Anyone living in a consumerist economy needs to understand that advertisement is a deeply pervasive aspect of the culture. It's no mistake that the average citizen living in a Western society is perpetually bombarded with hundreds of diverse adverts per day---TV commercials, billboards, film trailers and product placement in films, Internet adverts, radio blurbs, newspaper and magazine ads, and more.
Advertising is obviously a kind of popular culture through which we learn and interpret other cultures. For example, film trailers are not only interested in marketing their cinematic products, but to also shape and influence the perceptions of their customers about the movie. It is obvious that advertising is an intrinsic mode of socialization, informing the audience, viewer or reader about how to think and feel about what is cute, trendy, sexy and normal. Adverts also create awareness about problems people need to pay attention to sometimes. For instance, the lack of the latest electronic gadget, insufficiently white teeth, mammary magnitude, etc.
According Popping Culture, music has a direct route to our subconscious and while we are always aware of what we hear we process the visual and spoken messages more consciously and critically than we do music. The music works to create mood and sustain the energy level. Never seen but also never shut out, it serves as a soundtrack for consumption (Pomerance, 2012, p.194). It's quite evident to understand why TV commercials are loaded with auditory assaults and popular songs.
Amongst the numerous objectives the Pepsi commercial
intend to accomplish are persuading and enticing the viewers
into believing that a sip of the drink would always be an irresistible
reward for super achievers. The embedded messages in the advert are both
rhetorical and Semiotic. Meaning, the visual is an emotional appeal to the
viewers, while the incredible display of martial art skills by the monks allows
the viewers to interpret the sighs of the Pepsi can itself along with other
images associated with the temple scene.
The viewers’
interpretation is mostly constructed on individual understanding, according to
their experiences, and how it relates to them. "Successful persuasive
messages evoke past experience that create resonance between the message
content and a person's thought or feelings" (Griffin, 2015, p.14). The
inspiring and transformational story of a Buddhist Monk of mediocrity into a
super Monk due to the power of Pepsi can't be underestimated. Could Pepsi be a
rewarder of super men?
No comments:
Post a Comment