Social Theorist, Postmodernist Jean Baudrillard And Modernist George Ritzer

1076 WordsMay 5, 20155 Pages
Commercials can give insight to the society in which they are marketed toward. Advertisers attempt to connect with their target group. This attempt can be a reflection of the society in which that market group lives. Although it can be argued whether we are in a modern or postmodern society, commercials can utilize aspects from both theories to market and advertise their products. I take a closer look at two commercials and examine how they would be interrupted by two distinct social theorist, postmodernist Jean Baudrillard and modernist George Ritzer. Chevron created a series of commercials where animated talking cars were portrayed as sentient talking beings. These commercials started airing around the time when Disney and Pixar were making the movie Cars in 2006. Chevron was aware of the marketing opportunity and produced commercials that were very similar to the concept of the movie. The commercial I am referencing, portrays an SUV taking on the persona of an outdoors enthusiast. The care is shown using emotion and being a sentient being. The nature of the commercial is multifaceted. It is intended to entertain the viewer while informing how techron gasoline from Chevron is beneficial for a car’s engine, this has the additional effect of creating a “need” for the product. It is easy to identify that the commercial was intended to be entertaining. It is whimsical and was different than other commercials for gas. The marketing does not tell the viewer to purchase their
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