This week I chose to deconstruct an ad for water from the company Evian. I watched the commercial several times when making observations. The ad consisted of normal people walking down the street of a city and noticing their reflections on the side of a building. Their reflections were baby versions of themselves in which they reacted to with excitement. The producer’s message is trying to convince their consumers that their product preserves youth. Even though I enjoyed their comedic approach I was not convinced and the most important thing I took away from this observation is how businesses will try all types of methods to get their product to sell. Honest and not.
I can relate this experience to Networked Publics, “Value at the Edges” because I found my focused ad on YouTube; a participatory media culture. There are citizens/consumers that spend hours upon hours of everyday just browsing through YouTube videos. The internet started off as interaction between peer to peer, citizen to citizen and now it has transferred into producer to consumer. Value at the edges discussed producers using arts and medias to relate to consumers and their culture. Where I found this ad and what is in the ad is a perfect example of this.
I have posted the link to the ad for your enjoyment purposes.
Evian "Baby&Me" Ad
See, what I took away from the commercial was not just that Evian will preserve youth (any doctor and dermatologist will tell you that water helps skin look bright and youthful). Rather, what the ad was conveying was that to get through the day, adults should remain pure and do something that makes them feel youthful. By having everyone dance at the end in a row, and then showing the water bottle, it is implying to the viewer that after everyone danced on the street they then grabbed Evian and retained the youthful energy.
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