Abstract
Snickers’ “you’re not you when you’re hungry” (YNY) campaign premiered in 2010. Ad agency BBDO, New York (Citation2017) designed the ads as the centerpiece of an expensive, celebrity-filled Super Bowl promotion. This rhetorical analysis interprets the ads in terms of celebrities serving as intertextual messages that not only sell nut-filled chocolate bars but also reinforce identity stereotypes. In particular, the ads reinforce stereotypes of traditional sex roles. The ads reward viewer knowledge that plays into these stereotypes.
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No potential conflict of interest was reported by the author.
Correction Statement
This article has been republished with minor changes. These changes do not impact the academic content of the article.