Ad-Research Essay

421 WordsOct 30, 20112 Pages
“Space: the final frontier. These are the voyages of the starship Enterprise. Its five-year mission: to explore strange new worlds, to seek out new life and new civilizations, to boldly go where no man has gone before.” Probably, it is the most famous phrase about space by Captain Picard from Star trek. This well-known speech has sensation over every culture, of course, even for commercials. So is this Cascade dishwashing detergent commercial, located at youtube. This ad effectively explains, how advanced Cascade detergent is, by using common star trek cliché. A lady realizes it is time for dishwashing and presses the start button. Inside the dishwasher, starship like detergent launches toward dirty dishes. There are three crewmembers inside the detergent. The crew find residue on dishes, the worst enemy. The captain heavily says “fire”. The crew fires a new weapon ‘Cascade all in one’ package to the dirty dishes. As the new weapon successfully destroy dirty dishes, crew shouts and the lady from outside smiles. The ad uses language that suggests its’ seriousness, of course that adds up to the cliché part. The reason is that this ad makes use of cultural references from the Star trek. The reference to Star Trek is very simple by using stereotypical crewmembers, an overly serious captain, a fact-stating officer, and an attractive communication officer. The captain is always serious at every moment, whatever they do. The fact-stating officer always says an obvious thing like “We cannot take another hit like this!” The attractive communication officer always says something that nobody understands, but it does not matter, because she is attractive. The ad replicated the cliché perfectly. While the ad have fun with the Star Trek, its visual impact implies Cascade detergents’ wondrousness. The Star Trek sensation starts not only from space, but also from adventure. The

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