Saturday, December 5, 2015

christmas and advertisement

I have a love-hate relationship with advertisement. I understand that it is needed to perpetuate a certain degree of success. Sometimes, (when used properly) it can reflect ideas in a more straight forward way. The idea of compacting a message into a tiny parcel of time is really fascinating to me. However, I am often left with the thought, "What the hell was that?"

Christmas is the worst time for being pummeled by advertising. There is a sense of desperation in it. A cloying pressure to buy that new thing or get that other thing cheap. Then, there is the manipulation of the Christmas ideal. Buy that new car. Have that perfect life with a fireplace, a Christmas tree, and a hot drink steaming in the background. It makes a person subconsciously aware of their, "haves" and "have-nots".

It is not like advertisers aren't aware of this. This Kit Kat commercial proves that little truth.


I can't help compare this to the ad strategy premise behind the movie Crazy People.


But let's get back to the point.

I have noticed a phenomenon in advertising. I will deem this phenomenon, word-salad-propaganda. This is when an advertiser utilizes a lot of disjointed words or phrases to, "inspire" you. They do it so you will connect with them and buy from them. I would say this doesn't work, but they keep doing it so it must be working. How is that possible? It is just bad poetry for the capitalist regime. Okay, maybe that is a little dramatic. But still, I can't imagine someone buying into it.

Just to prove my point, I will write one of these commercials. 

For the setting, just imagine that perfect Christmas imagery I mentioned before. Add to it a family, all wearing Christmas sweaters possibly made by Grandma. A golden retriever rests in the background on that stain free white couch. (Who buys a white couch?) It's Christmas morning and the family is opening their gifts. Each opens their gift slowly. Each family member presents their joy (and their gift) to the room. Superimposed over this scene are words. The words fade in and out as the commercial progresses.

Warmth.
Shine.
Giving.
Joy.
Laughter.
Timeless.
Generic Brand Name.

I wish I could say this was something new and yet, I found this ad after some light Googling. I can't tell you if it's real, but I suspect it is. Nothing says Christmas more than objectified ownership of your lovely bride and spoons. Can't leave out those spoons.

Image Source: Flickr

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