https://www.youtube.com/watch?v=yGUW49-ZpSs
http://www.youtube.com/watch?v=GHwdH5jId9Q
Kraft seems to have a common theme throughout all of there advertisements in the English and Spanish speaking worlds. Their overarching idea is simple, love. Love is a strong emotion that elicits positive well being and upbeat attitudes at the slightest provocation. Love equals happiness, love is pleasure, love is the essence of life but Kraft plays to the cultural differences American culture and Latin American culture.
The Kraft commercial for American audiences portrays an idea of love that is extremely popular in individualistic cultures, self love. Modern day society has created an environment that promotes vanity and conceit with selfies and mirror shot images becoming all the rage. The Kraft commercial plays to these ideas and rejects the importance of community and family while emphasizing the needs of the one.
In the Spanish commercial, the son discusses the lengths the father will go to please his wife and give her what she needs. It plays to a very typical patriarchal society , where males are meant to provide for the family and women are the caretakers of the home. The commercial however also touches on the issues of acculturation specifically the idea of social exclusion and separation. Social exclusion refers to processes in which individuals or entire communities of people are systematically blocked from rights, opportunities and resources that are normally available to members of society and which are key to social integration.Separation occurs when individuals reject the dominant or host culture in favor of preserving their culture of origin. The slogan “Mantente 100% Latino” is a prime example of these two concepts. The mother is afraid of being seen buying this typically American food and fears she will become an outcast in the tight knit enclave that many immigrants are forced to live in.
Hi Joseph,
Where’s your analysis?