The link above is a Pantene commercial that ends with the slogan “you can shine”, however my question is if that is what they really want you to believe that you can. The commercial is about a blind violinist who, through practice, hard work, and the help of an unidentified street “hero”, makes it to a classical music competition and seemingly wins it. Now there is no doubt in my mind that this is an inspirational story illustrating how the ability exists to “shine”. However I am questioning how Pantene wants you to shine.
The first thing you have to notice is that this is in fact a commercial, used to attempt to sell you a product. Secondly the company that produces this commercial does not sell violins, they sell shampoo. Knowing this you have to ask in what way are they saying you can “shine”? The company feeds you a breath-taking story, which feels as if it should be produced as a feature film, about how this girl accomplished her dreams. However it is then that the commercial says to you “she did all this, but the best you can do to shine is use our product”.
The commercial creates a “fairytale effect” that causes its viewer to dream big and then takes that dream and replaces it with their product. So the commercial, although it seems to be building up you hope and ambitions, was actually designed to tell you that you cannot reach your dreams. It is after this that the commercial offers an alternate to your dreams with their product, to tell you that you cannot accomplish your dreams but you might as well look like the kind of person that does accomplish his or her dream. So can we all shine? That’s not up to me; it is up to each individual himself or herself. However for the sake of the commercial, even though they say “you can shine” they do want you to feel as though you can shine, but at the same time they want you to believe that the best you can shine is using their product.
I enjoyed this response, especially the wake-up call at the start of the second paragraph. I must say that, at first viewing, the commercial had lured me into the story, and I didn’t know I was being sold a product. The “fairytale effect” that you describe is very interesting, too. It makes me want to watch some more TV and figure out how many commercials use this complex to trick viewers into thinking that the commercial has a higher purpose. It seems like a multitude of commercials are constantly vying for your attention, and amongst the din of these commercials are a precious few that beg you to believe they aren’t commercials at all.
ReplyDeleteI found it very interesting that your main point is that Pantene is telling their audience that they probably cannot reach their dreams, but they can at least look good. This is obviously a very superficial point, but also a very American way of thinking. Most Americans feel as though beauty is the only important thing. Obviously Pantene wants us to feel this way and buy their products. Although, "reaching for your dreams" is also a very common American mantra. In this commercial Pantene kills that idea, and so most become very angry after analyzing the content of the commercial and realize its flaws.
ReplyDeleteI also found it a plus that you made a large point of how this commercial is very superficial and almost can bring you and the violinist down if you read into it. This is not a happy success story, it's showing its viewers that even though you may not be good at your passion, you can "look good", so it doesn't even matter. This commercial should leave its viewers feeling angry after realizing it's negative message.
ReplyDeleteHa. I love your point of view. It's definitely as though they believe and are trying to make us believe that we can do the impossible simply by using their product and without it we're nothing. I can envision them in the sales meetings saying things like "Let's make their worthless lives a little more bearable".
ReplyDeleteThis is a really interesting way to look at the commercial's advertising technique. In my opinion I saw their "you can shine" slogan as a way to say "While you are accomplishing your dreams, you might as well look pretty by using our product". However, your argument makes me change the way I viewed their intentions and honestly, it's quite brilliant of them to advertise in that way.
ReplyDeleteWow! I loved your outlook on the commercial. I would have never thought that Pantene is saying "you can shine", but not completely like the girl. I thought that Pantene was encouraging you to follow your dreams while having nice hair. After reading your response, I feel different. I kind of agree with you and now look at the commercial two different ways.
ReplyDeleteI definitely agree. When I watched the commercial, I was taken in by the story. You become interested in the girl and you want to see her succeed. However, in the very last moment, you realize that the commercial is for a hair care product. It belittles the story into an ordinary, everyday product. I felt a little jipped at the end, like all the story built up to was shiny hair.
ReplyDeleteI like how you pointed out that the commercial creates a "fairytale effect." While you think the commercial is offering you to dream and they come true it disappoints you at the end with a hair product.
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