blog




  • Essay / Authenticity In Advertising Essay - 1070

    According to Goldman and Papson in Authenticity in the Age of Poseur, "'popular culture' offers a comforting mythology opposed to the cold, impersonal, and relentlessly deterministic forces of market-government relations." " (Goldman and Papson, 148). This can be understood as since mass produced products that all look the same actually have no authenticity, the authenticity that people recognize is that created by the advertising itself .The authenticity of these mass-produced products meets consumer preferences For example, Coca Cola's new Turkish version of "Why This Kolaveri Di". Turkish dances and dances All the lyrics in this advertisement are about coca cola This advertisement integrates these elements with coca cola, which sufficiently shows that coca cola is closely related to authentic Turkish culture and life. This advertisement shows the authenticity of popular culture by adding an exotic atmosphere to this advertisement. Coca Cola has its own authenticity, Coca Cola becomes lively and lively, it is no longer just a drink. The whole advertisement is full of passion and an absolutely positive life attitude. Nowadays people live under enormous pressure, they need something to relieve their pressure. It is this spirit that consumers today want Coca Cola to