Shreddies: 'knitted by Nanas' (2007)
https://www.youtube.com/embed/ZZo1iEoPntc
Production: https://adsspot.me/media/tv-commercials/shreddies-cereal-knitted-by-nanas-55e211fceb1f Messaging: the ad a magical/fantastical factory of nanas knitting Shreddies... Yeah right, the advertising strategy presumably sought to add interest to an otherwise pedestrian product. In doing so, the ad makes a number of positive associations about Shreddies. Question: what are these? And, why would this be useful in terms of communicating value (about the Shreddies product)? Simon: the ad works by constructing a 'frame' (as per Erving Goffman's frame analysis'), which its viewers interpret through its presentation of a series of recognisable images, stereotypes, metaphors, actors, messages. Question: what are these? - list them. Messaging: Old age mythologised in terms (measurable, testable) 'usefulness' (explicitly, measurable utility) i.e. https://en.wikipedia.org/wiki/Instrumentalism Essentially, casting those members of society who are 'productive' as valuable and those who are 'unproductive' as useless. In fact, the opening shot of the factory feels slightly evocative of the Victorian workhouse https://www.historic-uk.com/HistoryUK/HistoryofBritain/Victorian-Workhouse/ i.e. an institutional means of dealing with the vulnerable such as old aged people. Also, see some of the points in relation to ways of engaging that are "instrumental/procedural/transactional" as above - they make different points however, the impetus/ideology is similar (namely in terms of the assumption that our 'worth' is quantifiable in finite terms): http://newpractices.co.uk/messaging/#uVcBa6NXAbk
