why is the woman in the glade commercial ashamed of using a glade candle?

Answer 1

Have you ever smelled those Glade candles? I wouldn't want people to think I was using them either. I'd rather they thought an apple pie died in my bathroom ;)

If this is a segue into something academic, take a look at Erving Goffman "The Presentation of Self in Everyday Life" for a description of how people use performance to shape their image.

Answer 2

For the same reason she bought her "look-a-like" designer shoes at Payless versus Nordstrom's. There is a stigma attached to Brand Names that suggest because because something costs more it is naturally better in quality. (Which, for the most part, I would tend to agree; more often than not, you really do get what you pay for.) The woman in the "Glade" commercial obviously didn't go to Pier 1 Imports or Bath and Body Works to buy her "aroma-therapy" candles, therefore, she is inherently self-conscious about having purchased a "cheaper" product. That pretty much sums it up. If I go on too long about the reasons why women are so hung up on what other women think... Well, I'm sure you know where that would lead. One final thought; women shop mainly for the recognition of other women. They know when it comes right down to "most things", men could really care less... Our minds are focused on other things, often, equally as trivial, just in different ways.

Answer 3

She is ashamed that she used the glade candle to falsely represent herself. Its not that she is ashamed of the product, she is ashamed because she got caught lying. Remember, she tried to use the candle to simulate home baked pie. The fact that she can't home bake a pie, whether or not she is incapable of baking or just didn't have time, is coupled with the fact that she was caught by her peers in a lie. I'm not sure this is a question for the Sociology section, but I hope I could help.

Answer 4

Because she is very superficial and needs to impress her friends with how much she spent on her "French" candle. Notice how she is the only one who is dressed up for the afternoon in her little black dress with pearls...her friends came over in their slacks and shirts. I'm not sure what the Glade company is trying to tell us here with this one...that the candle smells good enough to pass for a more expensive French candle, or its good enough for cheap people. Just a totally bizarre commercial imo.

Answer 5

She was trying to manage an impression for her girl friends, that she buys candles from France. But when her identity is spoiled, she faces embarrassment. She is unable to "save face", which is to recover smoothly from embarassment. at the end ofthe commercial, she admits it's glade, but only to the camera, not the person. Avoiding embarrasment is one of the driving forcing in society to look good, act smart, and all that stuff. like Q says on james bond, "i'd rather be smarter than i look then look smarter then i am."

Answer 6

glade candles are generally cheap compared to the pricey ones from paris. she wants to impress her friends by saying she spent loads of money on a such a great smelling candle. in society people think highly of more expensive things. if she were to say oh i got this at the dollar store they would just stare at her with a blank stare. thats how people's minds work. they are attracted to more expensive things.

Answer 7

She's a snob...I LOVE my Glade candles...

Answer 8

because they are cheap and she wants her friends to thank she bought like a $200 candle or something

Answer 9

she wants to impress her friends with fancy thing and such

Answer 10

Because her house is so filthy it stinks.
Good luck.