The product of Tabasco is a brand of hot sauce, which is a popular
almost everywhere. There is an exaggerated advertisement from US, 2007. From my point of view, the selling point is about the taste of spicy as well as “Tabasco will
make you breathe fire”. Also, the slogan specifically states that “Don’t think,
just drink!” which is considerate the drink culture.
Because of Tabasco sauce is popular use as cocktail ingredients in mixed drink recipes.
Therefore, the meaning is about drink with Tabasco sauce and it is the only
acceptable sauce for this shot.
According to the theory of Jean Baudrillard’s the four phases of the image, the Tabasco
advertisement is considered as the third phases, which means it masks the
absence of a basic reality. We understand that Tabasco sauces won’t make people
breathe fire in reality, it might probably make people feeling sick or taste super
spicy when they choose to drink it. There is video example in Youtube, which is
about a man who took a challenge of drinking a gallon of Tabasco sauce and he
vomited at the end without breathe fire. Therefore, its show some of media
image such as advertisement used to adopt exaggerated way as marketing strategy
to present their product to draw customer’s attention, it cause some of advertisement
might detached from the external reality . (226 words)
Reference:
Student Name : Chan Chau Ling
Dear Chau Ling, The example can illustrate the power of image with reference to what we learnt in class. The absence of basic reality is appropriately applied. Nice work.
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