Authenticity In Advertising Essay

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In this age and change, the human society is progressing rapidly. People now are situating in an informative society. Because of the staggering advancement of technology, people are falling into the consumerism without consciousness. From these, advertising is one of the mediums that influenced people significantly. The authenticity in advertisements blurred the reality and imaginary, which persuade people to appreciate the items as personal favor that made them to pursuit the commodities constantly. Therefore, the purpose of this paper is to demonstrate that authenticity in advertisement is not real, it is just produced by a set of codes. My analysis will mainly focus on three examples of advertising. Through analyze these advertisements to …show more content…

According to the Goldman and Papson said in Authenticity in the Age of Poseur, “ ‘Folk culture’ offers a comforting mythology set against the cold, impersonal, and relentlessly deterministic forces of commodity relations and government.” (Goldman &Papson, 148). This can be understood as, the massed produced products that all look the same, they actually have no authenticity, the authenticity people recognized is the advertising itself creates. These mass produced goods` authenticity cater to the consumers` preference. For example, the Coca Cola New Turkish Version of 'Why This Kolaveri Di '. In this advertising, every Turkish people holds a bottle of coca cola, and they sing Turkish song and dance Turkish dance, all the lyrics in this advertisement are about coca cola. This advertisement integrates these elements with coca cola, which sufficiently shows coca cola is close related to the authentic Turkish culture and lives. This advertising shows the authenticity of folk culture by adding the exotic atmosphere into this advertising. The coca cola has its own authenticity, the coca cola become vivid and lively, no longer just a drink. The whole advertisement is full of passion and absolute positive life attitude. People nowadays are live under the huge pressure, they need something to relieve their pressure. This is the spirit that consumers nowadays want the coca cola to

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