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Commercials from Idea Studio during the TV show Baywatch. I have watched the show called Baywatch that was run on day television at 15: 00 - 16: 00 five days a week. The show is oftentimes interrupted by various commercials aimed at improvement of ones health as well as aimed at improving the body image. The commercials were developed by the company Idea Studio that focuses on the body improvement and gym equipment. The commercials were shown for approximately 12 minutes out of a 50 minutes show, with the large 10 minute commercial blocks being located before and after the Baywatch. 1. What is the show about?
The show Baywatch is a soap opera that features the life of the beautiful boys and girls who work as beach guards yet oftentimes are exposed to different interesting and exciting situations. Still the movie mostly depicts frivolous and carefree life of the rich and beautiful who drink martini in the morning, swim in the ocean during the day, and make exciting and passionate love at night. These people have perfect tan, beautiful slim bodies and athletic posture. The prettiest star of the movie Pam Anderson certainly is the representation of the life millions of females would want to experience, while the numerous lovers of Pam Anderson in Baywatch present a dream to the males across the land. 2. Is there a theme or message?
The movie has a hedonistic message that can be summarized as Enjoy your life, while working as a beach guard. This movie therefore presents some sort of American Dream that many would want to attain. Still, Baywatch is a wonderful foreplay to the various commercials that can be used to lead the people to such American Dream. Thus, the commercials are aimed at showing the products that are going to help people look like Pam Anderson and are targeting both males and females. Pleas take a look at the given products advertised during Baywatch.
Body Shape Anti-cellulite massage gel. This gel, according to the Idea Studio commercials if put on the areas that are affected with cellulite (body fat) is going to penetrate the body and break down the fat molecules and thus making the body much slimmer and beautiful. After watching perfect bodies at Baywatch the anti-cellulite gel seems to be the very product a naive female would want to buy. Super Abs impulse belt.
This product seems to be aimed at males for the fact that mostly males are used in the advertising of Super abs while the message super abs appears to be masculine and stressing strength, man power and dominance. The belt is supposed to be worn under the shirt and because of the electric impulses it produces, the body muscles strengthen without any exercise. The males who watch the perfect bodies of the advertisement models can draw parallels to the handsome macho's of Baywatch and certainly create positive impression of the product as well as urge the males to buy it. Supple Me vibrating massage belt is the other invention of the idea studio commercial run during the Baywatch show. This belt is a vibrating machine that send the impulses from the belt to the female body (back, buttocks, legs). The message of this commercial was clear: Supple me makes the buttocks, and legs tremble to the point of destruction of the fat molecules in the human body (according to the commercial). 3.
What is the strategy of the producer? The producer of the Baywatch certainly did not have in my opinion any specific strategy except for maybe make Hawaii more attractive to the tourists. The movie was rather stereotypical because it represented all American females as slim, sexy and athletic, while all the males were courteous, rich and easygoing. Baywatch represented a heavenly nature, happiness and tranquility. As for the idea studio producers one can say that their strategy was rather sophisticated. One has to understand the perfect application of the given commercials to the Baywatch tv-show.
Each of the health-enhancers such as gels, belts and vibro-belt claims to give the buyers the bodies they can only dream of, while the commercial also depicts the males and females similar in shapes and nature to the characters of the Baywatch. The strategy is to make the Baywatch viewers think that once they buy the vibro-belt they are going to meet the mate of their dreams as well as always enjoy the sun, water and martini. 4. Racially biased? Yes, the Idea Studio commercials are racially biased (just like the movie Baywatch). None of the commercials ever uses any nation other than white Caucasian. The females are mostly blond and tanned.
The males are mostly dark-haired and also tanned. No other nation: Asian, Red, Black is ever used in these commercials. Plus, the commercial is also age biased because it shows that virtually 99 % of the Hawaii population is aged 22 - 30 and beautiful. 5. Analyze the commercials. How often repeated or are there connotative or denotative messages, for example.
The commercials are designed to integrate in the movie like Baywatch and are placed before, during, and after the TV-show. The commercials are repeated once in bulk before the movie start. The second time they are repeated randomly in the movie and show the abridged version (about 15 seconds each). At the end of the movie Baywatch the commercials are run again stressing the importance of the products and showing the naked body parts of females prior and after the use of the gels or vibro-belts.
The messages in the commercials are simple. The commercials state that each American is busy and that time is certainly money. At the same time, each American wants to look good, be sexy and attractive. The commercial seems to have taken care of such desire. The gel and the impulse belt for instance do not need any special time allocation for the achievement of their purpose. The gel, if put on the female buttocks, legs, and chest (as depicted in the commercial of Body Shape gel) is going to work for about 3 hours breaking the fat molecules while keeping these areas firm, tight and sexy.
The commercial hints that the gel could be put on these areas at the work place (in the bathroom) and the compact tube is designed to fit most purses of the business women who want to look like Pamela. The impulse belt can also be worn all day long under the shirt (it is also advisable to use the gel together with the belt-which is cross-reference advertisement) and thus can also make beautiful bodies without any pain of exercising. Only the vibro belt has to be used at home for the fact that it is attached to the machine. One has to remember that the commercial states that the vibro belt if applied to the buttocks and back besides the fat-reduction purposes also possesses strong pleasing effect (according to the commercial female testimonial who claims to be not married and enjoying the belt every evening) that should certainly create additional value in the minds of the most sophisticated consumers. 6.
What have you learned, if anything about visual communication? I have learnt that the visual communication can be adjusted to any format and the need of the producer. The Idea Studio managed to use the image of happiness, love, and success as associated with beautiful bodies from the movie The Baywatch to attain to their own goals of marketing the anti-cellulite gels, vibro and impulse belts that guarantee success to any buyer who uses them regularly. Still I have learnt that because visual communication is made by men, it can possess various mistakes. One of them is the racial bias of the idea studio commercials that promise good bodies only to the whites. The visual communication can be put in a way as to create additional value (as it is in the case with the vibro belt, that besides burning fat in females can carefully please their behinds) simply by the use of additional pictures and testimonials.
The visual communication can create the image in the minds of the viewers that Hawaii is populated only by the young, successful and beautiful, the fact that only adds up to the omnipotence of the visual communication process regarding its effects on the viewers.
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