Media Advertising - Absolut Advertising Campaign

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The Absolut Advertising Campaign

Texts are political. Political in the sense that they produce messages that carry specific ideas and beliefs targeted toward a certain thinking body of people. A familiar phrase in America is, “art imitates life.” It defines life as essential to art, but can we say the reverse? Could life imitate art? The semantics of the phrase seem too ambiguous for such a statement. What is the definition of art, of life? The phrase suggests that art reinforces cultural and social beliefs by using the verb imitate. If art imitates life, then life imitates art. The verb is reflexive and positioned in the middle of the two words it is reflecting. It is true then, the language speaks for itself, and this political statement can be used as a tool to find the underlying cultural belief within a text.

How is this theory that art imitates life, and life imitates art, applicable? Having this theory in mind while reading a text creates awareness that the art is imitating a larger cultural belief. It is easy to be fooled by many texts because the cultural and social myths they promote are not conveyed on the surface. Media advertising is a good example to use with this theory for two reasons: first, media art caters to a broad diverse audience; and second, it is easily accessible and we see it everywhere: on television, in magazines, posters, and on billboards. When only one concept is produced by a text, usually a surface idea, it provides the reader with what has been termed a “confusion of consciousness.”[1] This is defined as a reader clearly not receiving the entire directive of the text and instead accepting a limited subjective message. Texts are political because they exemplify cultural a...

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... as well as a socially important idea. The theory art imitates life and life imitates art reveals important connections between literary structures and cultural beliefs. Media literature is mirroring important parts of American life and selling the images back with a product attached. However, the cultural and social myths that are being promoted are not always evident on the surface of the text. A new movement to read media literature critically has begun. As the emerging way to view texts is reading them deconstructively, we must promote other critical approaches that allow a more open translation of literature and provide balance to the political act of reading.

Notes:

1. Rivkin, Julie and Ryan, Micheal. Literary Theory: An Anthology. Malden, MA: Blackwell Publishers, 1998.

2. Hamilton, Carl. Biography of a Bottle. New York, NY: Texere, 2000.

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