Difference between revisions of "The Commercial (Discussion)"

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==The Polysemy of Commodities==
 
==The Polysemy of Commodities==
'''Group 1'''
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<div style="column-count:2;-moz-column-count:2;-webkit-column-count:2">
 
#Luxury, leisure and conspicuous consumption
 
#Luxury, leisure and conspicuous consumption
 
#Individualism
 
#Individualism
'''Group 2'''
 
 
#The natural
 
#The natural
 
#Folk culture and tradition
 
#Folk culture and tradition
'''Group 3'''
 
 
#Novelty and progress
 
#Novelty and progress
 
#Sexuality and romance
 
#Sexuality and romance
'''Group 4'''
 
 
#Alleviation of pain, fear/anxiety and guilt
 
#Alleviation of pain, fear/anxiety and guilt
 
#Utopia and escape from dystopia
 
#Utopia and escape from dystopia
 
+
</div>
 
==The Persuasive Style of Commercials==
 
==The Persuasive Style of Commercials==
'''Group 1'''
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<div style="column-count:2;-moz-column-count:2;-webkit-column-count:2">
 
#Metaphor
 
#Metaphor
 
#Utopian style
 
#Utopian style
'''Group 2'''
 
 
#Product differentiation and superiority
 
#Product differentiation and superiority
 
#Repetition and redundancy
 
#Repetition and redundancy
'''Group 3'''
 
 
#Extraordinary and excessive style: “televisuality” and counter television
 
#Extraordinary and excessive style: “televisuality” and counter television
 
#Graphics and animation
 
#Graphics and animation
'''Group 4'''
 
 
#Violating reality (special effects)
 
#Violating reality (special effects)
 
#Reflexivity and intertextuality
 
#Reflexivity and intertextuality
 +
</div>
  
 
==Commercial analysis==
 
==Commercial analysis==
Each group will analyze two commercials from a recent episode of ''The New Adventures of Old Christine''. You should first discuss the polysemy attached to the advertised commodity and then you should discuss the persuasive style used to present that polysemy.
+
Commercials from a rerun broadcast of ''Maine Cabin Masters'' on September 10, 2020.
 +
 
 +
'''First identify the meanings or polysemy attached to the advertised commodity and then identify the persuasive style used to present that polysemy.'''
 +
 
 +
On Blackboard, LG Cord Zero is in ''Commercial Break #1'' and the rest are in ''Commercial Break #2''. '''Caution: the audio is a bit high in these videos!''' [https://tvcrit.org/Classes/Jbutler/BUI301/Commercials_2020-09-10/ View more screenshots from the commercials.]
  
'''Group 1 '''
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<gallery mode="packed" heights=200px>
<!-- Just before 5:00 -->
+
File:Commercials 2020-09-10 BreakOneqq00 01 32qq00014.jpg|alt=LG Cord Zero|'''Group 1:''' LG Cord Zero.
*Applebee's
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File:Commercials 2020-09-10 BreakOneqq00 01 47qq00018.jpg|alt=LG Cord Zero|'''Group 1:''' LG Cord Zero.
*Verizon
+
File:Commercials 2020-09-10 BreakOneqq00 05 32qq00041.jpg|alt=Norton/LifeLock.|'''Group 2''' Norton/LifeLock.
 +
File:Commercials 2020-09-10 BreakOneqq00 05 50qq00048.jpg|alt=Norton/LifeLock.|'''Group 2''' Norton/LifeLock.
 +
File:Commercials 2020-09-10 BreakOneqq00 05 59qq00052.jpg|alt=John Deere Series 1 Tractor|'''Group 3''' John Deere Series 1 Tractor.
 +
File:Commercials 2020-09-10 BreakOneqq00 06 11qq00060.jpg|alt=John Deere Series 1 Tractor|'''Group 3''' John Deere Series 1 Tractor.
 +
File:Commercials 2020-09-10 BreakOneqq00 06 57qq00074.jpg|alt=Sleep Number Mattress|'''Group 4''' Sleep Number Mattress.
 +
File:Commercials 2020-09-10 BreakOneqq00 07 04qq00071.jpg|alt=Sleep Number Mattress|'''Group 4''' Sleep Number Mattress.
 +
File:Commercials 2020-09-10 BreakOneqq00 04 44qq00026.jpg|alt=Jimmy Dean Sausage|'''ALL GROUPS:''' Jimmy Dean Sausage (Dean died in 2010). ([https://en.wikipedia.org/wiki/Jimmy_Dean#Business_career Read section of Wikipedia article about Dean's association with these commercials.])
 +
File:Commercials 2020-09-10 BreakOneqq00 04 53qq00030.jpg|alt=Jimmy Dean Sausage|'''ALL GROUPS'''.
 +
</gallery>
  
'''Group 2'''
+
==2013 commercial analysis==
*Tums
+
[https://vimeo.com/347838197 Commercials from a 2013 episode of ''The Simpsons'' (2/10/2013)].
*Aussie hair product
 
  
'''Group 3'''
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<gallery mode="packed" heights=200px>
*Oreo Double Stuff
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File:Commercials 20130210SimpsonsEpqq00 00 17qq00004.jpg|alt=Old Spice Hawkridge.|'''Group 5''' Old Spice Hawkridge
*Botox
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File:Commercials 20130210SimpsonsEpqq00 00 43qq00008.jpg|alt=Old Spice Hawkridge.|'''Group 5''' Old Spice Hawkridge
 +
File:Commercials 20130210SimpsonsEpqq00 00 54qq00010.jpg|alt=Chili's|'''Group 6''' Chili's
 +
File:Commercials 20130210SimpsonsEpqq00 00 57qq00011.jpg|alt=Chili's|'''Group 6''' Chili's
 +
File:Commercials 20130210SimpsonsEpqq00 01 24qq00018.jpg|alt=AT&T.|'''Group 1''' AT&T
 +
File:Commercials 20130210SimpsonsEpqq00 01 25qq00019.jpg|alt=AT&T.|'''Group 1''' AT&T
 +
File:Commercials 20130210SimpsonsEpqq00 01 32qq00021.jpg|alt=McDonald's Fish McBites|'''Group 2''' McDonald's Fish McBites
 +
File:Commercials 20130210SimpsonsEpqq00 01 43qq00024.jpg|alt=McDonald's Fish McBites|'''Group 2''' McDonald's Fish McBites
 +
File:Commercials 20130210SimpsonsEpqq00 02 10qq00029.jpg|alt=Best Buy / Galaxy Note II|'''Group 3''' Best Buy / Galaxy Note II
 +
File:Commercials 20130210SimpsonsEpqq00 02 13qq00031.jpg|alt=Best Buy / Galaxy Note II|'''Group 3''' Best Buy / Galaxy Note II
 +
File:Commercials 20130210SimpsonsEpqq00 02 18qq00032.jpg|alt=Subway|'''Group 4''' Subway
 +
File:Commercials 20130210SimpsonsEpqq00 02 45qq00039.jpg|alt=Subway|'''Group 4''' Subway
 +
File:Commercials 20130210SimpsonsEpqq00 02 57qq00042.jpg|alt=Little Caesar's|'''Extra''' Little Caesar's
 +
File:Commercials 20130210SimpsonsEpqq00 03 14qq00048.jpg|alt=Little Caesar's|'''Extra''' Little Caesar's
 +
File:Commercials 20130210SimpsonsEpqq00 03 22qq00051.jpg|alt=Ford SYNC|'''Extra/Group2?''' Ford SYNC
 +
File:Commercials 20130210SimpsonsEpqq00 03 41qq00057.jpg|alt=Ford SYNC|'''Extra/Group2?''' Ford SYNC
 +
</gallery>
  
'''Group 4'''
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==2006 commercial analysis==
*Tyson chicken
+
From ''The New Adventures of Old Christine'' (2006).
<!-- At 15:00 -->
 
*Woolite pod
 
  
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1399-2/Commercials001.jpg
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<gallery mode="packed" heights=200px>
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1402-2/Commercials002.jpg
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Image:Commercials001.jpg|'''Group 4 ''' Applebee's
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1404-2/Commercials003.jpg
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Image:Commercials002.jpg|'''Group 4 ''' Applebee's
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1406-2/Commercials004.jpg
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Image:Commercials003.jpg|'''Group 4 ''' Verizon
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1408-2/Commercials005.jpg
+
Image:Commercials004.jpg|'''Group 4 ''' Verizon
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1410-2/Commercials006.jpg
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Image:Commercials005.jpg|'''Group 1''' Tums
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1412-2/Commercials008.jpg
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Image:Commercials006.jpg|'''Group 1''' Tums
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1414-2/Commercials009.jpg
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Image:Commercials008.jpg|'''Group 1''' Aussie hair product
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1416-2/Commercials010.jpg
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Image:Commercials009.jpg|'''Group 1''' Aussie hair product
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1418-2/Commercials011.jpg
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Image:Commercials010.jpg|'''Group 2''' Oreo Double Stuff
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1420-2/Commercials012.jpg
+
Image:Commercials011.jpg|'''Group 2''' Oreo Double Stuff
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1422-2/Commercials013.jpg
+
Image:Commercials012.jpg|'''Group 2''' Botox
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1424-2/Commercials014.jpg
+
Image:Commercials013.jpg|'''Group 2''' Botox
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1426-2/Commercials015.jpg
+
Image:Commercials014.jpg|'''Group 3''' Tyson chicken
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1428-2/Commercials016.jpg
+
Image:Commercials015.jpg|'''Group 3''' Tyson chicken
http://www.tcf.ua.edu/tvcritgallery/main.php/d/1430-2/Commercials017.jpg
+
Image:Commercials016.jpg|'''Group 3''' Woolite pod
 +
Image:Commercials017.jpg|'''Group 3''' Woolite pod
 +
</gallery>
  
 
== Bibliography ==
 
== Bibliography ==
#Butler, Jeremy G. ''Television: Critical Methods and Applications''. Mahweh, NJ: Lawrence Erlbaum Associates, 2007.
+
#Jeremy G. Butler, ''Television: Visual Storytelling and Screen Culture'' (New York: Routledge, 2018).
  
 
==External links==
 
==External links==
*[http://www.tcf.ua.edu/tvcritgallery/main.php/v/chapter12/ Chapter 12 illustrations]
+
*[https://tvcrit.org/Classes/Jbutler/TVCrit2018_images_ByChapters/06/ Chapter 6 screenshot illustrations]
*[http://www.tcf.ua.edu/tvcritgallery/main.php/v/chapter12/examples/ Frame grabs from the sample commercials]
+
*[https://tvcrit.org/EO/DV/Commercials.htm Chapter 6 video illustrations]
 +
*[https://tvcrit.org/Classes/Jbutler/BUI301/Commercials_2020-09-10/ Additional screenshots from 2020 commercials]
 +
*[https://vimeo.com/347838197 Commercials from ''The Simpsons'' Episode (2/10/2013)]
  
[[Category:TCF311]]
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[[Category:BUI301]]
[[Category:TCF311 Discussion]]
+
[[Category:BUI301 Discussion]]
 +
[[Category:JCM311]]
 +
[[Category:JCM311 Discussion]]

Latest revision as of 19:15, 3 July 2021

The Polysemy of Commodities

  1. Luxury, leisure and conspicuous consumption
  2. Individualism
  3. The natural
  4. Folk culture and tradition
  5. Novelty and progress
  6. Sexuality and romance
  7. Alleviation of pain, fear/anxiety and guilt
  8. Utopia and escape from dystopia

The Persuasive Style of Commercials

  1. Metaphor
  2. Utopian style
  3. Product differentiation and superiority
  4. Repetition and redundancy
  5. Extraordinary and excessive style: “televisuality” and counter television
  6. Graphics and animation
  7. Violating reality (special effects)
  8. Reflexivity and intertextuality

Commercial analysis

Commercials from a rerun broadcast of Maine Cabin Masters on September 10, 2020.

First identify the meanings or polysemy attached to the advertised commodity and then identify the persuasive style used to present that polysemy.

On Blackboard, LG Cord Zero is in Commercial Break #1 and the rest are in Commercial Break #2. Caution: the audio is a bit high in these videos! View more screenshots from the commercials.

2013 commercial analysis

Commercials from a 2013 episode of The Simpsons (2/10/2013).

2006 commercial analysis

From The New Adventures of Old Christine (2006).

Bibliography

  1. Jeremy G. Butler, Television: Visual Storytelling and Screen Culture (New York: Routledge, 2018).

External links