Illuminating the Illusion
Illuminating the Illusion
Jay Chiat, and expert in the advertising field, looked at advertising differently than those in the advertising business today. He launched the Energizer Bunny and Apple commercials. Not only that, he started a new age of advertising during the Super Bowl. Chiat was an amazing advertiser; however, he reached a point in 1997 where he desired to leave the marketing industry. He no longer agreed with the ideals of the advertising world. In Chiat’s essay, “Illusions are Forever,” he uncovers the true ideals of the marketing industry. His essay discusses how the lies in advertising “lie in the situations, values, beliefs, and cultural norms used to sell a message.”(212) Through this essay, Chiat uses strong, vivacious words to create an image of the true face of advertising. In the same manner, he includes examples and descriptions that embellish that image and grab the attention of the reader. Amidst all of this, Chiat composes his essay in a manner that allows for a clear, insightful message to come across. Chiat is indeed bitter of advertising, but that does not affect his message. He remains conversational throughout the course of the essay. The technique that Chiat uses throughout his writing is superb, and he does an excellent job of getting his message across. Chiat uses strong, vivid word choice throughout his essay to give his readers a precise image of the schemes used by today’s advertisers. Chiat’s words “unrelenting”(213) and “24-hour-a-day drumbeat”(213) allow his readers to imagine how advertisers are constantly hammering their ideas into the heads of the viewers. Words such as “robs us”(213) allow Chiat to make the point that advertisers rob Americans of their view of life, replacing it instead with an “illusion”. Chiat also uses “seductive”(214) to give his readers a further understanding of what advertisers are seeking. Chiat is using words such as “seductive”(214) to enlighten consumers to the idea that
Jay Chiat, and expert in the advertising field, looked at advertising differently than those in the advertising business today. He launched the Energizer Bunny and Apple commercials. Not only that, he started a new age of advertising during the Super Bowl. Chiat was an amazing advertiser; however, he reached a point in 1997 where he desired to leave the marketing industry. He no longer agreed with the ideals of the advertising world. In Chiat’s essay, “Illusions are Forever,” he uncovers the true ideals of the marketing industry. His essay discusses how the lies in advertising “lie in the situations, values, beliefs, and cultural norms used to sell a message.”(212) Through this essay, Chiat uses strong, vivacious words to create an image of the true face of advertising. In the same manner, he includes examples and descriptions that embellish that image and grab the attention of the reader. Amidst all of this, Chiat composes his essay in a manner that allows for a clear, insightful message to come across. Chiat is indeed bitter of advertising, but that does not affect his message. He remains conversational throughout the course of the essay. The technique that Chiat uses throughout his writing is superb, and he does an excellent job of getting his message across. Chiat uses strong, vivid word choice throughout his essay to give his readers a precise image of the schemes used by today’s advertisers. Chiat’s words “unrelenting”(213) and “24-hour-a-day drumbeat”(213) allow his readers to imagine how advertisers are constantly hammering their ideas into the heads of the viewers. Words such as “robs us”(213) allow Chiat to make the point that advertisers rob Americans of their view of life, replacing it instead with an “illusion”. Chiat also uses “seductive”(214) to give his readers a further understanding of what advertisers are seeking. Chiat is using words such as “seductive”(214) to enlighten consumers to the idea that