Commercial Analysis

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Vanishing Spirit

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The man represents a certain type of person: the trader. The woman represents another type: the parasite. Virtually everyone in America these days is a mixture of both. Is it so bad that people see the values others possess and always instantly imagine taking them (as opposed to trading for them)? No, but enough people do – enough of the time – that this commercial is expected to work. How will it work? By giving such people a rationalization for their parasitic (ie: fundamentally unAmerican) behavior. That rationalization, in a nutshell, consists of saying to oneself: “that is what a true parasite thinks like. I don’t have thoughts like that, so therefore I must not be a parasite.” (as if the degree of something somehow changes it’s nature). That rationalization provides a moment’s relief from the chronic (and deserved) feelings of guilt and shame which inevitably come from choosing to be a mixture or trader and parasite. It’s evasion through hyperbole.

The way it plays out in this particular commercial is that people know (or at least subconsiously grasp) that it takes quite a bit of parasitical behavior to reach the point – spiritually – where one could be capable of intentionally corrupting her capacity for romance in order to achieve some ulterior value, and so they are able to conclude that because they don’t do so for something so obviously of lesser value such as a Quesarito, that they don’t consitently do such things (and therefore have not reached a spiritual level that is tantamount to doing what the woman in this commercial does). The commercial helps many people evade the fact that they do compromise their capacity for romance in order to have a relationship which “works” (eg: is socially-acceptable, or financially-safe, etc). Or, at the very least, it helps them evade the fact that their fundamentally unAmerican behavior is the acceptance of lesser values (whatever benefits they receive as a result, even if they’re not spiritual), and that doing so comes at the expense of greater values (ie: the long-term maintenance and security of those benefits which – ironically – destroys their capacity to embrace and enjoy true relationships, including romantic ones, once their “practical benefits” allow opportunities for them to come along).

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Written by commercialanalysis

June 20, 2014 at 6:25 am

Posted in Food and Drink

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