Wednesday, October 9, 2013
Suits & PJ's
The delivery of the commercials are different from each other. In the 1960s commercial, the husband and wife are "dressed for success," where as in the 1990s commercial the married couple wore pajamas. The different ways of presentation causes viewers to asssociate coffee with different aspects of life. Watching someone who is wearing a suit and tie drink coffee causes a viewer to associate coffee with the professional world. In the 1960s commercial, viewers may think that coffee is necessary to reach success since the husband uses a strong tone towards his wife when the taste wasn't fillling his satisfaction. Watching a people in pajamas drink coffee would allow the viewer to associate coffee with relaxation. In the 1990s commercial, coffee is not necessary for one's daily life, but instead represents a luxury in life. The coffee in this commercial is made by will, rather than it being a daily routine in the 1960s video.
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I really like this interpretation of the attire in these commercials. I never would've thought much of the difference in clothing choice, but now that's all I see in the ads. I wonder what changed over time to make pj's more effective than business attire?
ReplyDeleteSince the 1960s, professionalism has been confined to the workplace. The more intimate, personal relationship between the couple in the 1992 commercial would not have been as effective in a culture that expected a successful man to act professionally all the time.
ReplyDeleteGood analysis!
ReplyDeletePerhaps you could add the fact that there is a little song about the coffee at the end of the 1990's commercial which creates a completely different tone of the commercial. While the 1960's commercial is serious at the end, the 1990's commercial ends humorously, reflecting the styles of clothing as well.
Natasha Virjee
I like your analysis of how the clothing affected the advertisements. I wonder if the emphasis in the 1960s commercial on being professional was because people didn't think instant coffee could ever taste as good as fresh brewed. So the businessman would provide intrinsic ethos. However, today many people like instant coffee so the emphasis is on convenience rather than sophistication.
ReplyDeleteThat's very well written. I think the change in strategy could be that the workplace environment is much more stressful. So when the advertisers associate coffee with a relaxed morning in bed and the care of a loved one it will make people think of coffee as a relaxation tool.
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