The Anthropology of Food: Consuming Passions - Essay Example

Within this food consumption habits, the impact of desires cannot be ruled out, which reflect an intensity of human intention towards a particular activity whether be it social interaction or a food or beer consuming party among youth. Within this context, Fischer and Benson (2006) contend that what people want, or what matters to them, is not neutral or neutral (p.12). Additionally, Grossberg (1992) asserts that the pull of desiring pushes people mostly in such ways that remain unquestioned, taking up stakes in activities that compel them; and the main reason for this compulsion is the embodiment of moral, economic or symbolic values in the activities.

Furthermore, controlling processes or political-cum-economic structures align to facilitate the transition from desiring generally to particular desires (Fischer and Benson 2006, p.12); and, these desires have further augmented by the ever growing impacts of global media. Nowadays, images and messages via local and global media perform at the level of imagination and desire to mould and construct modern lifestyle changes and possibilities along with cravings for modern, consumption-based life structure (Wildermuth & Dalsgaard, 2006).

Regardless of their socio-economic backgrounds, young people are watching films, television and different music videos, which shows them to “ experience events, observe others and, in general, learn about worlds, both imaginary and real extending well beyond the domain of their everyday lives’ (Thompson, 1995, p.180). Within that context, recent critical theories relating to media, globalization and youth culture have highlighted the ideological character of the modern lifestyle visible through the media (Wildermuth & Dalsgaard, 2006,p. 10). The cultural imperialism context, within a particular culture, considers the powerful force of mass mediated communication as a tool to marketise and ensure attaining the commercial interests, as argued by Norbert Wildermuth and Anne Line Dalsgaard.

In the subsequent part of this paper, the researcher intends to provide a description on Tiger Beer TV advertisement, and it is followed by the argumentative paragraphs, supported by the content analysis of the advertisement. Tiger Beer Television Advertisement: Description The commercial starts with two individuals sitting in a large room. When the two individuals hit each other’s beer bottles; they become four in number. Thereby, four individuals become eight and so on. In this way, the entire room becomes filled with the many individuals.

Almost, all of the individuals in the advertisement are the young people; they look in the 20s or 30s. Most of them are wearing casual dresses. Before the end of the commercial, the individuals drink “Tiger beer” individually and finally; one individual receives the attention of other individuals, asking them to drink the beer collectively in a joyful way. Additionally, most of the individuals have facial expressions resembling to the Chinese. As a result, the advertisement ends with the slogan- “CELEBRATE TOGETHERNESS WITH TIGER.

” Analysis of the Advertisement The advertisement tries to connect three angles. First, the advertisement focuses on the age, which is reflected by the depiction of younger people in the advertisem