We live in a world of advertisements. Magazines, newspapers, TV comerciales are full of messages to convince us that one idea or product is the best, so they can be sold. In the attempt to persuade us, some propaganda techniques are used. The fioravanti and coca cola comercials are examples of two differents brands of soda sold in Ecuador, using similar propagandas techniques such us : : testimonial, transfer, general glittering generalities
The comercials of these two products use testimonial technique, in which the fame of celebrities are used to make a product more atractive ( McClintock
N, 665). One one hand, Fioravanti, the national soda, uses Juan Fernando Velasco, because he is one of the most famous singers in our country and recently his new album "a contratiempo" has became very popular in southamerica. So, people could associate success to Fioravanty and probably drink it. On the other hand, Coke uses artist as Taylor Swift and Miley Cyrus, because they are famous american young singers ademired all over the world for many teeneagers, who do whatever to be like them. Due to the popularity of the celebritie makes the product atractive, this technique is very used.
The second thecnique used by these products in their comercials is glitering generalities, in which "advertisers surround their product with attractive and slyppery words and phrases" ( McClintock , 664). For example, the phrase most used by Fioravanti in its ads is: " Fioravanti, ecuadorian pride since 1978" . Altought "pride" is a word hard to define, it could be asociated with the fact that Fioravanti was one of the first sodas in America. So "ecuadorian pride" as a expression of nacionalism could be an important point when you decide what to drink. In turn, Coke has been always known for the phrases it uses to catch people atenttion. The most recent one used since 2009 until today is: "Coke open happiness". Even tought happiness...
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