Got a tricky question? Receive an answer from students like you! Try us!

DeBeers advertising - Essay Example

Only on StudentShare
Masters
Essay
Journalism & Communication
Pages 7 (1757 words)

Summary

Observations reveal that in postmodern era extensive use of mass media and representative symbols have become an integral part of contemporary culture, where boundaries between fantasy and real world have merged, often making reality unrecognisable…

Extract of sample
DeBeers advertising

The simulacrum is true” (Ecclesiastes, cited in Baudrillard, 1994, p. 1) Introduction Observations reveal that in postmodern era extensive use of mass media and representative symbols have become an integral part of contemporary culture, where boundaries between fantasy and real world have merged, often making reality unrecognisable (Baudrillard, 1993, pp. 71-72). Mass production and photographic representation (advertisements) have modified human experience to the extent that “Irreality no longer belongs to the dream or phantasm…but to the hallucinatory resemblance of the real itself” (ibid, p. 72). In post-modern era, “reality” is identified only when it is mimeographed through cloning or simulation; while truth is interceded and manipulated in a manner where present genre of humans fail to differentiate between imaginary and real world, a condition termed as “hyper-reality” (ibid, pp.70-76). In the context of artificially creating a condition of reality, the best-known example is that of DeBeers where the tagline, “a diamond is forever” is known to have attached a false sense of value to a simple carbonated rock particle. Besides this, the De Beers advertisements also make strong use of the sign and signification concept (including the referent, the signifier and the signified), where their advertisements, instead of giving any information on the products create meanings through various signs and symbols. ...
Download paper
Not exactly what you need?

Related Essays

Media Advertising Criticism
The major role of advertising is to increase sale of products and services, in addition to creating and maintaining the brand identity and image. It also entails communicating the change that exists in the product line and introducing a new product or service (Bartels 46). It is also viewed as a favorable representation of products to make customers, consumers and the public aware of the existent products. In other words, it lets potential users, buyers, and the public as a whole become familiar with the various brands of products, goods and services found in the market. Advertising has faced…
10 pages (2510 words)
Component One: Application of a Key Concept to a Media Text
71-72). Mass production and photographic representation (advertisements) have modified human experience to the extent that “Irreality no longer belongs to the dream or phantasm…but to the hallucinatory resemblance of the real itself” (ibid, p. 72). In post-modern era, “reality” is identified only when it is mimeographed through cloning or simulation; while truth is interceded and manipulated in a manner where present genre of humans fail to differentiate between imaginary and real world, a condition termed as “hyper-reality” (ibid, pp.70-76). In the context of artificially…
4 pages (1004 words)
Advertising principles and strategy
This paper explores print advertisements for motor homes, caravans, and camping. In the exploration, the paper compares five different advertisements for the similar product in terms of research into the product, its competition, target audience, and relevance of presenting product and brand to their audience. Moreover, the paper would analyze each chosen advertisement by looking at the relevant of the idea of sustainability. The five advertisements identified in this paper would be analyzed and critiqued through their strategies by using the Bernbach’s ROI model. This model devotes itself…
Problems in Advertising - Understanding Advertising Messages
There are numerous media used in advertisement such as print media and broadcast advertisements. I am intending to study two magazines and two television programs for a period of two months to verify their effects by going to the magazine publishers and the respective media that air the TV programs. Magazines, which are widely used by most firms due to their ability to access a specific target group with high quality presentations and the fact that they accommodate design options, prestige, influence, believability and long shelf life. (Shimp 367-369). I will consider the models used in…
5 pages (1255 words)
Public relations and advertising
This "Public relations and advertising" essay outlines the differences between this two mediums of mass communication, their roles and issues. People would indulge in getting education throughout the life and the risks involved while making consumer behavior is immense. Most of the times, the educational institutions use placement and job assistance as the main USPs to attract the students. But many times it has been seen that the promises made by the educational intuitions through the ad and PR campaigns have not been kept. Many times it has also been found that students have been given wrong…
4 pages (1004 words)
"Blue" Advertising Campaign
For Blue commercials, the main aim is persuading pet owners to use their food to feed their pets. To consider an advert as successful, it must have achieved its purpose; in this case, persuading target market to purchase a product or a service. Methods settled by the company in selling their ideas mostly depend on the main intentions of the advert and the target audience. While some advertisements suit best in the print media, others suit best in the visual media. This is the main reason why different companies exhaustively use a particular form of advertising; but seemingly ignoring the rest.…
8 pages (2008 words)
Advertising Shapes Social Trends
The trends and the case studies on advertising and promotion showed that if the advertisement of a product or service has big impact, it generates more sales. Advertising is basically a communication process, which influences a person or a group of people to take decision on purchasing a product or service. Media Awareness Network states that the typical US citizen on average will see 3000 ads per day (Media Awareness, 2010). With such a high level of advertising around consumers every day, is it most likely that advertising shapes society. Since the number is high in terms of viewing the…
7 pages (1757 words)