NOTE: This is NOT a post related to JRNL1220. This is a post from COMM1100
by Xin Li (Stephen)
We all have idols, whether past or present. Growing up with a huge soccer-fan daddy, soccer stars have been my idols since I was a little kid. Every time I went to a soccer game, I can’t help running into the player tunnel and ask for signed jersey or just take a photo with the star players. But when all these situations come into advertisement, they become a little bit different.
Soccer stars are not actors. They are not necessarily pretty, they don’t talk much and they may not be good at making fun; but advertisers use a series of connotation misunderstanding and make a lot interesting advertisements with soccer stars. We can look at this one with David Beckham first.
Interesting isn’t it? While David Beckham gave his jersey to the boy and was thinking that the little boy was asking him for jersey as a little Manchester United fans and worships him, the boy used the jersey to wipe the Pepsi can because he doesn’t really worship Beckham as he found the boy was a fan of Juventus after all. In a more academic way, we can see this as a misunderstanding of connotations. In fact, if we keep looking, we will see that there are many other soccer advertisements that include this kind of misunderstanding. Here is another one also from Pepsi, with the Brazilian star Roberto Carlos.
The Japanese audience may not feel that happy about this advertisement, because Roberto Carlos cleverly used the Japanese norm to make a goal. In Japanese societies, bowing is a norm that applies in almost every single occasion and if someone bows to you, you must bow back to demonstrate your propriety. As the old Chinese saying says, all warfare is based on deception. Carlos successfully uses the connotation trick in the game and made this advertisement a funny and successful one.
Soccer stars are not the only people that are allow taking part in soccer advertisements. Although the following advertisement is a little bit erotic and eventually was banned, the connotation misunderstanding makes it such a funny one.
Soccer is wonderful, and advertisements with soccer make both worlds more attractive. Despite Plato pursue perfect communication, but don’t all this connotation misunderstandings make the world much happier?