Advertisements
are boring for everyone except for the people who dedicate their lives to it, I
suppose. Well, at least, I’m in the first group.
There
are only few types of advertisement I like: perfume advertising, car
advertising and film advertising. I like the first two for what they transmit,
that are feelings. For example have you ever noticed how happy is the driver or
the family riding on the car advertised? Yes, that’s the point.
The same happens with perfume advertisements. They sell you a beautiful city, a
beautiful life… and it’s impossible not to feel anything about that but I am very aware that this isn’t real. If I
bought “Dior” I wouldn’t be living a wonderful life in Paris. Everybody knows. Film
advertisements are (popularly) known as “trailers”. I think that they are just
advertisements presented differently. I agree that we could discuss about this
but this is not the object of this composition.
So,
there’s only one advertisement that doesn’t fit into these categories, which I
like. Actually, there’s more than one. The Estrella Damm ones. We have to admit
it: they are creative and geniuses.
They
sell you feelings: freshness, love, friendship, etc., which fit perfectly in
summer.
These
advertisements summarize a perfect summer trip. Usually there is a group of
friends who travel in the Mediterranean coast and enjoy perfect holidays. Between scenes, a couple of
bottles of Estrella Damm appear.
What
your brain does is unconsciously associate one thing with another: Happy Summer
with friends on the beach equals Happiness, and this Happiness means Estrella
Damm. I know it looks complicated, but it exists on the twisty minds of the
publicity – maker. It’s their strategy.
My
favorite one was in 2010. It’s about that, four friends (two girls and two
boys) who go on a ship – travel. Two friends are a couple and the other two
like each other but they are not together, and at the end they kiss. “At the
end” means: at the end of the advertisement, of course, and in the end of the
summer. It’s like a fairy –tale story with a happy ending.
These
advertisements are famous because they are only in television on summers. The
song which is played in this three long minute advertisement is normally
nominated as the “Summer Song of the year”.
Finally,
I just want to add that publicity it’s with us, everywhere, in our houses, on the
streets, in the schools. For example: look at our English book. It is
publicizing its editorial even though we can barely notice.
Honestly, I have to say there are pretty funny advertisements (and I am not
referring to “acierto.com”). And that’s good, I guess.
DIANA BADIA
1 BATX B
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