Consumer Behavior Symbols in Commercials
Essay by katherynm621 • September 21, 2015 • Essay • 3,751 Words (16 Pages) • 1,141 Views
Symbols in Commercials
Marketers around the world have different techniques for promoting products. Advertising is a very important part of any company and is how it attracts and keeps customers. When advertising through commercials, there are many symbols and rituals that are overlooked. Marketers use everyday symbols to relate to peoples everyday lives. For this assignment I viewed the five commercials, but I really focused on the Coca-Cola, Levi and Chevrolet commercials. I was able to dissect each one and see how they were related to one another and how they weren’t related.
After watching the commercials I realized they all have some type of relationship involved in the story. The first commercial I looked at was Chevrolet was based off of a family and how they interacted with one another during a special time. The second commercial, Levi’s, was about a relationship between a cashier and a customer and then turned into that same customer being the cashier’s daughter’s boyfriend. The final commercial I really looked closely at was the Coca-Cola commercial. Here it was all about a relationship between a young boy, who is a big fan of Mean Joe Green, and Mr. Mean Joe Green. All three of these commercials had some kind of story that was based off of a relationship.
The Chevrolet commercial was based on a common ritual of any young teenager, which is going to prom. The whole story is leading up to the son being able to take this pretty girl to prom in the hot new Impala. The family represents the “white-picket fence” family from back in the day. A white-picket fence family has a father, mother, an older son and a younger daughter which was that exact image in the commercial. In the middle of the commercial it showed the Impala but in the background there was a white-picked fence. Here the fence symbolized the family being that “perfect” family living the American dream. Along with that, there were different relationships that were being displayed between the son and family members and the father and family members throughout the commercial. In the beginning of the commercial it showed the son and mother hugging, a sign for him saying that he wants her love and guidance. He also gave the father a handshake, which was a symbol for him saying that he wanted his father’s approval. Chevrolet was trying to connect people’s personal lives and special moments to its commercial in order to attract these customers and make them want their product.
Unlike Chevrolet’s commercial which represented a family relationship, Levi’s commercial depicted a relationship between a boyfriend and a girlfriend. The company making this commercial made the picture black and white to represent that it took place between the 1950’s and the 1960’s. The symbol of the nice car that the young man was driving and the Levi Jeans that the young man was wearing were targeted the working class men. This represented rituals displayed by everyday people like driving and shopping. The purchase of condoms symbolized that the Levi Jeans had a perfect little pocket to fit the case of condoms. There were also three condoms in the case, symbolizing “the third time is a charm.” Towards the end of the commercial there was the young man pulling up to a house where a pretty young lady was standing on the balcony. She was a symbol for teenage love. The company created a little twist to the story, as the young man approached the front door the cashier who sold him the condoms was that girl’s father. Although he was kind to and smiled at the young man at the store, he now felt a different way about him because he knew what his intentions were. This commercial takes a different approach by relating to fathers and also young teens. The symbol behind the entire story is that a young man can get laid if he wears Levi Jeans. Again the company relied on the relationships between people to sell its product.
The Coca-Cola commercial displayed a relationship as well much like Levi’s commercial, but this commercial was between a young fans and Mean Joe the football player. It took place at a football stadium during a game, which almost everyone loves and is a common ritual that more people can relate to. It started off with Mean Joe limping back to the locker room in a bad mood. This symbolized behind an angry player due to being injured and not able to play in the game. The ritual of playing football is extremely important to professional players. Next a young boy, who symbolized a fan of a professional player, tried to make the player’s day better and bring a smile to his face. At first, Mean Joe wanted nothing to do with the young boy, but once he showed the value of him sharing his Coca-Cola Mean Joe turned around and was filled with joy taking the Coca-Cola. In order for Mean Joe to show his appreciation for the young boy he gave him his jersey. This showed that his mood changed drastically from just that young boy sharing his Coca-Cola. The company of this commercial took a different approach of advertising its product through a well know and valued ritual of attending a football game and having the experience of talking to a professional player.
When looking at the three commercials I was able to determine that they all had very few things in common. The one ritual that stood out the most in all the commercials was that they all were based of off some kind of relationship. They also had many difference between them. The Chevrolet commercial targeted not only the younger generations but also older generations. It showed the baseline of a perfect family and represented challenges that families face. On the other hand the Levi’s commercial targeted the younger generations by focusing on the relationship between young teenagers. Coca-Cola’s commercial with Mean Joe represented a young fan idolizing a professional football player. Although they all had to do with relationships, they were different types of relationships and all took different approaches on adverting to different generations.
Symbols | Rituals/Artifacts | Values | |
Apple |
Number on barracks in the holocaust
Forced order and synchronized.
Surveillance of the men marching
She’s different from the other and is the stronger one of the bunch, ready to make change.
Could be harmful gasses in the air.
He looks studious wearing glasses and is portrayed as a leader.
His voice seems more electronic, kind of like a robot
She’s a rebel and the men are trying to stop her from causing a disaster.
The masks protect them from being injured as well as harmful gasses.
Trying to get rid of the leader
Apples trademark, reminds me of a teacher and food.
Introduction of the Macintosh Computer |
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Also, strive for change
Also, protection
Also, revolution
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General Electric |
Hot, sweaty, pushing in pain
Delivers newborn and gives the “new life” to the parents.
Exchanging smiles with excitement and relief at each other.
Her precious cargo
Mother looks worried, kind of concerned. She can tell he is “special.”
Not a baby anymore, he turns the toy on by his “beep”
Sitting on the couch, kicking it back, relaxing. (Like father, like son)
Fathers’ drinking out of a can and the little boy is drinking from a sippy cup because he spills.
He puts on cartoons, something more interesting to him.
Communication
Seems like he likes to ”mess” with his dad by changing the channel.
Not little anymore he’s growing up.
Playing copycat ralph trying to determine his disability
He response to therapist in an electronic sounding beep
Going somewhere but is stuck in traffic
American heritage
Makes mother happier and less stressed
A normal child enjoying the outside, but also turning on sprinklers with his beeps while passing each one
Normal adult morning starts at 6:00am
Turns off alarm without even touching it. His beep works on anything electronic.
Teaching students important information
Teacher can’t seem to turn projector on so little boy helps her out by beeping.
Thought it was funny, gossiping
He thinks she’s cute and wants to impress her.
Try’s to get the girls attention by giving her something sweet
Him showing her it was him
He’s independent; he can get home by himself.
Late in the day
In a day dream, he’s thinking hard and deeply
The trees and leaves blowing in the wind
Its dark ad the middle of the night but he seems curious
Wondering what’s going on
Bad storm, wet ground, extra windy, lights out
Bring joy to the town and giving them power back
Power back and running thanks to the little boy
Father thinking how awesome his child is
Releases important information
Thanking him for his help and telling the world about him
Breakfast time, people read news usually during breakfast
Little boy fixes it to help people with health problems and exams
He is a team member because of his skill
Process of getting people their everyday needs
Faster way of transporting
Mountains on one side, water on the other, in the middle of nowhere
Might be in Mexico or Spain
His beep is changing the world and making electronics better
Not a sippy cup a sign of him being older
In another foreign country, helping people all around the world.
Showing the world his face
Viewing the scenery and detecting electronic problems
Power of the beep
He made everything organized and synchronized
Helping other internationally
Showing progress
Looking at perspective on the earth
Quality time with someone special
The look of happiness
The power of the beep to make it romantic
Wishing and dreaming
She respects what he did
First time he actually speaks
Both know what each other are thinking
If you know how electronics work well, you too could change the world.
Their trademark, how their recognized |
Also, reproduction
Also, Being late/not on time
Also, sleeping
Also, thinking of others.
Also, using electronics
Also, hydration
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Also, joy
Also, love
Also, sympathy
Also, caring
Also, connection
Also, Development
Also, innovation
Also, leadership
Also, activeness
Also, economy
Also, involvement
Also, passionate
Also, Love and respect
Also, innovation
|
Chevrolet |
Mother and Son love
Father, Mother, Son & a Daughter
Shows he wants his approval
Acknowledgment
Gets it from the little sister
Simple & goes along with what is happening in the video
Beat up and ran down
Wearing a tux and not a happy face
Know what each other are thinking, it’s like they he mental telepathy.
Kind of look that says sorry if you don’t like it but I have the final say.
Meaning other parents do it so why not its happened before and going to happen a thousand more times.
New hot ride, better then the old beat up car.
Perfect family living the “American Dream”
A look upset and is thinking and wish about driving the Impala.
Thinking
Clenched lips and shakes his head like “no I would never”
Right before he looks up at the Impala again
Kind of looking for an answer
Showing them that he is going to let him take the car
Finally saying yes
So happy he is going to be the hottest guy there
The daughter perks her lips up for a kiss and he kisses her on the check.
Shows their affection
Looking at corsage
Showing the nervous happy new couple
Their trademark
Couple in the hot car Pull up to the building
Goes to his dates side and opens her door helping her out.
Shows they are attending prom or a formal dance
Shows someone cares and she is taken
Promoting a good time
Car dealership |
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Also, power
Also, luxurious
Also, brand awareness
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Coca-Cola |
Got hurt from the game and playing hard.
Fans watching the game
Shows he out of the dame, done playing
Calling Mr. Green, trying to get his attention.
He doesn’t seem too happy and might be a little annoyed.
Shows Mr. Green he notices’ he’s hurt and wants to make him feel better.
Seems like he doesn’t want to be bothered.
stutters because he is excited but nervous.
Its like he just wants this kid to leave him alone, he doesn’t believe him.
He shares his Coke; everyone loves Coke.
Doesn’t want to take the little boys coke.
Really wants to share it with him.
Has a smile on his face, showing he appreciates the little boys offer.
Starts once he accepts the soda. It is upbeat and is a happy song, makes you happy.
Accepting the Coke
He's happy he took the Coke but doesn’t seem fully satisfied.
Thanking him for the Coke
Mr. Green isn’t so mean after all
Coke makes you happy and puts a smile on your face. |
Also, going to a sports game
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Also, unity
Also, generous
Also, passionate
Also, happiness
|
Levi |
Techno beat
Car pulling out of the barn
Long road, car on his left and right
Cluster of houses together-more run down
Man drives very slow over tracks as train is approaching
People that live around him doing everyday things
Carries the communities necessities
It’s like a quickie mart
Wear old run down Levi Jeans
See silhouette of his head
Checking out to see who’s in there
Seems like everyone’s staring at him
Needs the cashier mans assistance to purchase something
Gets all jumbled and crazy
Takes her child away like he is a freak
Needs protection for the night
3 condoms-“third times the charm”
Looks mad, pulls her daughter away from man like he’s contagious
Smiling hard at man
The perfect pocket
Saying have a good night, “wink, wink”
Trees along both side automatically get pitch black
Warning there is a train ahead
Going fast smoke pouring out of the sides
The model of that train
It’s dark and at night, very hard to see
Makes you think what your driving into
Beautiful young lady on the balcony waiting for him
It’s like it is a secret, they can’t be seen
Thinking “you have to be kidding me”
He was the man who bought the condoms from him earlier
More of a younger man rather a man
Trying to control her
Doesn’t care what her dad says, she’s going to do as she please.
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from harm
to others
Making sly remarks
Track
meet people
about rules
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children
Also, safe sex
Also, beauty
Also, beauty
Also, discovery
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