The first advertisement I chose that related most to Raymond Williams’ quote was this advertisement which pictures Albert Einstein eating mentos, that says, “I Eat Mentos, do you?”. I found this humorous because not only does it ask the audience this valid question, but on the right side it says, “the most famous scientist, Albert Einstein”. In addition, it says on the bottom, “Mentos, helping people get ideas”. What is so unique and displays skepticism about this is that the advertisement is trying to get you to think that if Albert Einstein chews Mentos and is the world’s most famous scientist, this is as a result of chewing Mentos. This Mentos advertisement is trying to get the audience to make the connection that if you chew Mentos, it will help you come up with ideas, just like how Albert Einstein came up with ideas that got him to becoming the world’s most famous scientist.
The second advertisement I chose that related most to Raymond Williams’ was this advertisement which pictured Denver Broncos football player Terrell Davis in his jersey showing off his muscles with a milk mustache. The caption of this advertisement saying, “got milk”, is trying to get the audience to know that drinking milk is healthy and provides a good source of protein to build muscles. This advertisement not only displays humor, but skepticism because the advertisement is trying to convince the audience that if you drink milk, that you can become just like Terrell Davis and develop these big muscles, as pictured in the advertisement. The overall connection that this advertisement is trying to get the audience to make is that if you drink milk you can get these big muscles like Terrell Davis because of the protein in milk.
The quote that I chose to use from R. Williams’ text on advertising which argues what makes the change between the two advertisements an example of “knowing, sophisticated” advertising is from page 333. “Advertising was developed to sell goods, in a particular kind of economy. Publicity has been developed to sell persons, in a particular kind of culture” (Williams 333). The two advertisements that I chose are good examples of the quote that I used from Williams’ text because both products, the Mentos and the Milk were both advertised in a time period and a particular economy where they both were not an expensive good, but a popular good among customers. In addition, both advertisements used famous people to sell people on that product to try and buy the Mentos or Milk.
Raymond Williams, “Advertising: The Magic System,” in The Cultural Studies Reader, 2nd ed., edited by Simon During (London: Routledge, 1999), 320-336.