Advertising I
I decided that I wanted to watch a channel that catered to audiences of all ages. I decided upon Nickelodeon’s Nick at Nite, which airs late in the evening and provides television shows that cater to both humor for children and adult humor. During the day, I believe that the commercials cater to children and teenagers for the most part. When the evening comes around, however, commercials make a transition into adult entertainment and desire, as well. So, not only is there a noticeable transition within the shows on Nickelodeon, but within the commercials as well, as time passes through the day.
The first commercial I analyzed consisted of a cute yellow lab puppy romping around a park filled with active people. This commercial is visually stimulating for it has bright colors and a lot of fun, family action taking place. All the poignant actors within the commercial wear solid, bright colored shirts. The grass in the park is a vivid green and the sky is a summer blue. The aesthetics are therefore pleasing, but there are also cuteness and humor factors involved. The puppy is of course adorable, but the actions of the puppy are quite humorous. Throughout the commercial, the puppy is running around the park observing peoples’ bottoms and the various, uncomfortable elements that their bottoms are exposed to. For instance, there are bottoms that are shown on uncomfortable, small bicycle seats, bottoms on seesaws, bottoms slipping off the end of a sliding board, and bottoms falling while rollerblading. These aspects add humor to the whole commercial where most of the visuals are an adorable puppy and peoples’ bottoms. The amusing auditory effect of this commercial is that the puppy’s perspective comes from a voice-over (a man’s comical voice). Throughout this commercial, the audience does not exactly know what is going to be advertised or how the commercial will conclude. As the audience, I was at the edge of my seat wondering how this commercial would conclude. Towards the end of the commercial, another voice-over (a woman’s calm voice) speaks directly to the audience about how life causes aching bottoms. She encourages us to make a change and “be kind to your behind.” As this voice-over influences the audience, the puppy approaches a woman who is sitting in a comfortable chair that is kind to her behind. After this scene, a bland scene appears where the only vivid color is the blue on the Cottonelle Toilet Paper wrapping. Next to this toilet paper is the puppy, approving of the product. This commercial reaches out to all ages. The colors, bottoms, action, play, and puppy stimulate children. They stimulate the adults, as well, but the adults, I believe, might be more interested in the motive of this commercial rather than the content. I believe that a child would be satisfied with this commercial even if there is not a concluding advertisement. This commercial promotes family values and the producers of this commercial seem to want to show to the audience that this brand of toilet paper is something that can be depended on for comfort within a family.
The next commercial that I analyzed was yet another talking animal commercial in which two black bulls graze in a golden pasture underneath a beautiful, blue sky. Since I have seen commercials related to this one, I know that these bulls are in the rolling hills of California. The ways in which these bulls speak is equivalent to a college boy. The first bull talks to the other bull about the “babes” (female cows) that surround them. The first bull asks, “You’re from the east, huh?” using colloquial language. The first bull then goes on to explain that these “babes” must be “babes” due to the sunny sky, clean air and good food. A cow crosses their path and he asks her, “Hey, d’ya work out?” A voice-over then interrupts, telling the audience that “Good cheese comes from happy cows. Happy cows come from California.” This commercial that advertises Real California Cheese excels at engaging all ages of an audience. I mentioned above that I knew the direction of this commercial because I have seen others related to it. In a way, that makes this commercial a part of a mini-series of commercials, kind of like a funny show or cartoon. That is one way to get the attention of children (especially if it is a talking animal). To have the bulls speak as if they are college boys might engage an audience of that certain age. An older audience might find it amusing because the effect of these bulls mimicking how their own children sound is quite funny. This commercial values production very much. When the first bull speaks about the “babes”, he explains that they are babes because of how their environment produced them. The production of these “babe” or “happy” cows is of course assuring to the idea of producing a product (Real California Cheese) that can make the consumer happy, as well.
The last commercial that I analyzed is a Busch Gardens commercial. This commercial also reaches out to all ages. It is a very quick and thrilling commercial, a lot like a ride in an amusement park. It shows quick, changing scenes that show happy children, happy couples (young and old), and happy families. The scenes involve children with looks of awe and wonder on their faces, a child peering through a foggy window at a woman baking, a happy couple dancing on a glorious dance floor, children petting farm animals, and happy families gathered around a table eating a meal. This commercial seems to value fun for everyone, whether or not you have children, and whether or not you are young. But also, I believe that this commercial poses a value of the consumption of fun. It seems to say we guarantee that if you pay to visit us, you’ll be as happy as these people! The producers of this commercial are aware that fun can be sought elsewhere and without having to shell out a lot of cash. Therefore, that is why I believe that this commercial put more of an emphasis on family fun rather than the rides and entertainment that is provided. It shows the family being entertained by each other rather than them being entertained by what is provided at the park. This mechanism is a way for Busch Gardens to somehow form a promise to the consumer.
I muted the television during a Campbell’s Mushroom Soup commercial. This commercial consists of a family of three generations (children, parents, grandparents) gathering for a meal. The mother is busy in the kitchen, putting the meal together. Her son and daughter are in the kitchen with her, watching her. Everyone in the commercial is wearing either white or beige so that the only colorful thing in the commercial is the green bean casserole that the mother prepared. Green bean casserole is a traditional American dish that is served on holidays or during family get-togethers. Food is often advertised as a way to bring family together. Therefore, I believe that Campbell’s is trying to portray a familial connection between this specific food and family. Another value I notice in this commercial is the value of the mother. The mother has her place in this commercial as the provider of food, family, and color. It is because of her that everyone is happy at the table because she is the sole creator of the dish that portrays their happiness.
All these commercials attempt to socialize families into active, comforting groups of people that get along and have fun. All these commercials contain animals, bright colors, and a lot of healthy action and involvement. These commercials also make assumptions that products are purchased for the purpose of family togetherness and identity. Family identity in commercials is very generic and avoids contradiction and biases. When contradictions and biases are shown in commercials, it is for the purpose of humor. For instance, during those cell phone commercials where the daughter and grandmother both talk in “text” language or jargon. It is humorous because it is not put into a very serious situation. Commercials geared towards families all have one thing in common. And that is…to be common.
The first commercial I analyzed consisted of a cute yellow lab puppy romping around a park filled with active people. This commercial is visually stimulating for it has bright colors and a lot of fun, family action taking place. All the poignant actors within the commercial wear solid, bright colored shirts. The grass in the park is a vivid green and the sky is a summer blue. The aesthetics are therefore pleasing, but there are also cuteness and humor factors involved. The puppy is of course adorable, but the actions of the puppy are quite humorous. Throughout the commercial, the puppy is running around the park observing peoples’ bottoms and the various, uncomfortable elements that their bottoms are exposed to. For instance, there are bottoms that are shown on uncomfortable, small bicycle seats, bottoms on seesaws, bottoms slipping off the end of a sliding board, and bottoms falling while rollerblading. These aspects add humor to the whole commercial where most of the visuals are an adorable puppy and peoples’ bottoms. The amusing auditory effect of this commercial is that the puppy’s perspective comes from a voice-over (a man’s comical voice). Throughout this commercial, the audience does not exactly know what is going to be advertised or how the commercial will conclude. As the audience, I was at the edge of my seat wondering how this commercial would conclude. Towards the end of the commercial, another voice-over (a woman’s calm voice) speaks directly to the audience about how life causes aching bottoms. She encourages us to make a change and “be kind to your behind.” As this voice-over influences the audience, the puppy approaches a woman who is sitting in a comfortable chair that is kind to her behind. After this scene, a bland scene appears where the only vivid color is the blue on the Cottonelle Toilet Paper wrapping. Next to this toilet paper is the puppy, approving of the product. This commercial reaches out to all ages. The colors, bottoms, action, play, and puppy stimulate children. They stimulate the adults, as well, but the adults, I believe, might be more interested in the motive of this commercial rather than the content. I believe that a child would be satisfied with this commercial even if there is not a concluding advertisement. This commercial promotes family values and the producers of this commercial seem to want to show to the audience that this brand of toilet paper is something that can be depended on for comfort within a family.
The next commercial that I analyzed was yet another talking animal commercial in which two black bulls graze in a golden pasture underneath a beautiful, blue sky. Since I have seen commercials related to this one, I know that these bulls are in the rolling hills of California. The ways in which these bulls speak is equivalent to a college boy. The first bull talks to the other bull about the “babes” (female cows) that surround them. The first bull asks, “You’re from the east, huh?” using colloquial language. The first bull then goes on to explain that these “babes” must be “babes” due to the sunny sky, clean air and good food. A cow crosses their path and he asks her, “Hey, d’ya work out?” A voice-over then interrupts, telling the audience that “Good cheese comes from happy cows. Happy cows come from California.” This commercial that advertises Real California Cheese excels at engaging all ages of an audience. I mentioned above that I knew the direction of this commercial because I have seen others related to it. In a way, that makes this commercial a part of a mini-series of commercials, kind of like a funny show or cartoon. That is one way to get the attention of children (especially if it is a talking animal). To have the bulls speak as if they are college boys might engage an audience of that certain age. An older audience might find it amusing because the effect of these bulls mimicking how their own children sound is quite funny. This commercial values production very much. When the first bull speaks about the “babes”, he explains that they are babes because of how their environment produced them. The production of these “babe” or “happy” cows is of course assuring to the idea of producing a product (Real California Cheese) that can make the consumer happy, as well.
The last commercial that I analyzed is a Busch Gardens commercial. This commercial also reaches out to all ages. It is a very quick and thrilling commercial, a lot like a ride in an amusement park. It shows quick, changing scenes that show happy children, happy couples (young and old), and happy families. The scenes involve children with looks of awe and wonder on their faces, a child peering through a foggy window at a woman baking, a happy couple dancing on a glorious dance floor, children petting farm animals, and happy families gathered around a table eating a meal. This commercial seems to value fun for everyone, whether or not you have children, and whether or not you are young. But also, I believe that this commercial poses a value of the consumption of fun. It seems to say we guarantee that if you pay to visit us, you’ll be as happy as these people! The producers of this commercial are aware that fun can be sought elsewhere and without having to shell out a lot of cash. Therefore, that is why I believe that this commercial put more of an emphasis on family fun rather than the rides and entertainment that is provided. It shows the family being entertained by each other rather than them being entertained by what is provided at the park. This mechanism is a way for Busch Gardens to somehow form a promise to the consumer.
I muted the television during a Campbell’s Mushroom Soup commercial. This commercial consists of a family of three generations (children, parents, grandparents) gathering for a meal. The mother is busy in the kitchen, putting the meal together. Her son and daughter are in the kitchen with her, watching her. Everyone in the commercial is wearing either white or beige so that the only colorful thing in the commercial is the green bean casserole that the mother prepared. Green bean casserole is a traditional American dish that is served on holidays or during family get-togethers. Food is often advertised as a way to bring family together. Therefore, I believe that Campbell’s is trying to portray a familial connection between this specific food and family. Another value I notice in this commercial is the value of the mother. The mother has her place in this commercial as the provider of food, family, and color. It is because of her that everyone is happy at the table because she is the sole creator of the dish that portrays their happiness.
All these commercials attempt to socialize families into active, comforting groups of people that get along and have fun. All these commercials contain animals, bright colors, and a lot of healthy action and involvement. These commercials also make assumptions that products are purchased for the purpose of family togetherness and identity. Family identity in commercials is very generic and avoids contradiction and biases. When contradictions and biases are shown in commercials, it is for the purpose of humor. For instance, during those cell phone commercials where the daughter and grandmother both talk in “text” language or jargon. It is humorous because it is not put into a very serious situation. Commercials geared towards families all have one thing in common. And that is…to be common.