Hey guys,
Hope you all have a great weekend!
Tomorrow Shili and I will going to talk ritual and advertising.
Some of you might have a wonderful Halloween party this week, and there is the upcoming Thanksgiving.
So I want to you to share your own experience about how rituals related to advertising and how advertising influences the ritual behaviors.
It is not a compulsive assignment, but I would be very appreciate if you can post a link of a video or any examples of your purchase experience by midnight.
You could also think about it and ready to discuss tomorrow in the class.
Thank you.
Quinn
As I started to think about this, the Facebook page for Unofficial St. Patrick's Day came up on my newsfeed. This is one Illinois ritual that is definitely influenced by advertising. First, the event is always advertised early on to let the campus know what day has been officially decided on for the festivities. Then, once it gets closer to the date, Unofficial is advertised by almost every business. It is an Illini ritual that was basically created by advertising St. Patrick's Day celebrations on a weekend that was not while students were on Spring Break.
ReplyDeleteHere is the facebook page: https://www.facebook.com/Unofficial2014
Hello, everyone!
ReplyDeletehttp://www.youtube.com/watch?v=QzPzz9OLNDA&list=PL36657445A9710A43
This is a commercial played during the Chinese Spring Festival of 2011 to promote Tencent, a Chinese social chatting tool similar to MSN. It tells daily life stories between a son and a mom: the son had felt interrupted by the trivialities around his mom and finally went abroad studying; one day he found his mom appear on QQ, trying to connect to him; starting at the 1:30 minute, it depicts a family-reunion scene where all the family members gather around the table making dumplings, preparing food for the Spring Festival in the background, while the mom is chatting with the son via QQ. Part of the commercial has been set in the ritual of Chinese Spring festival with familiar atmosphere, family get-together, dumplings and such signifiers that signify family affection, parents’ missing and caring their son. In the meantime, Tencent QQ, the brand/product advertised was integrated into the story-telling. The ending scene shows even if the mom is away from the son, she can always connect to the son on QQ and delivers a birthday wish to her son. I think it is one of the most successful commercials that borrow from the ritual of Spring Festival to strike emotional resonance with thousands of millions of Chinese overseas students.