Good Morning, Readers!
Today, I am going to talk about different forms of commercials and I chose video as the media of the commercial to be discussed. There are two types of commercials, persuasive commercials and informative commercials.
I have posted two examples of persuasive commercials, these types of commercials aim to convince customers to buy particular products. But, they don't significantly inform the audiences about the features and characteristics of the product, this is the uniqueness of persuasive commercials. Both of the video commercials are promoting Skittles candies but were launched not in the same year. The first video was launched in 1974, older than the second one which was launched in 2007.
By watching the first video,we know that it shows a little information about its products, Skittles candies, starting from the different flavors and colors, explained by both of the kids there. Surprisingly, the second video, which is the latest one, does not describe the product at all, it only portrays to us about the man who turns everything he touches into skittles, this is actually how persuasive commercial works nowadays. It plays with our imagination, makes us think about something that wouldn't occur in real life.
As we can see from the slogan in
that picture, the commercial makes use of the literary device anaphora. Anaphora
is defined as the regular repetition of the same word or phrase only at the beginning, not at the end. Rainbow, in
this slogan is being repeated twice in a sentence. The use of simile in this
situation is connected when the commercial portrays the skittles as rainbows
because they are colorful. Furthermore,
the use of personification in this slogan is described clearly since the words “
Touch” and “Taste” which possesses human qualities, are connected with the
rainbow. Of course in real life, a rainbow cannot be touched nor tasted!
The new commercial based its story on an Ancient Greek Myth called King Midas. It was a story about a king who turned everything he touched into gold, whether it was an object or human , this was one of his wish granted by God Dionysus. However, Tim, as the main character in this commercial was seen to turn everything he touched into Skittles, not gold. This idea demonstrated the use of Propaganda which was Transfer. Transfer employed the use of symbols,quotes or the images of famous people to convey a message not necessarily associated with them, in this commercial the famous person used was the King Midas.This was an interesting concept of commercials as the tone of this commercial was shown in a humorous way , to illustrate that skittles could be good as gold, again, the use of the literary device simile was used as the commercial differentiated and portrayed skittles as gold.
“Funny little Skittles are fun to chew, some for me and some for you.” This statement taken from the old commercials had proposed the use of the Propaganda which was the Bandwagon. The idea behind bandwagon was that “If I join this then you should too!” The Skittles commercial demonstrated that others were enjoying skittles, then you, referring to the target audiences, children, should enjoy it too. The bandwagon approach appealed to the conformist in all of us: No one wanted to be left out of what was perceived to be a popular trend.
The genre of the old commercial was cartoon and used the white background so, it did not make use of the setting in this situation. The tone in this commercial developed was the feeling of joy and happiness. It gave the idea that our life would become more colorful when we enjoyed our skittles. This was demonstrated when both of the characters were swallowing their skittles with different flavors. Their body was drawn transparently especially to let the viewers to see how amazing this product could be when it entered your body, you can see those candies fluttering inside your body, this kind of persuasive advertisement could easily attract children but could also bring a controversial problem. “I crunch the outside and chew the inside.” Imagery was also used in this statement when the commercial described the ways of consuming skittles.
Today, I am going to talk about different forms of commercials and I chose video as the media of the commercial to be discussed. There are two types of commercials, persuasive commercials and informative commercials.
I have posted two examples of persuasive commercials, these types of commercials aim to convince customers to buy particular products. But, they don't significantly inform the audiences about the features and characteristics of the product, this is the uniqueness of persuasive commercials. Both of the video commercials are promoting Skittles candies but were launched not in the same year. The first video was launched in 1974, older than the second one which was launched in 2007.
By watching the first video,we know that it shows a little information about its products, Skittles candies, starting from the different flavors and colors, explained by both of the kids there. Surprisingly, the second video, which is the latest one, does not describe the product at all, it only portrays to us about the man who turns everything he touches into skittles, this is actually how persuasive commercial works nowadays. It plays with our imagination, makes us think about something that wouldn't occur in real life.
I bet you
guys are curious about the way commercials persuade their target audiences,
well, so am I! I would like to share to you guys about the use of Propaganda
and several literary devices by the commercials as a form of persuasion and how
both of these aspect differs since both of the commercials were launched not in
the same time and targeted to different audiences.
The new commercial based its story on an Ancient Greek Myth called King Midas. It was a story about a king who turned everything he touched into gold, whether it was an object or human , this was one of his wish granted by God Dionysus. However, Tim, as the main character in this commercial was seen to turn everything he touched into Skittles, not gold. This idea demonstrated the use of Propaganda which was Transfer. Transfer employed the use of symbols,quotes or the images of famous people to convey a message not necessarily associated with them, in this commercial the famous person used was the King Midas.This was an interesting concept of commercials as the tone of this commercial was shown in a humorous way , to illustrate that skittles could be good as gold, again, the use of the literary device simile was used as the commercial differentiated and portrayed skittles as gold.
 |
| These images are screenshots from the second video. |
The setting of this commercial took place in an office where Tim worked and he clearly stated how his life had been
miserable since everything he touched turned into skittles. This idea
contradicted with the actual aim of this video that was to introduce the product
and persuade the audience to buy the products(skittles candies), this was a
form of another literary device called juxtaposition. The term juxtaposition was defined as placing of two ideas side by side to create a certain
effect, reveal an attitude, or accomplish some other purpose.
“Funny little Skittles are fun to chew, some for me and some for you.” This statement taken from the old commercials had proposed the use of the Propaganda which was the Bandwagon. The idea behind bandwagon was that “If I join this then you should too!” The Skittles commercial demonstrated that others were enjoying skittles, then you, referring to the target audiences, children, should enjoy it too. The bandwagon approach appealed to the conformist in all of us: No one wanted to be left out of what was perceived to be a popular trend.
 |
| This image is a screenshot from the first video. |
The genre of the old commercial was cartoon and used the white background so, it did not make use of the setting in this situation. The tone in this commercial developed was the feeling of joy and happiness. It gave the idea that our life would become more colorful when we enjoyed our skittles. This was demonstrated when both of the characters were swallowing their skittles with different flavors. Their body was drawn transparently especially to let the viewers to see how amazing this product could be when it entered your body, you can see those candies fluttering inside your body, this kind of persuasive advertisement could easily attract children but could also bring a controversial problem. “I crunch the outside and chew the inside.” Imagery was also used in this statement when the commercial described the ways of consuming skittles.
After watching both of the videos,
there were huge differences between the way those two commercials persuade their
targeted audiences as they were launched not in the same time.
Technological development might have impacted the use of commercials back then.
I think that’s all about my post in this blog today. Feel free to post a
comment below! I hope you guys will keep in track with my blog!
Post a Comment