What I first noticed in this image is how it has an almost surreal aesthetic quality. It is more real than real, reminiscent of those WWII propaganda posters that were ubiquitous in the 1940's. First and foremost, this image propagates an idea, that Fritos are synonymous with America.
The more I examine these images (not quite photos, nor pure animation, but fictional representations at the least) side by side, the more they seem alike in terms of aesthetics. Note the focal point in the image from Good Fun is the enormous bag of Fritos in the basket. Just underneath the Fritos, written on the basket, are the words, "Grown in U.S.A." Additionally, the man's gaze is aimed to the left of the camera, somewhere beyond it that we cannot see (See Richard Dyer's notes on the "averted gaze", 1982). The low angle of the shot makes the man (who happens to be a hulking anglo), but even more the Fritos, seem much larger than they actually are. Then again, it is fiction. Nonetheless, it is a powerful image that conveys a message of pride and patriotism. Indeed, we are told that Fritos are "PROUDLY GROWN IN THE U.S.A."
Is the image on the right any different? The same low angle is used, with the gaze of the soldier looking above and beyond us. The focal point in this instance is the soldier and the flag he is holding. Similar to the Frito image, the text tells us something. The only difference is that it tells us we "MUST buy," as opposed to suggesting we buy. Really though, this is only a suttle nuance that can be forgotten in light of historical context. The sense of patriotism and pride is just as notable in the WWII poster as in the Frito poster. Moreover, they are both propaganda--in the modern and contemporary sense of the word.
Also, note the background in each of the images. In the image from Good Fun, the cornfield reminds us that when we buy Fritos, we are supporting American farmers and American jobs. Fritos=patriotism. In the image on the right, the background is war. By buying Victory Bonds, we would be supporting the allies in WWII. Victory Bonds=patriotism.
My questions so far are: Why use this aesthetic in contemporary advertising aimed at company employees? How effective is it? I think to get at these questions, I need to dig more into some of the other images and themes from the Frito-Lay trade magazines and do some ethnographic research in the form of observant participation (before Frito-Lay management finds out about my blog!)
What I first noticed in this image is how it has an almost surreal aesthetic quality. It is more real than real, reminiscent of those WWII propaganda posters that were ubiquitous in the 1940's. First and foremost, this image propagates an idea, that Fritos are synonymous with America.
ReplyDeleteThe more I examine these images (not quite photos, nor pure animation, but fictional representations at the least) side by side, the more they seem alike in terms of aesthetics. Note the focal point in the image from Good Fun is the enormous bag of Fritos in the basket. Just underneath the Fritos, written on the basket, are the words, "Grown in U.S.A." Additionally, the man's gaze is aimed to the left of the camera, somewhere beyond it that we cannot see (See Richard Dyer's notes on the "averted gaze", 1982). The low angle of the shot makes the man (who happens to be a hulking anglo), but even more the Fritos, seem much larger than they actually are. Then again, it is fiction. Nonetheless, it is a powerful image that conveys a message of pride and patriotism. Indeed, we are told that Fritos are "PROUDLY GROWN IN THE U.S.A."
ReplyDeleteIs the image on the right any different? The same low angle is used, with the gaze of the soldier looking above and beyond us. The focal point in this instance is the soldier and the flag he is holding. Similar to the Frito image, the text tells us something. The only difference is that it tells us we "MUST buy," as opposed to suggesting we buy. Really though, this is only a suttle nuance that can be forgotten in light of historical context. The sense of patriotism and pride is just as notable in the WWII poster as in the Frito poster. Moreover, they are both propaganda--in the modern and contemporary sense of the word.
Also, note the background in each of the images. In the image from Good Fun, the cornfield reminds us that when we buy Fritos, we are supporting American farmers and American jobs. Fritos=patriotism. In the image on the right, the background is war. By buying Victory Bonds, we would be supporting the allies in WWII. Victory Bonds=patriotism.
My questions so far are: Why use this aesthetic in contemporary advertising aimed at company employees? How effective is it? I think to get at these questions, I need to dig more into some of the other images and themes from the Frito-Lay trade magazines and do some ethnographic research in the form of observant participation (before Frito-Lay management finds out about my blog!)