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This paper will dissect two current commercials to demonstrate how manufacturers and marketing firms suggestively and creatively capitalize on the interconnected processes of language that humans use.
In this particular commercial the advertisers selected a highly acclaimed and celebrated professional athlete to endorse the product. The essence or aesthetic presentation is one of playfulness and light-heartedness using the game of golf as the medium of persuasion. The outdoors environment of the backdrop of the velvety, smooth grassy knolls of the golf course is suggestive of the smooth, enjoyable gliding ride of traveling and driving a Buick. The technique of using a “trap” is a creative lure of language associated with the sand traps when playing the game of golf and the hidden cameramen, but it is a subtly suggestive ploy of deflecting again to enticing the players into the game of buying a Buick.
The commercial is brilliant in that it playfully uses a game of golf as a means of introducing and displaying the amenities of the automobile’s design and features. Because of Tiger Woods’ boyish and attractive good looks viewers of the commercial make the association that by owning and driving the new Buick they in turn will project a similar image. The language, the backdrop of the golf course(s), lightness of the exchange between the actors in the commercial project and the unsuspecting participants represent a carefree and enjoyable image. The conveyance of a subconscious mental “trap” and the physical unconsciously convey to viewers that similar experiences await them as a result of owning the Buick Reiner SUV. Words that come to mind as a result of watching the commercial are: youthful, lightheartedness, fun, playful, beautiful, peaceful, happiness, refreshing, and attainable.
This commercial reached back into a time when a full length featured cartoon series was a novelty. The marketing firm
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