Doru Pop
Babes-Bolyai University, Cluj-Napoca, Romania
doruaurelpop@yahoo.com
Roles and Functions of Advertising Myths:
A Typological View on the Romanian Contemporary Public and Media Sphere
Abstract: This paper is based on myth analysis of advertising products, the central hypothesis being that contemporary advertising functions as a transformative social matrix. The typological interpretation of advertising products is based on the most important videos of the top ten brands in Romania, focusing on products like personal hygiene and cosmetics, alcoholic beverages, sweets and chocolate, home cleaning chemicals and non-alcoholic beverages and the telecommunication companies. It is a content analysis based on the critical tradition of authors like Lévi-Strauss, Barthes and Goffman. Advertising is reconfiguring the imaginary of Romanian society, shaping the minds and cultural values of a community, as media and advertising mythologies generate new narratives about personal and social identity. The key advertising myths in Romanian media are those linked with the ideological transformations from Communism to free-market base societies, generating new social archetypes of the industrial modernity.
Keywords: Advertising; Media; Myth; Content analysis; Ideology; Cultural values; Brands.
Survey Method
This analysis is based on a survey of most important advertising brands in Romania, selected according to the total sums invested in advertising and media expenditures. The list of the leading advertising companies fluctuated over the last five years, but the main lines of the businesses remained the same. For example, in 2008 the top 5 advertisers in Romania, evaluated with respect to their gross sums invested in the media, that is the key clients for advertising sales, were Procter & Gamble (with 65,5 million euros, that is 5,7% of the total investments), Danone (with 44,5 million euros, that is 3,9% of the market), Unilever (40,3 million euros, that is 3,5% of the market), Kraft Foods Romania (35, million euros, that is 3,1% of the market) and Coca-Cola (33,1 million euros, that is 2,9% of the market). Another way to evaluate the top companies is by brand promotion investments, according to which, the most important in 2008 were Orange (with 15,3 mil. euro gross), Connex (12,3 mil. euro), Zapp Mobile (11,3 mil. euro), Jacobs Kronung Traditional & Instant (9,9 mil. euro) and Ursus Premium (9,7 mil. euro).
Still, the main products that attracted investments were those for personal hygiene and cosmetics, alcoholic beverages, sweets and chocolate, home cleaning chemicals and non-alcoholic beverages. Telecommunication companies were included here because of their overall spending in advertising. The analysis was thus based uniquely on content analysis of ads produced by companies selling cleaning and health goods, food and chocolate, alchohol and soft drink beverages and mobile phones (According to Nielsen Company, top 5 beers in Romania were in 2008 Timişoreana (owner Ursus Breweries), Bergenbier, Burger, Golden Brau, Noroc, and in 2007 Burger, Timişoreana, Golden Brau and Noroc).
The principal method used to select the videos for these categories of products, was a general survey of online data bases.
Premises and Terms
The main definition used for myth analysis is that a myth is a concise imaginary form describing beliefs and socially acceptable and desirable behaviors. Following the tradition of Lévi-Strauss, Barthes and Goffman, this myth-analysis was designed in keeping with the conflict between the Symbolic and the Real within the medium itself. According to Anne M. Cronin, advertising is a “transformative matrix”, by means of which we “re-order” our social relationships. One of the forms of impact of advertising in the Romanian public sphere was noticeable at the level of re-designing the types of social interactions.
On the other hand, continuing the discussion of the interpretation of advertising, initiated by Roland Barthes, we need to analyze the substance of these changes in terms of their impact on our value systems. In this respect, myth makes acceptable those structures that otherwise belong to a strict social order. According to Barthes, advertising is reconfiguring mundane objects into positive symbolic substitutes, and this “transfiguration” of commodities plays an important role in the dynamics of capitalist societies. The role advertising played in shaping the minds of individuals that were previously subjected to collectivist thinking is yet to be assessed. The third premise is that the mythologies constructed by advertising messages are idealized structures, translating a given group’s fantasies and self-projected identities. Since Lévi-Strauss expanded the definition of myth into the cultural boundaries of media (1963), even if we don’t perceive them as such, media mythologies generate stories about ourselves, narratives that shape our sense of personal and social identity.
Erwing Goffman suggested that we witness a continuous process of alienating ourselves from personal interaction and thus we develop substitute ways for defining interactions. Advertising is one of those outlets where we construct imaginary rituals, where we learn and gather information about the existing social rules for interaction. Advertising is a “feel good” agent, by its mystified displays forms of interaction and by the continuous phantasm it generates.
The key contention of this paper is that all these story-like mythologies are generated by the media and advertising industries, which focus on consumerism and the philosophy of materialism, in order to create an endorsement of cultural goods. Grounded in the conception that these myths have a profound symbolic relevance, and that they shape the way we define acceptability and social correctness, the advertising mythos provides the interpreter with a map of the changes within the public psyche. Marshall McLuhan who defined the media as one of the most important factors of change in society, and while the “transformer” role of the media should not be seen separated from the other social instruments of generating reality, decoding the symbolic impact of such changes, by means of the rhetorical forms available in advertising, offer clues as to the deeper layers of significance.
Key Advertising Myths in the Romanian Media. A New Mythology of Urban Space
Urban communities quickly developed during the Communist regime, by the process of forced movement of people from rural to urban life. This process, conducted by the logic of Leninist and Stalinist principle of forced industrialization, has created new communities without identities during the last decades of “construction of Socialism”. It is my contention that after the political changes in 1989, media and advertising have filled this identity void with their own imaginary structures and mythologies – some of them based on neo-liberal ideologies and some forms of mythological reconstruction of personal identity.
As it happened during the end of the Nineteenth Century, when the shift of social existence was driven by the new re-production technologies of photography and cinema, the explosion of advertising production and consumption in Romania has created new forms of public and private life. The power of consumption has forced the imaginary structures to change – and by this fast change from a reclusive, state controlled and somewhat closed public life, the imagined communities of Romanian urban life were utterly reshaped.
Considering that any form of myth plays a “constitutive” role in a given group, and following the Barthesian definition of the myth as a “system of communication” by which we articulate social meanings and by which individuals acquire beliefs and attach meaning to those beliefs (Barthes, 1978), I analyze the role advertising plays in social mythology creation as one of circulating ideas that are acceptable, desirable and necessary. One of the most important imaginary pressures exercised by advertising consumption – especially evident in the advertising campaigns promoted by multinational corporations such as Coca-Cola – is that of remodeling urban life.
Nature vs. Civilization
For contemporary myth-makers the re-mapping of the space and individual identity is based on the opposition between nature and civilization. Modern mythologies are rooted in the schizophrenic distrust of civilization, we hate city life, but we do this while enjoying de pleasures of urban comfort and commodities. The soft drinks industry has developed several ads around the idea of transforming the urban space into a natural habitat by simply consuming a product invested with natural (read mystical) powers. This is the case of the mineral water “Izvorul Alb” from the Dorna series of ads (the local mineral water producer was acquired by the Coca-Cola Company and subsequently became the most important water producer in Romania). Here we have the mythological force of the bottled goods able to physically change the environment and the individual. In a different ad, a man and a woman are transformed into their counterparts, natural and animal, respectively civilized and urban. Their reunion is possible by the consumption of the natural water, the product becoming a common ground, a peaceful union of these fundamental contraries.
As a counter reaction to its competition, the Romanian soft drinks producer, European Drinks, has come up with its own mythological discourse about its product: Izvorul Minunilor (the Spring of Wonders). While the brand itself is positioned in a magical-mystical category, the ad has an explicit tile: “Water of Legend”. And the so called legend of the spring is a combination of the two fundamental elements (fire and water) place within a medieval story. Following are unicorns, fairies and heroes and the entire imaginary structures of classical storytelling. Using the terminology that Raymond Williams provided (1980), advertising can be seen as a “system of organized magic” that shapes the correlation between the dynamics of the individual’s relationships with the material culture he lives in and with the social network he exists in. Selling fantasies involves a certain degree of mythmaking and by this an influential tool for mind changing.
New Social Archetypes
In post-Communist Romania, the fabrication of social communities has been transferred from ideologically driven groups to media networks. Following the contention expressed by Judith Williamson (1978), commodities acquire meaning and are inscribed with meaning in order to become desired and ultimately purchased. This continuous cultural meanings exchanges attached to advertising messages, have an economic function ensuing its symbolic value. Thus the consequence is that, while we buy commodities, advertising sells us identities. Consequently, the interpretation of ads becomes an interpretation of cultural, political and behavioral practices. In this respect we need to engage in a deconstructive effort as a means of understanding the mechanisms of meaning production, so we can generate links between the visual, linguistic and semiotic content of advertisements in order to obtain cultural significance. While myth consumers, in the sense that the object of consumption is linked with the symbolic reference, this dual relationship provides us with the possibility of integrating into the logic of objects consumption. Basically this symbolic reshaping is producing an imagined cultural community, a phantasm-like world, an urban space of “how our world should look like”.
Starting from the assumption Barthes provided, that advertising functions as a social instrument by which the “little bourgeoisie” constructs its social practices, and that it imposes a certain way of life that is specific to its ideological functions; we can state that advertising practices create an environment for new social archetypes. Archetypes, says Jung, are fundamentally oversimplified means of generating content. It is the case with the new Romanian low and middle-class mythology, that includes a new idiom, the changes at the linguistic level being the indicators of the deeper move within society. One manifestation of this process is the re-naming of social groups, by stereotypes and processes of stereotypifying the “Other”. The best example for this is to be found in several beer ads; for example, the same pattern has been used for the Golden Brau beer, and in an ad produced for Skol beer. Both ads are based on the symbolic opposition between “The Boss”, where “the boss” is demanding and over powering, and the social dynamic (and conflict) is resolved by the consumption of beer. In one case the “model” employee is the one that “makes the boss laugh”; in the other, “the Boss” melts away after the worker drinks beer.
Another level of discourse is that of self-deprecation. One series of ads in the “Noroc” beer campaign is based on the following slogan: “After work, the reward” – where the reward for a miserable social life is the product itself. For example the ads named “Jobs” and “FFW”, depict a series of “working-class” figures that face several work misfortunes, all solved by the magical intervention of beer consumption. While one of the most popular beers in Romania, Noroc, has a predisposition for presenting the stupidity of its consumers – as happens in the most recent series of vide ads based on the loosing bets, causing hardship.
The same mechanism dealing with imaginary oppositions is used in constructing some of the most important soft drinks ads. “That’s how we Romanians behave, when we have guest from abroad. We do our best to make them feel perfect”, says one self-describing ad, and, of course, the “good welcome” offered for the two foreigners (anthropomorphized oranges) is a beating with the “oina” bat (this is the case for an ad made for the “new Fruttia” juice).
Modernity and the Myths of Science and Individualism
Technological advancement represents a key concept in the mythology of modern times.
Within this framework of reshaping cultural values, one of the most important group of producers, the beer companies, have developed several campaigns around the myth of “the German specialist”. This is a type of mythology founded on the belief in the magical function of science. Most of the beer ads broadcasted in the recent years was constructed around this old myth of modernity: the unlimited faith in science and technology. While one group of ads relies on the magic figures of the “German scientists”, working for the beer consumer, another group of ads for hygiene products use the myth of the “specialist” that recommends a given merchandise – obviously as a marketing tool. For example the series of ads for toothpaste or detergents, where the “specialist” provides a hodgepodge of “quantifiable” data, meant to convince the consumer that the product is the best in its category.
Another level where late modernity uses advertising is at the ideological level. Schudson (1984) has shown that advertising is an instrument to create an ideological mythology, in this case the mythology of capitalism and of liberal capitalism, based on individualism and the values of private space – opposed to the ideologies of collectivism and state owned space. As it is visible the case of the Primola chocolate series of ads (produced by Supreme Chocolat, one of the top three chocolate producers on the Romanian market), the relationship between the consumed Object (the chocolate bar in this case) and the consumer as Subject (in its family and private relationships) alters the intimate dynamics and the general social norms. The desired object, as commodities oriented, shapes the personal pleasure and of egoist needs, is retained for oneself. In Marxist terms, this false consciousness generates a false social attitude. Although highly disputed, this cultural dimension of advertising is nonetheless one of the most important mechanisms of streaming and distributing beliefs into the social existence.
The Cinderella Myth
In this context, it is relevant to notice that the reuse of myths and themes from myths is widely spread in the practice of advertising. One example is that of the “Cinderella” – the poor girl that makes it in life, this time by the intervention of the commodities and media technologies in her life. Widespread in the soap-opera industry and in the media agenda (and this could be the subject of another research, for example several of the Romanian television productions were based on this myth, and Monica Columbeanu, a top model that is on the front page of every yellow journal, is branded as this type of character). Among the ads surveyed was one of the earliest Nescafe ads, widely broadcasted by the Romanian television networks, where the key character is a “cleaning lady” transformed into a fashion model on the spot, by the intervention of the camera in her life. This abrupt change is based on the most important “qualities” advertising and media attribute to themselves: the ability to change personal life.
The new Cornucopia of Abundance
Another important schematic structure of modern mythologies is based on the focus on luxury and wealth, modern media generates continuously images of a new Golden Age of consumption and prosperity. One of the main engines of this philosophy can be found in the imaginary of the “Homo Coca-Colens” (termn coined by Jean Ki-Zerbo at the Sorbonne international conference, Creation and Development in 1983, Archives of the French Cultural Ministry). The coincidence of general happiness, prosperity, male bonding, coupled with soft drinks and alcohol consumption are key to this new mythological structure. Under the slogan “Football unites us all”, Coca-Cola aired a series of ads where inclusion and general happiness are fundamental principles. In this respect Douglas Kellner (1995) used the term “social allegories” for the role media cultures plays in articulating the fears, desires and hopes of a given community or group. Following this line of thought, we can say that advertising works as a primary source for these new symbolic investments of cultural materials and signifiers.
Advertising narratives position social success in this logic of identification with capitalist values, with the logic of technological modernity and generates mythological structures to support these levels of identification. Building new social realities, by means of discourse changes and of symbolic intervention, advertising represents a major explanation for meaning production in Romanian collective psyche.
References
Barthes, Roland, Mythologies, New York: Hill and Wang, 1986.
Cronin, Anne M., Advertising myths: the strange half-lives of images and commodities, London & New York: Routledge, 2004.
Lévi-Strauss, Claude, Myth and Meaning, London & New York: Routledge and Keegan Paul, 1978.
—. The Structural Study of Myth, New York: Basic Books, 1963.
Goffman, Erving, Interaction ritual: essays in face-to-face behavior, New York: Aldine Pub., 1967.
Kellner, Douglas, Media Culture. Cultural Studies, Identity, and Politics Between the Modern and the Postmodern, London & New York: Routledge, 1995.
Mac Cannell, Dean, ‘Sex Sell’ Comments on Gender Images and Myth in Advertising, in Marketing and semiotics: new directions in the study of signs for sale, by Jean Umiker-Sebeok, Berlin & New York: Mouton & de Gruyter, 1987.
Schudson, Michael, Advertising as capitalist realism, in Advertising, The Uneasy Persuasion: Its Dubious Impact on American Society, New York: Basic Books, 1984.
Williams, Raymond, Advertising: The magic system. In Problems in Materialism and Culture, London: Verso, 1980
Williamson, Judith, Decoding Advertisements: Ideology and Meaning in Advertising, London: Calder and Boyars, 1978
TOP ADVERTISERS IN ROMANIA
2003
Procter& Gamble, Unilever, Coca Cola, Orange (Mobil ro), Kraft Foods, Telestar, Vox Line, Studio Moderna, Vodafone, Elite Romania
2004
Coca Cola, Procter& Gamble, Kraft Foods, European Drinks, Qadrant Amroq, Unilever, Danone, Ringier, Vox Line, Vodafone
2005
Qadrant Amroq, Coca Cola, Procter& Gamble, Danone, Unilever, L’Oreal, Ringier European Drinks, Nestle
2006
Procter& Gamble, Unilever, L’Oreal, Kraft Foods, Danone, European Drinks, Qadrant Amroq, Coca Cola, Nestle, Ringier
2006
Procter& Gamble, L’Oreal, Unilever, Coca Cola, Danone, Qadrant Amroq, Kraft Foods, Nestle, Colgate-Palmolive, Vodafone