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Advertising and Strategies

The first advertisement I chose happens to be from Snickers. In the commercial, the scene is a backyard football game. Betty White is participating. She is knocked to the grown and then scolded by her teammates for her performance. It turns out that after eating a Snickers, this was not Betty White, as it was actually a man named Mike. The commercial is humorously and skeptically suggesting that Snickers can help you transform into yourself when you aren’t performing up to your normal capabilities. It is also skeptical that the man named Mike looked complete;y different before eating the snickers.

The second advertisement that I chose to include is from Doritos. In the commercial there is a little boy who becomes extremely offended when a man comes over to his house, who is possibly his mothers boyfriend, and he helps himself to a bowl of Doritos that was on the table. The boy, who appears to be around 5 years old, then slaps the man across the face. This is to suggest how much Doritos are prized and protected due to their taste. It is humorous because it is almost as if the boy is disciplining the grown man, although this is not a likely situation.

Raymond Williams suggests that the creators and companies behind many of the advertisements we see today are using the criticism and feedback they get to their advantage. They have been embracing public opinions and using it to their advantage in creating humorous and ridiculous advertisements in order to captivate their audiences. Williams says that due to the abundance of advertisements today, these companies have had to use this strategy in order to stand out. He states “it has become necessary to gain attention by magnificence of promises and by eloquence sometimes sublime and sometimes pathetic” (Williams 323).

Hafner, Josh. “The Funniest Super Bowl Commercials of All Time: Betty White, Terry Tate and Amazon Alexa.” USA Today, Gannett Satellite Information Network, 4 Feb. 2019, http://www.usatoday.com/story/sports/Ad-Meter/2019/01/21/super-bowl-commercial-funniest-tv-ads-all-time/2634942002/.

Williams, Raymond. “Advertising: the Magic System.” Advertising & Society Review, vol. 1, no. 1, 2000, doi:10.1353/asr.2000.0016.

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