Homer through his arduous attempt at sobriety, it grows evident that beer advertisements of specialized nature also trail him. Evidently the 30-minute air slot for each episode does not allot sufficient time to divulge every last method that advertisers deploy; However, Matt Groening artistically highlighted the clear targeting of the lower intelligence masses, sexualization of women, and the intentionally emphasized relationship of alcohol and sports. 

Big tobacco companies used to advertise all over media with the use of celebrities, doctors, and anyone else that would increase their products credibility among the masses. Doctors, real and fake, would participate in ads recommending cigarettes and even applaud their health benefits. Through intensive research, scientists have attributed millions of deaths to the malicious effects smoke has on the body, but that was long after cigarettes successfully became commonplace. In order to emphasize the similarities of these two industries, Groening incorporated a brief historical progression of advertisement for Duff beer early on in the episode. The historical run-through begins with a mid-20th century commercial displaying a man that claimed to be a doctor promoting the excessive consumption of Duff because “Only Duff fills your ‘Q’ zone with pure beer goodness” (Groening, “Duffless”). This nonsense, “buzz-word” ad was a satirical take on the eerily real tobacco commercials of the 50’s. These advertisements were successful in attracting the lower intellectual people by making them truly believe that these products were healthy solely because a “doctor” is seen recommending the product. The United States government prosecuted the big tobacco conglomerates towards the end of the 20th century for utilizing false advertising to pander to those who don’t recognize the deception behind it. Although allegations still stand to this day, congress deemed this method unlawful. Nonetheless, Groening included this allegory to this outlawed advertising strategy to provide a precedent for the ensuing beer advertisements he exploits.

“Sex sells!” You’ve most likely heard that stated on television, in movies or any number of outlets. The reason for this is that companies employ researchers with the sole role of identifying key demographics and sexualization is a leading selling point for many of these groups. Groening realized that the excessive sexualization of both men and women that is prevalent in modern society has grown out of control and is now actively used to push products on to certain factions. In the case of Duff beer, Groening attempted to exemplify the existing advertisement trends of large beer and alcoholic beverage distributors. At several different points in his journey Homer comes across different advertisement mediums with half naked women playing the role of the temptress seducing these men into buying their product. This is not to say that the general use of masculinity or femininity in order to sell a product to the public is wrong; However, Groening’s exposure of existing beer companies sexual brainwashing techniques brings to question whether certain forms exhibit ethical behavior at all. It appears to the outside observer that, through this low level indoctrination, these beer companies are leaving men, of Homer’s likeness, no alternative other than to purchase their product that some may not have any interest in. One of the commercials that Homer is subjected to begins by showing a group of protesting feminists and pans aside to a couple of Duff beer enthusiasts who comment, “look at all those feminists!” to which his buddy replies, “You thinking what I’m thinking?” as they proceed to spray Duff beer all over them (Groening, “Duffless”). The protesting women magically transform into dancing, half-naked, giddy girls. The men then join them while the camera seems to pan outwards revealing the slogan, “Can’t get enough of that wonderful Duff!” (Groening, “Duffless”). While this is an entirely inappropriate advertisement for so many reasons such as: the propagation of misogyny among these men and degraded the feminist movement. It also promotes the alcohol and rape culture that is unfortunately prevalent in modern society. After all of that, there is still the upsetting truth that Groening had to do exceedingly little embellishing to this cartoon styled commercial because that was based upon a real beer advertisement that aired on national television. One would think that even though a key demographic is targeted for a specific product, the alienation of an entire gender is not prolific. Despicably, society is clearly still rife with discrimination and this is a chief example as to why cartoon writers like Matt Groening are talented artists. They have far less restrictions than alternative platforms which makes it possible to create satirical exposures of the revolting truth to a widespread audience. 

The wide world of product advertisement and sports is a completely different animal and a whole new sect of female alienation. A frequently accepted stereotype in our culture is that men enjoy sports and women don’t because sports require a sense of masculinity to understand. Homer’s sober journey takes on this particular issue when he is desperately trying to not think about alcohol. He ventures to a local baseball game with his group of friends where they watch from a sea of men consuming his forbidden fruit. Alas, he did not gather from previous visits to the ball park that sport spectating is synonymous with alcohol consumption in modern society. As he soberly sits amongst a harassment of Duff beer signs and advertisements, he comes to the revelation that he doesn’t enjoy baseball and that the alcohol was the pull factor for those events. Of course, baseball is a very popular spectators sport with or without alcohol, but Groening’s representation of Homer’s epiphany speaks to the customs of many Americans. Players, teams, leagues, and stadiums all over the United States cooperate with these companies to help endorse these alcoholic products. Over time the subconscious connection is forged between beer consumption and sport spectating. This tradition is carved into the very foundation of organized spectator sports as we know them. 

The most remarkable aspect of these incredibly popular cartoons is their aptitude to both entertain a vast audience and convey a much deeper message. Theses messages are always present, but the intricacies vary from episode to episode. “Duffless” could stand as a satirical expose of the deplorable and excessive nature of modern advertising with a narrowed focus on the Neolithic aged beer marketers. However, as it is viewed by many, it can also be enjoyed as a delightful source of comedic entertainment as the audience gets a weekly invitation to take part in a gaggle of Simpson hijinks. A common misconception everyone’s mother probably told them as young kids is that cartoons rot the mind, but as we know they can be incredibly informative. Modern Cartoons tackle various hot button political and current event topics within each of their half hour time slots. There’s no shame in watching cartoons for the bare entertainment, but next time you watch The Simpson’s, Family Guy, or any popular cartoon look for the intricacies and then the greater meaning. Who knows? Cartoon’s may teach you something you wont learn in school.
