ENG305H1 Lecture Notes - Baking Chocolate, Consumerism, Open Happiness

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Published on 5 Feb 2013
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Scholarly approaches
Religion in pc
Religious functions of PC
Mission to society and pc
Theological dialogue
Coke ad
For every tank built ~dolls made….. 1 weapon 20000 share coke
Oasis Whatever; free to be whatever
Doesn’t use religious symbolism to make point; subtler allusions
Still providing meaning to lives… suffering vs good
Asserting community
Transcendental effect of showing better world
Suspicious vs affirmative
Song right or wrong, whatever choose is right… values but reality of lack of choice
Coke isn’t force for good in world; like drug cartel in Mexico
Statistics (i.e. mothers baking chocolate cakes)…
Print ad -> get more elaborate -> copyright
Coke early adapter
Persuasion ad, delightful, healthful beverage for men~ladies…
Push ad
-> pulling into coke was part of childhood, relive nostalgia (picture of children and
adults given coke)
human desire for recaptured childhood
power of persuasion, ads and resolution to problems
Santa from saint figure to consumerism/capitalism
Coke makes commercial Santa
Coke Santa ad without any text -> allegorical, drawing out from it
Coke and “cool,” identifying through youth, different values (surfing beach, It’s the real
thing) pull advertisement
-> Coke becomes the thing… open happiness
Santana ad continuously stokes desires and reality
Church of Coca Cola hushed sanctuary with coke relics… drawing from symbolism of
American Xtinity
Coke doesn’t use sex too much
Superbowl ads
Trend of pointing to sns
Fitting human desires with consumer desires
Selling sex Kate Upton vs Best Buy (50 shades of grey)
Gendered roles, stereotypes, twisting the tropes
Women objectified vs control
Conversation not just about products, includes values
Value-based advertising
Motives of marketing questioned, so corporates have to do good to do good, have more
meanings
Ads do work, change behaviour…
Conscience of advertising
Public service announcement
Texting/driving, seatbelt
Guilt
Push cognitive, pull emotional (emotional has more imprint)
Spiritual advertising
“We are all witnesses” Cleveland, arms spread apart – Nike… messianic figure
promising spiritual value and transcendence
Adidas Messi witness, alchemy, spark… made into myth, story of origins, creation
through electricity -> messianic figure
Connection between capitalism and xtianity through marketing
Creative tension between American xtianity and marketing
Marketing informed by xtian persuasion
American xtianity inseparable from consumerism

Document Summary

For every tank built ~dolls made 1 weapon 20000 share coke. Oasis whatever; free to be whatever. Doesn"t use religious symbolism to make point; subtler allusions. Still providing meaning to lives suffering vs good. Song right or wrong, whatever choose is right values but reality of lack of choice. Coke isn"t force for good in world; like drug cartel in mexico. Print ad -> get more elaborate -> copyright. Persuasion ad, delightful, healthful beverage for men~ladies . > pulling into coke was part of childhood, relive nostalgia (picture of children and adults given coke) Power of persuasion, ads and resolution to problems. Coke santa ad without any text -> allegorical, drawing out from it. Coke and cool, identifying through youth, different values (surfing beach, it"s the real thing) pull advertisement. Santana ad continuously stokes desires and reality. Church of coca cola hushed sanctuary with coke relics drawing from symbolism of.