(Commercial Semiotics) Myth In Slim Jim's "Camouflage" And Gm's "Elevation"
Commercials often take their viewers to another world. As a rule, this world must imitate our own for any sense of understanding and purpose. Advertisers take advantage of this aspect of video storytelling to help people connect with their products and view them in ways which are desirable for the company. A myth is created around the product being advertised to position the item favorably in the consumer's mind. Two commercials which display examples of mythologizing products and our society are Slim Jim's, "Camouflage, and GM's, "Elevation."
"Camoflauge," by the Crispin Porter and Bogusky agencies, begins with a young man (about 20) sneaking through a gas station convenience store wearing a jumpsuit that is printed with rows of soft drinks mimicking the store's refrigerated drink section. The only sound is the hum of the machinery. Then, music begins, a comedic and suspenseful plucking of banjo strings. Sweat drips down the man's face as he stands motionless in front of the......
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