Media is a
medium that is approachable to the public and by today, we can even contribute
our own ideas to the media. Love is part of life that we encounter it every
day. Thus, the relationship between media and love is unbreakable as media
portrays our attitude toward love.
One of the media that uses love as theme is
advertisement. This is because through Pavlov’s (1927) theory, classical
conditioning modifying our perception towards the product. This modifying
mechanism happens when a pleasure feeling is generated once we watched the
advertisement. As we watch the advertisement associated with loving couples,
eventually the image of the product will become more loveable.Thus, feeling
towards a sweet loving couple is an effective tool for commercial purpose.
(A Thailand commercial advertisement using love story - part 1)
Alternatively, media also reflects our desire
for love or real life couple relationships as McLuhan (1971) propose: “media as
an extension of man”. Love story in commercial movies or popular dramas
bombarded our life, where fairy-tale love story was being written over and over
again. Audiences even express their desire for the couples in the show to
remain together by creating a new ending to the film or continue the storyline
with their own imagination. While art films portray our complicated
relationship with love one. For example,
several Mediacorp’s dramas show couples quarrelling over financial issue or
educational issue of their children, which is very common among normal real
life couples.
(A Thailand commercial advertisement using love story - part 2)
Lastly, life is colourless without the
existence of music. Public commercially or casually listen to songs of love
since in our ancestor time. Today, romance songs bombarded our everyday life,
attributed by increased portability and interconnectivity of new media.
Rhythmic melody is more easily accepted if accompany by love feelings or story of
either a happy relationship or a hurt one. This is proven by Youtube most
viewed video song in history, “Baby” Justin Bieber, followed by “Bad Romance” Lady Gaga , both of which using
love and romance as their themes of songs.
(A Thailand commercial advertisement using love story - part 3)
As human continue to evolve both in
relationships and media, the connection between this two subjects are so
strongly bonded that we cannot deny the power of new media.
(A Thailand commercial advertisement using love story - part 4)
References:
Pavlov, I.P. (1927). Conditioned reflexes. Oxford, England: Oxford University.
McLuhan, M. (1971). Os Meios de Comunicação como Extensão do Homem. SP: Cultrix.
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