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Sitting down and watching television today is more than just enjoying ones favorite program Commercials are a huge part of todays television programming Seldom can we sit down and watch a show on television without interruptions of commercials trying to persuade us to buy something or send some company our money The people behind the production of commercials use glamorous objects to appeal to the consumers and in turn to provoke them to buy their product Like a commentator said in The Ad and the Ego Advertisements usually have the dominating power to persuade consumers into believing that happiness can be bought that there are instant solutions to complex problems and that their products can meet our deepest human needs In order to sell Kraft salad dressing Mountain Dew and MMs advertisers use their dominating power instead to help mold the perceptions of their viewers making them believe that summer youthfulness and power can be bought The Kraft salad dressing commercial is a prime example of a fantasy After watching it one might believe that by putting Kraft on a salad or even fruit that it will help in livening it up causing it to take on human-like characteristics But in reality Kraft is just another plain salad dressing The commercial begins with an unrealistic scene of the beach with fruits and vegetables posing as scenery and people Once the Kraft dressing is poured across the scenery the images begin to come to life The vegetables and the fruit begin surfing playing the guitar and just seem to be having a good old time Not only does Kraft use personification to make the commercial more like a fantasy but they also engaged in metaphors between the salad and summer to make a connection to the product The commercial is trying to sell summer by making comments like-Bite into summer and Catch the taste of California How can anyone bite into summer Neither summer nor any
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