An Analysis of the Stubbies Advertisement by Coca-Cola Essay

The 2005 Stubbies ad by Coke-Cola owned soft drink company Lemon and Paeroa (L&P) is take a shited in such manner to produce novel Zealand within it text. The advertisement has been produced with subprogramicular attention and reference to New Zealand and New Zealanders, subjugating a sense of communityalism among viewers. This essay analyses and explains how L&P creates and fosters a sense of peopleal indistinguishability element among viewers by elements of nationalism, banal nationalism, and symbolism. The 1970s styled advertisement for L&P was created by the production company Sliversceen Auckland. The business relationshipline shows a formally dressed fit male entering a tailor shop and becoming acquainted with the casual clothing keepsake of stubbies shorts (Vist4ads 2005). These atomic number 18 an iconic clothing item associated with rural New Zealand and are coupled with values such as practicality and comfort.A range of men are then shown in variety of situat ions limning the versatility of the stubbies shorts. Although a great deal of focus is given to the stubbies shorts, the item being advertised is the soft drink L&P. It is drunk by means ofout the commercial, and the advertisement suggests that twain stubbies shorts and L&P are essential items of iconic kiwi culture. This is reinforced through catchphrase You were there and so was L&P. The use of ain pro-noun You connects and involves the audience with advertisement through the nationalistic branding technique of co-creation (ZALA VOLCIC and MARK ANDREJEVIC 2011).The reliance as brand placed upon consumers to ground and disseminate the brands identity. The brand L&P has constructed their advertisement in a particular way which leaves a reliance on consumers to reflect, build and distribute brand identity of being an iconic kiwi favourite soft drink through drawing on their proud heritage and positive pastimes which make up New Zealand identity and culture. The soul of a space as a nation requires a level of imagination a sense of people affiliating to the same state who negotiate and construct meanings.The definition of a nation requires a construction of representation of an image (Bell 1996). L&P strives to be an iconic image which in turn encapsulates the human body of what it means to part of the nation of New Zealand. Media scholar Claudia Bell states that the building of a nation is not all natural, rather facilitated through socialisation mechanisms that hap us a citizens (Bell 1996). The advertisement aims to guide viewers to reflect on time when men wore stubbies and everyone just left their keys in the car anyway. The limning by L&P of these events is suggestive that these were the good times for New Zealanders. The viewing population of New Zealand absorbs these values, reflections and associations with L&P as assumptions of identity, which are unconscious mind taken on board. The connective association with L&P and New Zealand national i dentity is an is an implicit marketing tool by Cola-Cola in dedicate the present L&P as New Zealands drink of choice and a natural feature of a nation as summarized through the slogan world famous in New Zealand since ages ago.This reminds the viewer that a nation can only be formed through history which makes us unique as a nation. Production and construction of New Zealand in the advertisement occurs through the advertising construction and production of banal nationalism. unoriginal nationalism is a concept founded by Michael billig which argues that the consistent reference to the everyday representations of the nation conceptually forms expressions of nationalism such as forming an imagined sense of national solidarity and belonging among those united in a national sense. mission claims that everyday expressions of nationalism can be as important and reactivate as the representational flag-waving of nations. (PRIDEAUX 2009) Banal nationalism is repeated throughout the L&P a dvertisement in a variety of ways. Firstly the sense of implied unity through the advertisements plotlines desires to be our story and a snapshot of everyday New Zealand in the summer time of the 1970s.This is achieved through the voice-over language and popular expressions throughput the advertisement such as the colloquiums back in the day and Kiwis. The casualness of the phrases projects a sense of understanding and unity among the New Zealand audience. The L&P drinking New Zealanders shown the advertisement embody characters which are portrayed as typical Kiwis in 1970s such as the small Maori boy with a large afro hairstyle posed next to his bike and the peculiar(prenominal) rural New Zealand bloke complete with singlet, jandals, and a mullet. Banal nationalism also occurs through the advertisement portrayal of typical New Zealand scenes which are well-known(prenominal) with such as the dairy, the rural country side, and a summer barbeque. These are relatable settings to al a pproximately any New Zealander and enables personal reflection.The symbols of banal nationalism symbols are most effective because of their constant repetition, and almost subliminal nature, therefore a very powerful marketing and advertising tool. The production of New Zealand occurs in the L&P advertisement through the placement of a range of symbols which are an attempt to reference and embody New Zealand as a nation. The repeated image of the kiwi dame along the window in scene when a stubbies clad male is impressing a pretty girl is not a coincidence. The kiwi bird is the product of New Zealand and being used to repeatedly remind viewers of their place in the nation, a process Michael billing describes as being flagged, a term coined by nations overuse flying nation flags. The kiwi is iconic since the bird is native to New Zealand.The advertisement also couples the kiwi with other iconic symbols associated with New Zealand and national pride such jandals, and the act of a larg e summer barbeque which are symbolic of deeper meanings to the New Zealander such as relief and family. New Zealand indigenous symbols such as the kiwi bird that are distinctively New Zealand are particular important in the production of nationalism within advertisement simply as they are not British. Historically New Zealand derived symbols of national identity from the motherland such as Britannia (Bell 1996). The kiwi build nationality as it is naturally occurring and guides New Zealanders as citizens. Symbols are closely interlinked with national identity as they draw associations among viewers. The production of national symbols like the kiwi into this advertisement that is selling bottled soft drink is not random, rather an attempt to associate the idealised images associated with the symbol and merge with the marketed product of L&P.The advertisers wish to make L&P symbolic and iconic and to naturally compel viewers to place L&P into their symbolic category of what embodies New Zealand as a nation and what it is to be a New Zealander. New Zealand is multi pagan nation and this has been understood by the advertiser by portraying a range of different New Zealander within the thirty second video clip. This is most effectively portrayed in the end scene of summer barbeque. The barbeque is made up some(prenominal) Pakeha and Maori attendees who seen chatting, relaxing, and drinking L&P. The use of people who literally look like they are New Zealanders localises the advertisement for effective absorption of values. Although New Zealand has many cultural issues such as regular Treaty of Waitangi disputes, these are brushed aside and New Zealand mixed culture is produced and perceived as positive. Although L&P is part of a global multinational company Coke-Cola this is ignored and the advertisement is produced with a distinct New Zealand feel leading consumers to believe the drink is of local origin, in particular the small town of Paeora which the drink shar es its name.The advertiser claim world famous in New Zealand also slants towards the projection the soft drink is locally produced and therefore competes on a level international soft drinks cannot. (Bell 1996). A key component of nationalism is an understanding of history and the intermingled of both of New Zealand major ethnic races pays homage to New Zealand colonial past and assimilating cultures. L&P understands that the world is rapidly changing and globalisation is rapidly expanding and increasing the office of transnational marketplace therefore produced affirmation of New Zealand and nationalism with their stubbies advertisement to showcase and assert distinctiveness of the nations unique local, regional, and national identity (Bell 1996).Any nations existence relies on some sense of loyalty to that nation, on patriotic sentiment, on awareness of nationalism. A sense of divided purpose, a pride in a place, acknowledgment of national success. All these combine in a sense of belonging (Bell 1996). Michael Billing noted that Billing noted that every day we are reminded that we belong to a nation through routine occurrences including using passports, the language of political speakers, the media and academia (Billing 1995 ). However through examination it has become apparent that nationalism has become a tool by advertisers to foster nationalist feelings to their audience. The advertisement establishes and produces New Zealand as a nation and then reproduces and represents New Zealand as an L&P loving nation. In advertising, the power of recognition is manipulated for economic ends. The stubbies advertisement shows an idealised version of New Zealand is dress to create a collective interest in the product.BibliographyBell, Claudia. Inventing NZ Everyday Myths of Pakeha Identity. Auckland Penguin Books, 1996. Billig, Michael. Banal Nationlism . London Sage Publishing , 1995 . PRIDEAUX, JILLIAN. Consuming icons nationalism and advertising in Australia . Nations and Nationlism (School of governmental Science and International Studies, The University of Queensland) 15, no. 4 (2009) 616635. Vist4ads. L&P stubbies. 2005.http//www.visit4ads.com/details.cfm?adid=20954 (accessed 08 2, 2013). ZALA VOLCIC and MARK ANDREJEVIC. Nation Branding in the Era of Commercial Nationalism. International Journal of chat 5, 2011 598618.