The Commercial (Discussion)

The Polysemy of Commodities

Groups 5 & 1

1. Luxury, leisure and conspicuous consumption
2. Individualism

Groups 6 & 2

1. The natural
2. Folk culture and tradition

Groups 7 & 3

1. Novelty and progress
2. Sexuality and romance

Groups 8 & 4

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

The Persuasive Style of Commercials

Groups 6 & 2

1. Metaphor
2. Utopian style

Groups 7 & 3

1. Product differentiation and superiority
2. Repetition and redundancy

Groups 8 & 4

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

Groups 5 & 1

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

Commercial analysis

Each group will analyze a commercial 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

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  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)