Consumption is reframed as a public service performed by heroes, for heroes

Amanda Hess in the New York Times:

It’s jarring how easily the virus has been fused with branding and processed into the optimistic language of advertising. Every crisis begets its own corporate public service announcements — remember the Budweiser Clydesdale tribute to 9/11? — but rarely with such speed and ubiquity. Dozens of TV and online ads have angled to position brands within the pandemic experience, deploying inspirational pop music and gravelly voice-over artists to assure us that in “these unprecedented times” (Buick), that “in times as uncertain as these” (Chick fil A), “we’re all living a new normal” (State Farm), but “even now, some things never change” (Target) because “our spirit is what unites us” (Dodge).

The hallmarks of the coronavirus ad are so consistent they could be generated by bots.

More here.

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