Most businesses have used advertising as a way of catching the attention in the greater market. The adverts are created in a way that they will attract the viewers. To make an ad effective, the language, the images, and the message have to be familiar to the target audience. The advertisement has evolved, and currently, it has to be according to contemporary American culture. Due to the evolution of media systems, the adverts are required to have a message or images that can be viewed by every person, not only the target market, considering that almost everyone can now access the internet. The company advertising has to ensure that they sell their product and ensuring that the cultural value of the business is maintained. The following work will show the similarities and differences of several adverts and in contemporary American society.
Similarities
The four adverts have been used as discourses which construct a world through social and cultural aspects; shows factors such as contradictions, suppressing injustices, inequalities, and disguise and promoting relationships and a normative world. Jack Daniels patriotic is an advert of alcohol which is brewed by the cowboys, presenting the culture of these individuals. The slogan being used is the American spirit, a social factor which unites the Americans people. The beer creates a closer relationship by uniting the Americans who use it. Culture is illustrated by factors such as designing and creating the greatest things. The spirit of creating things, American culture is described.
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The American culture and the factors that unite the Americans are shown by the Chrysler advert. It is a car advert, which is targeting the Americans, not a particular social class, showing a normative vision. The car and other American products are considered luxuries, as Eminem indicates that the hardest fire makes the hardest teal, good leadership and great labor but by the citizens. These factors are creating a relationship between the Americans, indicating that it is who they are. The cultural and American social world is created of luxuries good, all made through hard work. It is hard to understand the American culture as it is not written in the paper.
The Coca-Cola commercial is showing the society culturally and socially. There are different illustrations from people in different backgrounds, cowboy, dances, people having fun, the environment, people swimming. All these activities are being carried out by people from differing backgrounds. It is an indication that the beauty of America is beyond measures and it is made up of varying races. The background song is in a different language, showing that the American society embraces and appreciates people from different places. The commercial is helping in suppressing inequalities, and injustices as the different races featured in the advert appear happy in the nation.
The America (Go Forth) Commercial is showing the celebrations of the American independent day. The commercial suppresses inequalities, injustices, and contradictions, where Americans, despite their social, economic, age or education status celebrate together the independent day. The ad shows the social and cultural world of America, where the forth is a day for every American, despite all the odds that exist in the society. Since Independence Day, the American society celebrates the forth as part of their culture. During that day, America is being referred to as the center of equal daughters and sons, and every person comes out to celebrate freedom.
Differences
The adverts differ on the purpose why they were made through the target market is the same as it is all directed to the American citizens. The Coca-Cola advert is marketing the soft drink to different races found in America. The America (Go Forth) Commercial is a freedom day advertisement, showing the way the Americans celebrate their independence day. The Chrysler advertisement is marketing a car that is imported from Detroit and showing how it has been made luxurious, just other items made in the nation. The commercial on Jack Daniels patriotic is an advertisement of alcohol, and though it is targeting the Americans, it is mainly for the individuals who take alcohol. It is clear that an advert is usually made for a specific group of people and as seen from the adverts, a specific language has to be used for that audience.
The ideologies of the ads are different. The four commercials are from different areas of life. The Jack Daniels patriotic advert is promoting the social life of the Americans. Some individuals believe in taking alcohol and to get the positive attitude towards consuming Jack Daniels; they are convinced of how it is produced in a rich way. The Chrysler commercial is for transport purposes and considering that the car is termed as luxurious, it may be targeting the upper-class Americans, who appreciate luxurious products. The America (Go Forth) Commercial targets all Americans, showing them how the Independence Day should be celebrated and by all individuals. Go forth encourages all Americans to celebrate their freedom. The Coca-Cola commercial is for a soft drink, and it is dedicated to all Americans as any of them can use the drink.
The America (Go Forth) Commercial is privileged in comparison to all the others. It is a national advert which shows the importance of all people coming together to celebrate the day America gained its independence. It means the commercial is sharing the same belief though the attitude may be different since not all Americans have enjoyed the freedom due to racial discrimination. The other commercials are personal which means they may not even get the privilege of being aired all the time. The values are different, as the America (Go Forth) Commercial creates the togetherness value, while the Chrysler advert is for luxurious cars. The Jack Daniels patriotic and Coca-Cola have the same values of advertising beverages. The difference is that Coca-Cola is a soft drink and can be consumed by any American, while Jack Daniels is an alcoholic and can be taken by only the alcoholic individuals.
Conclusion
The commercials analyzed above shows that language is important in delivering a message. When the advert is being made, it is first necessary to understand the target audience. It will help develop the best approach, such as images that should be used to attract them. It is essential to ensure that the values and beliefs associated with the product are maintained it is necessary to make sure that brand image is kept. In contemporary society, it is required to remember that the media has evolved and best adverts will meet the marketing demands.
