From a *bundle of joy’s perspective

A group of things or quantity of material tied or wrapped up together

 TWO commercials have pricked my interest lately. The Cadbury chocolate commercial, by Oglivy & Mother, wherein triplets in their mommy’s womb sing about joy and the Telkom’s commercial, by DDB South Africa, wherein three babies are listening to an account of a fourth baby’s experience in his mother’s womb. By the time of the development of the present article there was a proliferation of commercials featuring babies which expands the baby as a prominent element or device within the architecture of an advertisement to help establish a product’s communication with the consumer. It is noteworthy to observe, as far as the settings in these two commercials are concerned; that while the Cadbury’s bulk content is delivered within the womb that of Telkom is delivered outside of the womb. Whether Telkom’s commercial was a response to that of Cadbury’s is another textual outing wherein we will have to probe the deeper genesis of conception of these two works, a pursuit similar to that of the chicken and egg question as to which came first. A task that could lead us nowhere in the face of scarce resources to could enable us to fathom succinctly the genesis of the two works, or in the face of abundance of resources we might just end up writing a long drawn thesis which, though enticing, is not necessarily our intentions.

(more…)

Hierarchical specifications in Fish Eagle advertisement (revised edit)

The recent Fish Eagle advert deserves to be dissected into its respective constituencies in order to appreciate how it naturalizes the product it is about. From its quite opening right up to the moment when the eagle swoop down to take its prey, the advertisement is a well orchestrated campaign for selling brandy through connoting the brandy with supremacy as far as status is concerned. That status is hierarchically specified such that we have an effect mirroring the food chain pyramid.

At its opening the advert shows a lotus¹ flower opening after a dew drop falls within its bud, propelling the petals to open slowly, we may assume, at the encouragement of the nourishing dew. At the background soft key notes from a piano can be discerned amidst the quite and serene mood of the environment within which this drama of survival of the fittest unfolds.

(more…)