An Analysis of the Stubbies Advertisement by Coca-Cola Essay Example for Free

An Analysis of the Stubbies Advertisement by Coca-Cola Essay The 2005 ‘Stubbies† advertisement by Coke-Cola owned soft drink company Lemon and Paeroa (LP) is constructed in such manner to produce ‘New Zealand’ within it text. The advertisement has been produced with particular attention and reference to New Zealand and New Zealanders, subjugating a sense of nationalism among viewers. This essay analyses and explains how LP creates and fosters a sense of national identity among viewers through elements of; nationalism, banal nationalism, and symbolism. The 1970s styled advertisement for LP was created by the production company Sliversceen Auckland. The storyline shows a formally dressed suited male entering a tailor shop and becoming acquainted with the casual clothing item of ‘stubbies’ shorts (Vist4ads 2005). These are an iconic clothing item associated with rural New Zealand and are coupled with values such as practicality and comfort. A range of men are then shown in variety of situations depicting the versatility of the stubbies shorts. Although a great deal of focus is given to the stubbies shorts, the item being advertised is the soft drink LP. It is drunk throughout the commercial, and the advertisement suggests that both stubbies shorts and LP are essential items of iconic ‘kiwi’ culture. This is reinforced through catchphrase ‘You were there and so was LP.’ The use of personal pro-noun ‘You’ connects and involves the audience with advertisement through the nationalistic branding technique of ‘co-creation (ZALA VOLCIC and MARK ANDREJEVIC 2011).’The reliance as brand placed upon consumers to build and disseminate the brands identity. The brand LP has constructed their advertisement in a particular way which leaves a reliance on consumers to reflect, build and distribute brand identity of being an iconic ‘kiwi’ favourite soft drink through drawing on their proud heritage and positive pastimes which make up New Zealand identity and culture. The consciousness of a space as a nation requires a level of imagination: a sense of people affiliating to the same state who negotiate and construct meanings. The definition of a nation requires a construction of representation of an image (Bell 1996). LP strives to be an iconic image which in turn encapsulates the embodiment of what it means to part of the nation of New Zealand. Media scholar Claudia Bell states that the building of a nation is not all natural, rather facilitated through socialisation mechanisms that guide us a citizens (Bell 1996). The advertisement aims to guide viewers to reflect on time when men wore ‘stubbies’ and ‘everyone just left their keys in the car anyway’. The portrayal by LP of these events is suggestive that these were ‘the good times’ for New Zealanders. The viewing population of New Zealand absorbs these values, reflections and associations with LP as assumptions of identity, which are unconscious taken on board. The connective association with LP and New Zealand national identity is an is an implicit marketing tool by Cola-Cola in order the present LP as New Zealand ’s drink of choice and a natural feature of a nation as summarized through the slogan â€Å"world famous in New Zealand since ages ago.† This reminds the viewer that a nation can only be formed through history which makes us unique as a nation. Production and construction of ‘New Zealand’ in the advertisement occurs through the advertising construction and production of banal nationalism. Banal nationalism is a concept founded by Michael billig which argues that the consistent reference to the everyday representations of the nation conceptually forms expressions of nationalism such as forming an imagined sense of national solidarity and belonging among those united in a national sense. Billing claims that everyday expressions of nationalism can be as important and reactivate as the representational flag-waving of nations. (PRIDEAUX 2009) Banal nationalism is repeated throughout the LP advertisement in a variety of ways. Firstly the sense of implied unity through the advertisements plotlines desires to be ‘our’ story and a snapshot of everyday New Zealand in the summer time of the 1970s. This is achieved through the voice-over language and popular expressions throughput the advertisement such as the colloquiums â€Å"back in the day† and ‘Kiwi’s.’ The casualness of the phrases projects a sense of understanding and unity among the New Zealand audience. The LP drinking New Zealanders shown the advertisement embody characters which are portrayed as typical ‘Kiwis’ in 1970s such as the small Maori boy with a large afro hairstyle posed next to his bike and the characteristic rural New Zealand bloke complete with singlet, jandals, and a mullet. Banal nationalism also occurs through the advertisement portrayal of typical New Zealand scenes which are familiar with such as the dairy, the rural country side, and a summer barbeque. These are relatable settings to almost any New Zealander and enables personal reflection. The symbols of banal nationalism symbols are most effective because of their constant repetition, and almost subliminal nature, therefore a very powerful marketing and advertising tool. The production of ‘New Zealand’ occurs in the LP advertisement through the placement of a range of symbols which are an attempt to reference and embody New Zealand as a nation. The repeated image of the kiwi bird along the window in scene when a stubbies clad male is impressing a pretty girl is not a coincidence. The kiwi bird is the product of New Zealand and being used to repeatedly remind viewers of their place in the nation, a process Michael billing describes as being ‘flagged,’ a term coined by nations overuse flying nation flags. The kiwi is iconic since the bird is native to New Zealand. The advertisement also couples the kiwi with other iconic symbols associated with New Zealand and national pride such jandals, and the act of a large summer barbeque which are symbolic of deeper meanings to the New Zealander such as relaxation and family. New Zealand indigenous symbols such as the kiwi bird that are distinctively New Zealand are particular important in the production of nationalism within advertisement simply as they are not British. Historically New Zealand derived symbols of national identity from the motherland such as Britannia (Bell 1996). The kiwi build nationality as it is naturally occurring and guides New Zealanders as citizens. Symbols are closely interlinked with national identity as they draw associations among viewers. The production of national symbols like the kiwi into this advertisement that is selling bottled soft drink is not random, rather an attempt to associate the idealised images associated with the symbol and merge with the marketed product o f LP. The advertisers wish to make LP symbolic and iconic and to naturally compel viewers to place LP into their symbolic category of what embodies New Zealand as a nation and what it is to be a New Zealander. New Zealand is multicultural nation and this has been understood by the advertiser by portraying a range of different New Zealander within the thirty second video clip. This is most effectively portrayed in the end scene of summer barbeque. The barbeque is made up both Pakeha and Maori attendees who seen chatting, relaxing, and drinking LP. The use of people who literally look like they are New Zealanders localises the advertisement for effective absorption of values. Although New Zealand has many cultural issues such as regular Treaty of Waitangi disputes, these are brushed aside and New Zealand mixed culture is produced and perceived as positive. Although LP is part of a global multinational company Coke-Cola this is ignored and the advertisement is produced with a distinct New Zea land feel leading consumers to believe the drink is of local origin, in particular the small town of Paeora which the drink shares its name. The advertiser claim ‘world famous in New Zealand’ also slants towards the projection the soft drink is locally produced and therefore competes on a level international soft drinks cannot. (Bell 1996). A key component of nationalism is an understanding of history and the intermingled of both of New Zealand major ethnic races pays homage to New Zealand colonial past and assimilating cultures. LP understands that the world is rapidly changing and globalisation is rapidly expanding and increasing the dominance of transnational marketplace therefore produced affirmation of ‘New Zealand† and nationalism with their stubbies advertisement to showcase and assert distinctiveness of the nation’s unique local, regional, and national identity (Bell 1996). â€Å"Any nation’s existence relies on some sense of loyalty to that nation, on patriotic sentiment, on awareness of nationalism. A sense of shared purpose, a pride in a place, acknowledgment of national success. All these combine in a sense of belonging (Bell 1996)†. Michael Billing noted that Billing noted that every day we are reminded that we belong to a nation through routine occurrences including using passports, the language of political speakers, the media and academia (Billing 1995 ). However through examination it has become apparent that nationalism has become a tool by advertisers to foster nationalist feelings to their audience. The advertisement establishes and produces New Zealand as a nation and then reproduces and represents New Zealand as an LP loving nation. In advertising, the power of recognition is manipulated for economic ends. The ‘stubbies’ advertisement shows an idealised version of New Zealand is order to create a collective inter est in the product. Bibliography Bell, Claudia. Inventing NZ: Everyday Myths of Pakeha Identity. Auckland: Penguin Books, 1996. Billig, Michael. Banal Nationlism . London : Sage Publishing , 1995 . PRIDEAUX, JILLIAN. Consuming icons: nationalism and advertising in Australia. Nations and Nationlism (School of Political Science and International Studies, The University of Queensland) 15, no. 4 (2009): 616–635. Vist4ads. LP stubbies. 2005. http://www.visit4ads.com/details.cfm?adid=20954 (accessed 08 2, 2013). ZALA VOLCIC and MARK ANDREJEVIC. Nation Branding in the Era of Commercial Nationalism. International Journal of Communication 5, 2011: 598–618.

Effects of Television Violence on Children and Teenagers :: essays research papers fc

Effects of Television Violence on Children and Teenagers Does violence on television have a negative effect on children and teenagers? The violence shown on television has a surprisingly negative effect. Television violence causes children and teenagers to become less caring, to lose their inhibitions, to become less sensitive, and also may cause violent and aggressive behavior. Television violence causes children and teenagers to be less caring, to lose their inhibitions, and to be less sensitive. In a study on the connection between violence and television done with 1,565 teenage boys over a six-year period in London, William Belson, a British psychologist, found that every time a child saw someone being shot or killed on television they became less caring towards other people (Kinnear 26). William Belson also discovered that every time a child viewed this violence on television, they lost a fragment of their inhibitions towards others (Kinnear 26). In addition to William Belson’s study, studies done by many scientists and doctors show that seeing violence on television causes viewers to become less sensitive to the pain of others (Mudore 1). Furthermore, television violence causes aggressive behavior in children. Many people believe that children who watch violent television programs exhibit more aggressive behavior than that exhibited by children who do not (Kinnear 23). According to the results of many studies and reports, violence on television can lead to aggressive behavior in children (Langone 50). Also, when television was introduced into a community of children for the first time, researchers observed a rise in the level of physical and verbal aggression among these children (Langone 51). The more television violence viewed by a child, the more aggressive the child is (â€Å"Children† 1). Television violence is also a cause of both violent and aggressive behavior in teenage boys. According to the evidence in a study done by Turner, Hesse, and Peterson-Lewis, it was concluded that watching television violence had a long-term increase in aggression in boys (Hough 1). In addition to this study, Dr. William A. Belson evaluated fifteen hundred boys, aged thirteen to sixteen years, and he determined that boys with heavy television exposure are more likely to commit violent acts than other boys (Langone 51). In Belson’s study, he discovered that the effect of each violent act on television was collective, and over time, Belson discovered that the boys engaged in many aggressive acts, including painting graffiti, breaking windows, aggressive play, swearing, and threatening other boys with violence (Kinnear 26).

Principle of Earth Science Essay

The three stages according from the oldest to the youngest formation are granite, basalt and lastly andesite formation. This will discuss about the formation, composition, type of intrusion and cooling history of each stages. The granite formation is the oldest stage since granite is formed usually beneath the crust about 1. 5 km up to 50 km depth. Primarily, granite is composed of silicon and alumina about 72. 04% and 14. 42%, respectively. The formation of granite occurs through extreme metasomatism. Through metasomatism, elements are brought out by fluids like potassium and calcium to convert the metamorphic rock to granite. According to Himanshu K. Sachan (1999), granite in the northern Himalaya starts its cooling history at 705 Â °C and continued up to 650 Â °C in the range of 1. 2–2. 8 kbar. The next stage is the basalt formation. Basalt is composed of magnesium oxide, calcium oxide and low amount of silicon, sodium oxide and potassium oxide. The formation of basalt occurs when there is a volcanic eruption either under or above the. Mostly the formation of basalt occurs underneath the sea. Through the introduction of water the magma hardens to form the basalt. Basalt forms between 50km up to 100 km depth within the mantle and 150 km up to 200 km for some high-alumina basalt. The next stage will be andesite. The youngest of the formation is the perpendicular andesite. After basalt, the most common volcanic rock would be he andesite. The main composition of andesite is silica about 57%. Andesite is formed either by frictional crystallization or magma mixing with felsic rhyolitic. Melting and assimilation of rock fragments by rising magma to the surface form andesite.

The Definition of Institutional Racism

The term institutional racism describes societal patterns and structures that impose oppressive or otherwise negative conditions on identifiable groups on the basis of race or ethnicity. Oppression may come from business, the government, the health care system, the schools, or the court, among other institutions.  This phenomenon may also be referred to as societal racism, institutionalized racism, or cultural racism. Institutional racism shouldnt be confused with individual racism, which is directed against one or a few individuals. It has the potential of negatively affecting people on a large scale, such as if a school refused to accept any African Americans on the basis of color.   The History of Institutional Racism   The term institutional racism  was coined at some point during the late 1960s  by Stokely Carmichael, who would  later become known as Kwame Ture.  Carmichael felt that it was important to distinguish personal bias, which has specific effects and can be identified and corrected relatively easily, with institutional bias, which is generally long-term and grounded more in inertia than in intent. Carmichael made this distinction because, like Martin Luther King Jr., he had grown tired of white moderates and uncommitted liberals who felt that the primary or sole purpose of the civil rights movement was white personal transformation. Carmichaels primary concern—and the primary concern of most civil rights leaders at the time—was societal transformation, a much more ambitious goal. Contemporary Relevance   Institutional racism in the United States  results from the social caste system that sustained—and was sustained by—slavery and racial segregation. Although the laws that enforced this caste system are no longer in place, its basic structure still stands to this day. This structure may gradually fall apart on its own over a period of generations, but activism is often  necessary to expedite the process and provide for a more equitable society in the interim. Examples of Institutional Racism   Opposing public school funding is not necessarily an act of individual racism. One can certainly oppose public school funding for valid, non-racist reasons. But to the extent that opposing public school funding has a disproportionate and detrimental effect on minority youth, it furthers the agenda of institutional racism.Many  other positions that are contrary to the civil rights agenda, such as  opposition to affirmative action, can also have the often unintended effect of sustaining institutional racism.Racial profiling occurs when any group is targeted for suspicion based on race, ethnic origin, or because they belong to another recognized protected class. The most well-known example of racial profiling involves law enforcement zeroing in on African-American males. Muslims have also been subjected to racial profiling after September 11, 2001, including anyone with a Middle Eastern appearance regardless of that individuals actual religious beliefs.   Looking to the Future   Various forms of activism have famously fought institutional racism over the years. Abolitionists and suffragettes are prime examples from the past. The Black Lives Matter movement was launched in the summer of 2013 after the 2012 death of 17-year-old Trayvon Martin and the subsequent acquittal of his shooter, which many felt were based on race.