dimanche 30 mars 2014

Coke’s Wildly Controversial – America The Beautiful – Super Bowl Spot






Hello,

Today i am going to discuss a giant brand : Coca Cola.

With the name comes the title, and of course, Coca had always provided us with great quality videos, with great creativity, and of course a never ending budget.

This particular commercial didn't please everybody as usual, and is is a shame (my blog, my opinions, lol).
A lot of Us citizens criticized the ad, telling that it is absurd (and i use an euphemism) that the song "America the beautiful" wasn't sung in english.

Apparently singing a song about America in any language other than English is totally unacceptable to a whole lot of americans.

For my opinion, that is wrong. You need to know, that i also finds wrong that Europeans dont speck better english, or spanish (for example in France, where i live, the english level is drastically low) or that a big majority of people think there is only one type of arabic (theres quite a few actually).

Language is important, very important, the ability to communicate one with another is possible because of it. That whats making us different from other animal species, the ability to describe the world with words.
But languages,as different type of country, well, it has the importance that we give to it. We should be able to accept others way of living as well.
With this super-ball commercial, a good deal of Americans shown they couldn't.


I hope that coca cola won't stop making cheesy, over optimistic commercials, they remind me that dreams still exists.




'Till then,











lundi 3 mars 2014

PANZANI ad : "Rhetoric of the Image", Roland Barthes

Today i will talk to you about a famous class book case in advertising: The french pasta brand panzani ad's.

I was thinking that if were already analyzing advertisement from around the world, we might as well learn from true professionals about it.

This particular ad was analyzed by Roland Barthes (French literary theorist, philosopher, linguist critic and semiotician, basically a superstar advertising analysts that made communication student over the word suffer to learn he's methods) 


Acoording to Barthes they are three levels of analysis to each advertisement: 

The linguistic message
The symbolic message
The literal message. 


What does Barthes mean by this 3 levels?

The linguistic message is what is written on the advertisement: Pate (Pasta), sauce (sauce), parmesan, A l'Italienne de luxe (Italian luxury style). So whats the deal with the french brand? Why does it look so Italian?
Well thats the thing about Barthes explanation, if it looks Italian, smell (almost) Italian and has parmesan on it, it's obviously Italian.
According to Barthes, the market bag, the ripe tomatoes, the red color dominating, all of this are part of the symbolic message: We are a french brand, but boy you are going to feel Italian by eating our pasta. 
Thats what i wanted to share with you guys, in advertising, perception is the most important thing, without it, even the most pretty ad will not work.


So keep it in mind aspiring ad men (and woman). 



'Till next time…