Ideologies are created through the daily inadvertent decisions we make, those quick choices we make that say more about us and the society we live in than the time it took to make the decision.
Advertising captures the essence of the culture we live in by feeding off our beliefs, values, weaknesses, insecurities, and desires hoping we’ll succumb to whatever they’re selling. In this case the advertisement is for Jose Cuervo tequila and what they’re selling is a bottle of booze accompanied by a good time. The ad shows two young adults in a provacative position, they’re likely on vacation, they’ve been drinking Jose Cuervo, and they’re having a good time. The caption to the ad reads: “Pursue your daydreams”; which causes one to assume that with a bottle of Jose Cuervo even your wildest dreams are obtainable. Although, this ad holds some truth that Jose Cuervo can enhance a good time there is a grim reality behind this “happy-go-lucky” ideology.
In order to see through the smoke you have to look beyond the surface and analyze what the ad is discreetly symbolizing. This ad is one of many kinds of products targeting us. Which is why it’s crucial to the consumer to be on guard and conscious of what information we absorb and the meaning of the products we buy into. “Advertising has been criticized for playing on human emotions, exploiting anxieties and achievement drives, and exalting materialistic virtues” (MacBride 154); in summary the advertisement industry takes advantage of the consumer in any way possible. Although, the evils of the advertisement industry should be considered common sense most of society feeds into the hidden ideologies inherent in advertisements.
The harsh truth behind this advertisement is that a bottle of Jose is more than likely not going to be the gateway to your dreams. Too many shots might land you a hottie but do you really want the alcohol to be the reason why? Heavy alcohol is not to be taken lightly, this ad is selling courage in a bottle; courage to make irresponsible decisions. People too often times forget that these decisions hold consequences that will still be there in the morning. In order to see through the smoke you have to look beyond the surface and analyze what the ad is discreetly symbolizing. This ad is one of many kinds of products targeting us. Which is why it’s crucial to the consumer to be on guard and conscious of what information we absorb and the meaning of the products we buy into. “Advertising has been criticized for playing on human emotions, exploiting anxieties and achievement drives, and exalting materialistic virtues” (MacBride 154); in summary the advertisement industry takes advantage of the consumer in any way possible. Although, the evils of the advertisement industry should be considered common sense most of society feeds into the hidden ideologies inherent in advertisements.
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