The Commercial (Discussion)

The Polysemy of Commodities

Group 2

1. Luxury, leisure and conspicuous consumption
2. Individualism

Group 3

1. The natural
2. Folk culture and tradition

Group 4

1. Novelty and progress
2. Sexuality and romance

Group 1

1. Alleviation of pain, fear/anxiety and guilt
2. Utopia and escape from dystopia

The Persuasive Style of Commercials

Group 3

1. Metaphor
2. Utopian style

Group 4

1. Product differentiation and superiority
2. Repetition and redundancy

Group 1

1. Extraordinary and excessive style: “televisuality” and counter television
2. Graphics and animation

Group 2

1. Violating reality (special effects)
2. Reflexivity and intertextuality

Commercial analysis

Each group will analyze two commercials from a 2013 episode of The Simpsons. You should first discuss the polysemy attached to the advertised commodity and then you should discuss the persuasive style used to present that polysemy.

Alternative commercial analysis

From The New Adventures of Old Christine (2006).

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  Group 4 Applebee's

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  Group 4 Applebee's

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  Group 4 Verizon

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  Group 4 Verizon

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  Group 1 Tums

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  Group 1 Tums

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  Group 1 Aussie hair product

• 

  Group 1 Aussie hair product

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  Group 2 Oreo Double Stuff

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  Group 2 Oreo Double Stuff

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  Group 2 Botox

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  Group 2 Botox

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  Group 3 Tyson chicken

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  Group 3 Tyson chicken

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  Group 3 Woolite pod

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  Group 3 Woolite pod

Bibliography

1. Jeremy G. Butler, Television: Critical Methods and Applications (New York: Routledge, 2012).

External links

• Chapter 5 illustrations
• Commercials from The Simpsons Episode (2/10/2013)
• Commercials from The New Adventures of Old Christine Episode (2006)