Teacher Notes

• Bud Light “Product Placement”
▫ Director shouting cut draws attention to
construction. Explicit attention is drawn to
product placement – a marketing tool that is
usually hoped to be subtle and almost covert.
Humour derived from deliberately OTT product
placement. Humour also derived from
incongruous contrast between swashbuckling
narrative and modern Bud Light paraphenalia.
Teacher Notes
• Carlton Draught “Big Ad”
▫ Parody of OTT big adverts. Lyrics of song explicitly draw
attention to the idea of it being a big advert. It says how
expensive it is drawing attention to the financing of the
text. Also says it “better sell some bloody beer” referencing
the consumption by audience and intended effect. Images
parody big adverts – dramatic landscapes and lots of extras.
Music adds to effect. Audience can recognise the
intertextual references to conventions used in this genre of
ads. Big Ad parodies the visual style of battle sequences in
such films as Peter Jackson's Lord of the Rings trilogy with
sweeping, larger-than-life panoramas of rugged mountain
terrain. It is also reminiscent of the grandiose commercials
pioneered by the likes of Qantas and British Airways.
Teacher Notes
• Chevy Camero “Miss Evelyn”
▫ Draws attention to the creative process as the voice
over is supposed to be advertising execs
brainstorming. Humour derived from their “realistic”
back and forth exchange of ideas and the somewhat
schoolboy nature of their ideas. Draws attention to
narrative by saying they need an ending. Intertextual
references to visual conventions of these ads – driving
in desert, mirrors, chase in city etc. Using these
conventions show off the car while mocking these
cliches at the same time.
Postmodern Advertising: Self
L.O: To be able to identify and
discuss postmodern adverts that
are self referential.
Recap on the first type of postmodern
adverts: The surreal and seemingly
unrelated to product.
• Can you remember the origins of these types of adverts?
• These type of post-modern adverts question convention
and rationality.
• Let’s look at some of your examples.
• Can we find a way they, although seemingly unrelated,
actually reinforce brand identity?
▫ E.g. The purple of the Gorilla backdrop connoting
Cadbury’s and the element of guilty pleasure in consuming
the product.
▫ The referencing of product characteristics (waiting time for
a pint of Guinness likened to waiting for a perfect surfing
Self referentiality
• Self referentiality is when something (or someone) refers
to itself.
• Self referentiality is a common element of postmodern
media texts.
• A self referential media text will show awareness of itself
as a constructed product. This may include:
▫ References to its own institution or references to other
(commonly rival) institutions.
▫ Awareness of itself as a text bound by time, narrative or
scheduling constraints.
▫ Awareness of its (mediated) consumption by audiences.
• Self referential media texts are commonly funny –
there’s a knowing humour about them as they poke fun
at themselves.
Three self-referencial adverts
• Bud Light Product Placement (2011)
▫ In what ways is it self referential?

• Carlton Draught Big Ad (2005)
• Parody or pastiche?
• In what ways is it self referential?

• Chevy Camaro Miss Evelyn
▫ In what ways is it self referential?
Self referentiality works well in
adverts. Why?
• Time.
▫ The short running time means the joke isn’t dragged
out and loses impact.
• Pleasure .
▫ Audiences derive pleasure from knowing and
understanding the “in-jokes”.
• The digimodern age.
▫ In the age of social media (facebook, twitter, youtube)
we are all acutely aware of constructions and
representations. We also have at our disposal the tools
to create our own media products and distribute them,
highlighting to us the processes of construction.
• As the cultural theorist Terry Eagleton puts it:
“now we ha[ve] a whole society which perform[s]
permanently before the looking-glass, weaving
everything it d[oes] into one vast mega-text,
fashioning at every moment a ghostly mirror-
image of its world which double[s] it at every

• Thus adverts that draw attention to the process of
making adverts resonate with prosumers who use
the media for their own promotion and creative
• Bud Light Swear Jar

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