Postmodern Advertising
Another ad that could be used as an illustration for differences that exist between Russian and European (or should I say post-modernistic) mindsets. Let’s consider a situation - in Russia some АБВГД Cooking School asks an agency to develop an eye-catching and creative ad. I’m almost sure the agency would narrow its creativity to good looking cooks, or friendly chefs, or happy thankful family members. Nothing special. Banal clich?s of the past century. Russians don’t even know that civilized nations live in a new shining world of post-modernism where old rules and superstitions don’t work anymore.
No wonder Russians don’t get the idea of this post-modernistic ABC Cooking School ad. When a typical Russian sees this ad she or he thinks that: (1) ABC will teach you how to get rid of rodents in the house or (2) ABC will teach you dishes that would help you drink gallons of vodka without an urge to go to vecheBLUEyka. In any case, in Russia ABC shouldn’t expect crowds of people besieging the cooking school with money in their teeth.
When I try to explain to my friends why Europeans react to this ad in a different manner, I need to construct a logical chain of arguments typical for a member of a post-modern society. In the head of a post-modern man it goes: the rodent is throwing up because it is poisoned by the food it found on the table, because someone cooked some really horrible pasta, because this someone doesn’t know how to cook. Ergo, the post-modern man goes to ABC cooking school because he loves nature and hates to see innocent animals suffer. Because post-modernists care.
Via AdHunt
Technorati Tags: Russia, cooking, ABC School, advertising, Russian mindset, postmodernism
No wonder Russians don’t get the idea of this post-modernistic ABC Cooking School ad. When a typical Russian sees this ad she or he thinks that: (1) ABC will teach you how to get rid of rodents in the house or (2) ABC will teach you dishes that would help you drink gallons of vodka without an urge to go to vecheBLUEyka. In any case, in Russia ABC shouldn’t expect crowds of people besieging the cooking school with money in their teeth.
When I try to explain to my friends why Europeans react to this ad in a different manner, I need to construct a logical chain of arguments typical for a member of a post-modern society. In the head of a post-modern man it goes: the rodent is throwing up because it is poisoned by the food it found on the table, because someone cooked some really horrible pasta, because this someone doesn’t know how to cook. Ergo, the post-modern man goes to ABC cooking school because he loves nature and hates to see innocent animals suffer. Because post-modernists care.
Via AdHunt
Technorati Tags: Russia, cooking, ABC School, advertising, Russian mindset, postmodernism
posted by Konstantin at Friday, December 09, 2005
0 Comments:
Post a Comment
<< Home