Cryptic Communication Essay

Cryptic Communication Essay

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Have you ever wondered why corporations spend over 620 billion dollars per year in advertisements?. Since the Ben and Jerry's advertisement will become what most students will be viewing in their handbook, it should be acknowledged that the communication employed by the advertisement is cunning and deceptive. The appeal to ethics in the Ben and Jerry's "brownies that do good" advertisement is a simple tactic which distracts the viewer. David Wall in "It Is and It Isn't" describes this as a social assumption which builds off of cultural expectations. There are countless concealed messages and symbols within the Ben and Jerry's advertisement that contain these critical assumptions and require closer examination of content.
At first glance one may get the feeling that Ben and Jerry's ice cream has a community value, a primary example of a social assumption. Community value comes from the claim that the ice cream that goes beyond the function of ice cream and makes the assertion it provides many with "jobs, training, and childcare" (Entertainment). Another key component of the advertisement's communication mechanism would be imagery, in particular, the two men carrying the brownies out of the factory. Showing a community bond becomes a marketing scheme used for making a company seem responsible in the eyes of the consumer and make the them feel as if the product is more acceptable to buy. Wall elaborates further on this by stating "...we are still no less subjected to the emotionally inflected manipulations that have always targeted fear, sexual desire, and the need for community" (Wall, 53). There is an underlying need for serving our community and do what helps the largest number of people at a minimal cost. Many can s...


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...mediately obvious to a consumer. Indirect and subliminal communication is a common weapon used and exploited by designers of advertisements. All it takes is a keen eye and a willingness to further examine the advertisement for this sort of trickery. From community to children these are just some of the vast array of techniques that are employed in the advertisement. As a part of the Norco College handbook these messages are a major ordeal that if underestimated could have dire consequences. One should approach all advertisements with caution no matter how seemingly innocent.


Works Cited

Ben & Jerry's advertisement Entertainment July 22, 2011:29. Print.
LaFollette, Hugh, and Larry May. "Suffer the Little Children." Hugh LaFollette. Prentice-Hall, Inc., 1996. Web.
Shrodes, Caroline, and Michael Shugrue, eds. The Conscious Reader. Boston: Longman, 2010. Print.

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