by Mathpou on Novembre 6, 2017 - 9:57pm
Do Ads Link to Happiness?
We live in a world full of messages in form of advertising. They can be seen on a television, online, on a bus, on a highway billboard, in a shopping center, everywhere. Despite the fact that they are everywhere, they share another characteristic, they promote happiness in one way or another. These ads also have a target group so that they can be more effective. I chose a Corona beer ad which is aimed at my age group, young adults. The following text explains my opinion on this.
In this commercial, the product, Corona beer, is associated with happiness through showing happy young people enjoining summer. The product is shown in evidence in each scene, followed by people in a joyful state. These people are good looking and they look happy. Some of them look closer to one another and there are some sub-messages like “There are some hot conditions” (18-21 sec). It refers to the term “hot” for someone which is attractive and to the first term for the temperature. They are mainly relaxing during the day and partying in the evening. At this age, a big concern is to have a great social life and this is well represented in this ad. The peaceful state of emotion is also shown with the slow but entertaining song in the background that makes ourselves feel on vacation.
The ad displays a trip of an unknown duration, therefore, the happiness can be interpreted, at first, as a flow feeling because the people seem to be in another state in which they have no thoughts, but, a beer offers a bodily pleasure based on the duration of its joy effect. The beer can offer pleasures with its taste or with its effects. The flow portrayed in the ad has a stronger presence because it reaches more the dream of young adults; have an accomplished social life, more than just the pleasure of consuming the product. This is how they manage to reach their target with more efficiency.
In this ad, Corona beer is shown as essential for a good summer. As said in the ad: “There will always be plenty of Coronas”, the narrator cites this just after enumerating all the “hard conditions” of summer. In other words, the easiest path to have a great summer is to have Corona. This encourages a lot of materialism and affluenza. Of course, the summer is related to happiness because only perfect aspects of this season are shown. To perfectly fulfill the summer the Corona ad suggests you need to pass it in a resort near a sand beach in a hot country. There is no cheap activity in this ad but this does not seem a problem for the young adults.The omnipresence of this product creates unconscious links with what we saw in the ad and the product.
At first, without analyzing it, the message of the ad hits the target perfectly. If I had just passed by this ad, for example, watching television, it would have created a thought in my subconscious. The message aims our main values, therefore, without knowing it, we make a link between the product and the happiness it could bring us, supposedly. This is how it can get me to buy it if I need to choose a beer for some activity, I will probably buy the Corona because I can relate to the ad and how those people seemed to be happy and this is what everyone wants, to have friends, fun, and good memories.
If an ad attracted someone, it necessarily means it has influenced him or her, as long as it is not analyzed like in this writing. When someone is attracted to an ad, he or she is also attracted by the images shown and by the message diffused. These attractive aspects of the ad caught the attention of the person, therefore it already creates a memory that can be easily remembered because it shares common aspects with the said person. In other words, if an ad attracts someone, it is hard to not let it influence you.
In conclusion, using happiness to convince someone to buy a product is unfair. It really uses the weakness of someone to get every possible dollar. Sadly, it is now considered normal because every company uses this technique. This principle encourages fake link with happiness using diverse unnecessary products that grab the attention of a specific age group. This brings a lot of consumption leading to materialism and affluenza.