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Consumer Behavior Symbols in Commercials

Essay by   •  September 21, 2015  •  Essay  •  3,751 Words (16 Pages)  •  1,141 Views

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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

  • 14:

Number on barracks in the holocaust

  • Men marching in single file:

Forced order and synchronized.

  • TV’s everywhere:

Surveillance of the men marching

  • Sexy lady running with hammer:

She’s different from the other and is the stronger one of the bunch, ready to make change.

  • Men with masks over their mouths:

Could be harmful gasses in the air.

  • Guy on the BIG screen:

He looks studious wearing glasses and is portrayed as a leader.

  • Leaders voice in background:

His voice seems more electronic, kind of like a robot

  • Men chasing lady with the hammer:

She’s a rebel and the men are trying to stop her from causing a disaster.

  • Men chasing lady have full mask on their entire heads:

The masks protect them from being injured as well as harmful gasses.

  • Lady swings hammer letting it crash into the BIG screen that the Leader was broadcasted on:

Trying to get rid of the leader

  • Rainbow apple with the bite taken out:

Apples trademark, reminds me of a teacher and food.

  • “You’ll see why 1984 won’t be like 1984”:

Introduction of the Macintosh Computer

  • Government organizations for protection, like the army.
  • Watching TV
  • Giving orders and demands, being in charge of the people.
  • Protecting the community
  • Police Men (SWOT Team)
  • Hate for the people in the building, disassociation.
  • Protection
  • Privacy
  • Ambition

Also, strive for change

  • Protection
  • Demand
  • Security
  • Reinforcement

Also, protection

  • Power

Also, revolution

  • Brand Awareness
  • Technology

General Electric

  • Woman pushing:

Hot, sweaty, pushing in pain

  • Doctor:

Delivers newborn and gives the “new life” to the parents.

  • Couple together:

Exchanging smiles with excitement and relief at each other.

  • Mother holding baby:

Her precious cargo

  • Baby “beeps”:

Mother looks worried, kind of concerned. She can tell he is “special.”

  • The nurse says, “he’s going to be fine, okay?”:
  • Mother and Father wake up to baby “beeping” on baby monitor: watching the baby making sure he is safe.
  • Little boy playing on he ground:

Not a baby anymore, he turns the toy on by his “beep”

  • Father and Son watching a football game:

Sitting on the couch, kicking it back, relaxing. (Like father, like son)

  • Both drinking something:

Fathers’ drinking out of a can and the little boy is drinking from a sippy cup because he spills.

  • Little boy points to TV, “beeps,” and changes the channel:

He puts on cartoons, something more interesting to him.

  • Father says, “put it back on the game.”:

Communication

  • Little boy puts the game back on:

Seems like he likes to ”mess” with his dad by changing the channel.

  • Young boy:

Not little anymore he’s growing up.

  • Speech therapist:

Playing copycat ralph trying to determine his disability

  • Young boy “beeps”:

He response to therapist in an electronic sounding beep

  • Mother and children in car:

Going somewhere but is stuck in traffic

  • Other little boy dressed as Benjamin Franklin:

American heritage

  • Little boy changes street lights from red to green:

Makes mother happier and less stressed

  • Little boy riding bicycle:

A normal child enjoying the outside, but also turning on sprinklers with his beeps while passing each one

  • Alarm goes off:

Normal adult morning starts at 6:00am

  • Little boy turns alarm off:

Turns off alarm without even touching it. His beep works on anything electronic.

  • Teacher:

Teaching students important information

  • Little boy turns projector on:

Teacher can’t seem to turn projector on so little boy helps her out by beeping.

  • Little girls giggling:

Thought it was funny, gossiping

  • Little boy and girl make eye contact and smile:

He thinks she’s cute and wants to impress her.

  • Little boy makes snack drop in the vending machine:

Try’s to get the girls attention by giving her something sweet

  • Little boy smiles and giggles:

Him showing her it was him

  • Little boy riding bike home:

He’s independent; he can get home by himself.

  • Darkness outside:

Late in the day

  • Little boy laying in bed staring out the window/power out:

In a day dream, he’s thinking hard and deeply

  • Shadows on little boys face and bed:

The trees and leaves blowing in the wind

  • Little boy in the middle of street with PJ’s:

Its dark ad the middle of the night but he seems curious

  • People in background holding flashlights:

Wondering what’s going on

  • Night/Darkness:

Bad storm, wet ground, extra windy, lights out

  • Little boy turns lights back on:

Bring joy to the town and giving them power back

  • City:

Power back and running thanks to the little boy

  • Little boy and father standing in the rain:

Father thinking how awesome his child is

  • Newscaster lady:

Releases important information

  • iPad with article of little boy:

Thanking him for his help and telling the world about him

  • Coffee and croissant on table:

Breakfast time, people read news usually during breakfast

  • Cat scanner is broken:

Little boy fixes it to help people with health problems and exams

  • Little boy walking with construction men:

He is a team member because of his skill

  • Containers on transfer station:

Process of getting people their everyday needs

  • Train:

Faster way of transporting

  • The scenery:

Mountains on one side, water on the other, in the middle of nowhere

  • Spanish sign on building:

Might be in Mexico or Spain

  • Background voice saying he can talk to machines:

His beep is changing the world and making electronics better

  • Little boy drinking from glass:

Not a sippy cup a sign of him being older

  • Little boy on French talk show:

In another foreign country, helping people all around the world.

  • Newspaper in background:

Showing the world his face

  • Looking out of window on plane:

Viewing the scenery and detecting electronic problems

  • Makes all delayed flights on time:

Power of the beep

  • Planes on track:

He made everything organized and synchronized

  • YouTube video of little boy in China:

Helping other internationally

  • Little boy in electric car with Asian workers:

Showing progress

  • The earth:

Looking at perspective on the earth

  • Little boy and girl laying on blanket:

Quality time with someone special

  • Little boy looks at girl:

The look of happiness

  • Little boy turns all lights off:

The power of the beep to make it romantic

  • Stars:

Wishing and dreaming

  • Little girl thanks him:

She respects what he did

  • Little boy replies, ”your welcome”:

First time he actually speaks

  • Little boy and girl look at each other:

Both know what each other are thinking

  • “When you speak the language of industry, the conversation can change the world”:

If you know how electronics work well, you too could change the world.

  • General Electric symbol:

Their trademark, how their recognized

  • Giving birth

Also, reproduction

  • Sharing Happiness
  • Bonding
  • Growing strong and healthy
  • Watching football/TV
  • Growing up
  • Watching TV
  • Joking around
  • Growing up
  • Growing up
  • Reaching out for help
  • Improving
  • Driving

Also, Being late/not on time

  • Representing someone or acting as someone in a play

  • Playing
  • Waking up
  • Turning alarm off

Also, sleeping

  • Going to school and learning
  • Helping others
  • Having conversations
  • Flirting  
  • Giving to others

Also, thinking of others.

  • Riding a bike
  • Sunset
  • Thinking and wondering
  • Helping others
  • When it is raining outside
  • Giving world news to everyone
  • Reading the news

Also, using electronics

  • Eating breakfast
  • Going to work
  • Transporting good or services
  • Growing up

Also, hydration

  • Going to a talk show

  • Making choices
  • Being positive and spending time with positive people
  • Doing things and being around others
  • Saying thank you
  • Talking to others
  • Buying brand name item
  • New life
  • Cheerfulness

Also, joy

  • Family

Also, love

  • Approval

Also, sympathy

  • Love

Also, caring

  • Growth
  • Tradition
  • Older and Younger

Also, connection

  • Change
  • Amusement
  • Growth

Also, Development

  • Improving

  • Technology
  • Patience
  • Knowledge

Also, innovation

  • Playfulness
  • Teaching

Also, leadership

  • Warm-heartedness
  • Thoughtfulness
  • Satisfaction
  • Ambition

Also, activeness

  • Control

Also, economy

  • Informational
  • Acknowledgment
  • Nutrition

 

  • Effectiveness

  • Insightful

Also, involvement

  • Transportation
  • Religions
  • Accomplishment
  • Entertainment
  • Fame
  • Gratitude
  • Success

Also, passionate

  • Peace
  • Relationship

Also, Love and respect

  • Acknowledgement
  • Thankfulness
  • Politeness
  • Comfort
  • Communication

Also, innovation

  • Brand awareness

Chevrolet

  • Mother and Son hugging:

Mother and Son love

  • Ideal Family:

Father, Mother, Son & a Daughter

  • Son gives Father a hand shake:

Shows he wants his approval

  • Son pats sister on the head:

Acknowledgment

  • Son forgets corsage:

Gets it from the little sister

  • Background music:

Simple & goes along with what is happening in the video

  • Old car:

Beat up and ran down

  • GO SLOW-MEN on side of the old car
  • Close up next to car:

Wearing a tux and not a happy face

  • Father and Mother giving each other a look:

Know what each other are thinking, it’s like they he mental telepathy.

  • Father then looking at Daughter:

Kind of look that says sorry if you don’t like it but I have the final say.

  • Background voice saying, “If it’s happened once, it’s happened a thousand time.”:

Meaning other parents do it so why not its happened before and going to happen a thousand more times.

  • Impala:

New hot ride, better then the old beat up car.

  • White picked fence behind car:

Perfect family living the “American Dream”

  • Son shaking head after looking at the Impala:

A look upset and is thinking and wish about driving the Impala.

  • Family looks over at Impala:

Thinking

  • Mother and Daughter looking at Father:
  • Giving him the look like “your not going to really do it.”
  • Fathers look:

Clenched lips and shakes his head like “no I would never”

  • Son get in car:

Right before he looks up at the Impala again

  • Mother and Daughter look up to Father again:

Kind of looking for an answer

  • Father smiles:

Showing them that he is going to let him take the car

  • Father pulls key out of his pocket:

Finally saying yes

  • Sons runs to the family:

So happy he is going to be the hottest guy there

  • Son quickly grabbing the key and giving a quick goodbye to his parents:

The daughter perks her lips up for a kiss and he kisses her on the check.

  • Family Hugs:

Shows their affection

  • Son gets into Impala
  • Son gets out of other side of the Impala
  • Sons forgets Corsage out in old car
  • Sons date sitting in the front seat:

Looking at corsage

  • Son and date exchange smiles:

Showing the nervous happy new couple

  • Show Impala symbol:

Their trademark

  • Driving down the road:

Couple in the hot car

Pull up to the building

  • Son gets out of the car:

Goes to his dates side and opens her door helping her out.

  • Date is wearing a dress:

Shows they are attending prom or a formal dance

  • Son goes back to corsage:

Shows someone cares and she is taken

  • Background voice says ”what a gal, what a night what a car.”:

Promoting a good time

  • Chevrolet Symbol:

Car dealership

  • Saying hello or goodbye

  • Beginning a “perfect” family
  • Saying hello or goodbye
  • Saying hello or goodbye
  • Attending Promo or a Dance
  • Get to take older car on date
  • Go slow: Parents warning child not to speed
  • Going to Prom
  • Parenting
  • Sibling rivalry
  •  Playing the “well he’s allowed” card
  • Examining something more and showing appreciation
  • Family discussions
  • Parenting
  • Smiling
  • Rushing
  • Saying hello or goodbye
  • Forgetting something
  • Picking up a date and driving somewhere.
  • Branding
  •  Driving
  • Practicing manners
  • Promo or formal dance and dressing up
  • Forgetting something
  • Having a good time
  • Buying a new car
  • Relationship, Family, Caring for someone
  • Family

 

  • Father

  • Sister

  • Being able to go to school and do extra school activities
  • Good parenting
  • Masculinity

Also, power

  • Vanity

         Also, luxurious

  • American Dream & Achievement

  • Appreciation
  • Discipline
  • Curiosity
  • Hope
  • Good news and excitement
  • Happiness
  • Excitement and Happiness
  • Brand Awareness
  • Style
  • Kindness
  • Beauty
  • Relationship

Also, brand awareness

  • Brand Awareness.

Coca-Cola

  • Football player limping:

Got hurt from the game and playing hard.

  • People in the background:

Fans watching the game

  • Jersey over Mr. Green shoulder:

Shows he out of the dame, done playing

  • Little boy following him in the background:

Calling Mr. Green, trying to get his attention.

  • Mr. Green turns around and says, “yeah”:

He doesn’t seem too happy and might be a little annoyed.

  • Little boy replies by asking him if he needs help:

Shows Mr. Green he notices’ he’s hurt and wants to make him feel better.

  • Mr. green says “no” then turns around fast:

Seems like he doesn’t want to be bothered.

  • Little boy telling Mr. green he’s the best ever:

stutters because he is excited but nervous.

  • Mr. Green replies, “yeah sure” in a smart tone:

Its like he just wants this kid to leave him alone, he doesn’t believe him.

  • Little boy offers his Coca-Cola to Mr. Green:

He shares his Coke; everyone loves Coke.

  • Mr. Green refuses:

Doesn’t want to take the little boys coke.

  • Little boy reinsures him that he can have the Coke:

Really wants to share it with him.

  • Mr. Green finally excepts the Coke:

Has a smile on his face, showing he appreciates the little boys offer.

  • Music in background:

Starts once he accepts the soda. It is upbeat and is a happy song, makes you happy.

  • Mr. Green says thanks and drinks the Coke:

Accepting the Coke

  • Little boys face expression, he sighs and says see you around:

He's happy he took the Coke but doesn’t seem fully satisfied.

  • Mr. Green throws little boy his jersey:

Thanking him for the Coke

  • Little Boy thanks Mr. Green:

Mr. Green isn’t so mean after all

  • “Have a Coke and a smile”:

Coke makes you happy and puts a smile on your face.

  • Playing football
  • Watching football

Also, going to a sports game

  • Starting a conversation
  • Ignoring someone
  • Meeting new people
  • Sharing with others
  • Rejecting an offer
  • Sharing with others
  • Smiling
  • Playing and listening to music
  • Drinking to stay hydrated
  • Giving away sports memorabilia
  • Respect

Also, unity

  • Being a fan

  • Sympathy
  • Role Model
  • Kindness

Also, generous

  • Rejection
  • Willingness

Also, passionate

  • Appreciation
  • Hydration
  • Respectful
  • Excitement

Also, happiness

  • Brand Awareness

Levi

  • Background music:

Techno beat

  • Dark Old Barn:

Car pulling out of the barn

  • Man’s perspective of driving down the road:

Long road, car on his left and right

  • Houses:

Cluster of houses together-more run down

  • Driving over railroad tracks:

Man drives very slow over tracks as train is approaching

  • Passing more houses, parked car and a person:

People that live around him doing everyday things

  • Train:

Carries the communities necessities

  • Approaches McKay General Store and parks in front:

It’s like a quickie mart

  • Man gets out of car:

Wear old run down Levi Jeans

  • Man walks up to window:

See silhouette of his head

  • Looking at people in the store:

Checking out to see who’s in there

  • Man walks into store passes people:

Seems like everyone’s staring at him

  • Goes up to cashier:

Needs the cashier mans assistance to purchase something

  • Music changes drastically:

Gets all jumbled and crazy

  • Mother stares at the man:

Takes her child away like he is a freak

  • Man receives latex condoms:

Needs protection for the night

  • Opens can of condoms:

3 condoms-“third times the charm”

  • Close up of Mother:

Looks mad, pulls her daughter away from man like he’s contagious

  • Close up of Mother daughter:

Smiling hard at man

  • Close up of him putting condoms in his Levi Jeans:

The perfect pocket

  • Cashier smiles and nods his head:

Saying have a good night, “wink, wink”

  • Another view of the Mother: Still doesn’t look happy, it’s like she’s aggregated
  • Glance over a young pretty lady
  • Mans car parked while train is passing in the background
  • Passing gas station:
  • Driving down the long road:

Trees along both side automatically get pitch black

  • Rail road sign:

Warning there is a train ahead

  • Close up of train and the wheels:

Going fast smoke pouring out of the sides

  • 500 on train:

The model of that train

  • Lady walking with dog and man working on his car:

It’s dark and at night, very hard to see

  • Warning sign on tree:

Makes you think what your driving into

  • Approaches white large house:

Beautiful young lady on the balcony waiting for him

  • Runs to the front door
  • Tucks condoms into his pocket:

It’s like it is a secret, they can’t be seen

  • Cashier from the store answers door:

Thinking “you have to be kidding me”

  • Flash back of being at the store:

He was the man who bought the condoms from him earlier

  • First time you see the mans face:

More of a younger man rather a man

  • Father tells daughter she can’t go out with him:

Trying to control her

  • Daughter leaves with man:

Doesn’t care what her dad says, she’s going to do as she please.

  • Close up on fathers face
  • “Watch pocket created in 1873. Abused ever since.”

  • Pulling out of the garage

  • Driving somewhere
  • Living in poverty
  • Taking chances
  • Going to the store
  • Wearing clothing
  • Judging people
  • Parenting
  • Buying necessities
  • Keeping child away

from harm

  • Smiling and being kind

to others

  • Communication and

Making sly remarks

  • Going for a long drive
  • Train running on a train

Track

  • Running
  • Awkward
  • Encountering recently

meet people

  • Arguing with parents

about rules

  • Disobeying parents

  • Being shocked
  • Poverty
  • Liveliness
  • Community
  • Transportation
  • Shopping
  • Materialization
  • Helpfulness
  • Protecting your

children

  • Protection

Also, safe sex

  • Disapproval

  • Acceptance
  • Connection
  • Young

Also, beauty

  • Speed
  • Rich

Also, beauty

  • Excitement
  • Awkwardness

Also, discovery

  • Curiosity
  • Brand awareness

...

...

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