Holiday-Scented Cards Amidst the shy smiles, the aura of special occasions, and the colorful Hallmark cards there lie bolder hints of how meticulously companies advertise. Appealing commercial storylines must inspire like big-screen movies through different means to engage the audience all while promoting a product, which is, after all, their fundamental purpose. To achieve this, a series of special-occasions-oriented Hallmark commercials use Igor Kopytoff’s theory of “Singularization,” by dressing, quite forcefully, the product with the universally-appreciated attributes, and placement of special occasions, and their rituals. According to Kopytoff, commodities can be everything from people, buildings, to objects. An object is commoditized, Kopytoff explains, strictly during the moment of transaction, such as when a Hallmark card is bought, and it continues to be a commodity afterwards, “unless formally decommoditized,” distinguishing it …show more content…
Hallmark takes advantage of the abundance of effusive familial relations in special occasions. Families often get together during holidays. Hallmark’s 2010 Illiterate Father's Day Commercial tells the errand of an illiterate father as he learns to finally read his Father’s Day Hallmark cards. Since the cards connect him to his daughter, they become the end goal of his endeavor. The newly-literate father sits alone in his room, smiling satisfied with the new knowledge he has acquired. He directly decides to take out and read his Hallmark cards. Hallmark makes the cards his reason for learning, singularizing them as a motive for self-building, almost like a religion, as well as connecting families together, like religious holidays. Hallmark lets the idea of their cards being holy resonate, moving them further away from being simply monetarily-valued commodities, and placing them as high as holidays
Many television commercials choose to feature a contrast between youth and maturity as their subject. An “Oreo Cookie” commercial, for example, features a little girl who is about four years old mimicking her grandfather’s actions in eating a cookie. Another commercial advertises the popular theme park, Six Flags Great Adventure. This commercial, entitled “The Six Flags Dancing Man,” features an elderly man dancing like an enthusiastic child. This relates to Stephen King’s idea in “My Creature from the Black Lagoon,” that adults long for and are often reminded of their childhood. Meanwhile, Rita Dove’s essay, “Loose Ends,” and Marie Winn’s essay, “Television Addiction,” each presents the great influence television has on life, often because of television’s great aspect of reality. Together, these ideas support the reasoning behind an advertisement’s attempt to sell abstract ideas. By using youth and old age in commercials, advertisers can sell nostalgia as a way of making commercials more memorable.
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
In order to sell their products, companies use commercials to appeal to audiences through the use of pathos, ethos, and logos. Compare and contrast the use of these appeals in two commercials. Both commercials are advertising pizza. One is a Domino’s commercial while the other is a Pizza Hut commercial. The Domino’s commercial discusses the legitimacy of the cheese they use, and the Pizza Hut commercial speaks of the positive impacts eating pizza for dinner could have on your night.
Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.
Televistas is relatable to modern audiences as it depicts common love stories shown on television in present day portraying the same plot. Dawe raises awareness here, highlighting the influence of television and how we have changed consequently. Dawe’s argument is raised with “Fortunes smiled between commercials” detailing his revolt of televised advertisements. Coincidingly “dreams were swapped, and futures planned” suggests the powerful negative influence of television on our lives; encouraging the purchase of irrelevant materials. The use of big brand tags such as “Samboy” and “Cheezels” implements the idea of increased consumerism of fashionable items, due to televised advertising. Dawe instinctively sets the names of products e.g. ‘Samboy’ to emphasise the perceived value of a product on television, inferring toward the increase of consumerism within the
In Karl Marx’s Capital he analyses the intricacies of capitalism and its effects on the social relations between people and products. Marx’s chapters “Commodity of Fetishism” and “Working Days” in particular parse through and deconstruct the complex model of a commodity and its crucial role in capitalism. In order to do this, Marx introduces the notion of a use-value as the base foundation of a commodity. Marx then further relates this idea to exchange-value of a commodity. The exchange-value is incredibly important, as it is the driving force behind capitalism. In the first chapter Marx examines how commodities, once in the marketplace seemingly adopt innate value wherein the consumer does not equate the objects value with the human labour expended, but rather that the item
In the New York Times article, The Oppressive Gospel of ‘Minimalism’, millennial Kyle Chayka expresses his disdain towards minimalism’s trend and increasing incorporation in everyday life, deeming it to be, “expensive and exclusively branded by and for the elite.” In other words, Chayka discerns minimalism to only appeal towards millennials who have the financial freedom to rely on instant purchases rather than stocking for emergencies. Nonetheless, his stance does not recognize that minimalism does not aim to throw away everything in possession, but rather concentrate value upon few items to gain clarity in its worth. Hence, minimalism techniques in marketing and product values do not aim to exclude those who can’t afford it, but instead aim for consumers to consider its value in a single product. Value does not stem from price alone, but rarity, material, artistic context, design, and underlying connotations factor into its worth. Therefore, these non-explicit components in minimalist items are not considered by critics such as Kyle Chayka, and are deemed unnecessarily high without any contemplation. Another criticism against minimalism’s use in marketing is that it doesn’t give enough information for audience’s to be on the same page with reality. The point of minimalism is that the lack of information gives audiences full control over their own interpretations, and administering it in advertisements strengthens consumers’ power. Rather than giving deliberate features of an item, a minimalist ad would highlight its strengths, but allow audiences to extract its importance, whether it be personal or objective. Additionally, minimalism is employed to extract a degree of materialism in product advertising, since readers have to extrapolate potential experiences from items rather than worry about the costs. According to sociologist Joel
The five senses are hearing, touching, seeing, smelling, and tasting. These five senses trigger memories of feelings and emotions. Recently, I have discovered the wonderful products of Scentsy, where I find myself in bliss when I imagine my favorite products and scents. Scentsy has been around for nearly ten years and was created by the Thompson Family. Their mission was to bring value to others by owning a family-friendly business. The products that Scentsy sells are very artistic, beautiful, creative, and are of high-quality products that, “Warm the Heart, Enliven the Senses, and Inspire the Soul.” With that said, their products stimulate the use of all five senses.
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
The commercial emphasizes an altruistic parent-child relationship throughout. It shows all of the incredible ways a father sees his daughter grow through her first years of life and the impact she has on him. Using this relationship coupled with the nostalgia-inducing music played throughout the commercial provides the audience with a feeling of saudade that shapes the advertisement.
For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
The term “commodity” is often considered to be synonymous with a “good,” any produced item, such as refined sugar or textiles (Spickard). Although this seems a decent, basic definition, a commodity actually refers to something useful that can be turned to commercial or other advantage. The key point here is that a good fails to be a commodity when it no longer has a commercial advantage. A pile of gold is only a commodity if someone agrees to buy it.
In a capitalist system, once an object emerges as a commodity that has been assigned
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
A commodity is a good or even a service whose widespread availability typically leads to smaller profit margins and diminishes the importance of factors other than price, such as brand name. By definition, commodities lack differentiation and the consequent ability to charge a price premium distinguishing them from strong brands. Brands also ensure repeat buying and publicity thus ensuring a predictable and grow-able share of the market based on their unique positioning strategy rather than based on just cost competition.