BRAND NEW ZEALANDERS: The commoditization of Polynesian youth identity in television advertising
This was a bit of a long article that I had to give a few second looks before being able to understand what the author’s message. I found myself switching between pages trying to remember what I had just finished reading.
Main Idea
This article focuses on the use of the Polynesian youth as commodity in television advertisements. Earl states “Advertising is an ‘active strategy of selling and marketing’ (Falk, 1997, p, 5).” What advertisers generally try to do is appeal the popular to sink their fingers too the masses. It really about the money that can be generated towards the promotion of a product.
Television creates the illusion of where something may happen, and works best when the audience is able to relate. Earl refers to this as “virtual reality.” Young people are usually the easiest to target and be swayed a certain way. Easy to be influenced by a silly television commercial; we see this a lot here in the United States.
Earl writes about the use of Polynesian youth as a commodity in Aotearoa New Zealand. She mentions many times about advertising’s multicultural ethic. To support her points, she writes about a few commercials and advertisements. She describes the work done and what she thinks they stand for. The Kiwi Blue advertisement is said to support discursive relationships between femininity and nature.
Article:
Earl, Emma. "Brand New Zealanders: The commodification of Polynesian youth identity in television." 2005. Pg.1-13
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