Response to 1st Question

It is said that an average human is presented with at least 300 ads per week. This seems quite large and highly unrealistic, but if we think of the many different media portals that are available out there and how many times we come across them its not that surprising. Many believe that it would be impossible to function any form of market without it. That is why when author Naomi Klein argues that advertising has changed from sponsoring culture to becoming culture, its very likely that she is correct. The difference between these two similar things that many people don't seem to pay attention to is that one is more obvious than the other. If a company is trying to advertise its product by making it a component of culture it becomes less noticeable than if it is presenting that same product in a concealed manner aiming to make it look more attractive to the buyers.

For example if we take a Coke-a-Cola the soft drink company, there are numerous amount of ads in many languages and each ad has a different way of presenting the product to the targeted area. Yet all of these ads have something in common which is that Coke-a-Cola is a part of everyone's culture. In the Middle East for instance Coke-a-Cola is known for its slogan when translated into English "open it and you will be happy"and its red ketchup color that attracts viewers even more making all of these advertising techniques go under the Rhetorical method of ethos. The environment that is seen in every ad is that Coke-a-Cola's for everyone and will give you a cool sensation that will let you stand out against others.

When we look at these adverts many of us would probably think that this is way to unrealistic and that they're just trying to get money etc. But when we look at the 2010 FIFA World cup and see how many Coke-a-Cola ads were aired during that year the number is tremendous. It's very hard to see what advertising companies are normally trying to advertise when a major event is going on or it's associated with it. As if these companies are presenting their product but disguising the obvious sale motion from behind it.

Some other people might view this differently. Since the 2010 FIFA World cup was held in South Africa many believe that sponsors were trying to add an essence of that spectacular culture into each of their ads making them sell the product by giving a international feel to it. From the viewing perspective he/she most likely did not pay attention to the product as much as he did to the culture. Coke-a-Cola was not the only major advertiser during this event; Pepsi, Kia, travelling companies, mobile networks, food and airline companies were all just some of the ads that had the South African culture infused in some way with whatever the product was.

Product placement is also another technique that advertisers use to put their product into our daily culture without us paying much attention to it. This truly demonstrates how ads have had an effect on us since we are seeing the product being presented but without the fake acting and illusion that usually is seen in many commercials.

In conclusion us being consumers of many products on the market may not be sucked into most of the advertisements right away, yet most of us enjoy seeing these products behind the spotlight and might not realize the true intention of the advertisers is the same as the normal standard commercial would look like.