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National Identity in an Advertisement (DOC)
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Added on 2020-03-23
National Identity in an Advertisement (DOC)
Added on 2020-03-23
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Running head: NATIONAL IDENTITY IN AN ADVERTISEMENTNational identity in an advertisementName of the studentName of the UniversityAuthor note
1NATIONAL IDENTITY IN AN ADVERTISEMENT Stuart Hall described National identity as not the thing people born with; it formsand transforms the mind of the people from inside. The statement is very true, as when a babyis born, it does not know any national identity. Birth just simply involves a set of parents whojust happens to have a nationality (Hall 291-299). It is the upbringing of the baby, whichdetermines the national identity (Hall 291-299). The Vogels advertisement clearly stirs thecup of national identity in this advertisement. The advert comprises eight proud Kiwis andtheir life story. Not all of them are purely kiwi by ethnicity or by birth. All of them aredifferent, albeit, they all have the same national identity. They are bringing “somethingspecial” to the table. Stuart Hall’s statement about National identity is apt for the Vogel’sadvertisement, as the casting of this advertisement comprises the real Kiwis who are unitingas the citizen of New Zealand, but in a diversified form as they are all different; their story isalso different from the others. Not all of them are born Kiwis but they identify themselves asa proud kiwi. National identity is a mindset through which the child senses a feeling of belongingsomewhere. However, nationalism is a different concept. Nationalism gives rise to a priorsense of superiority, which leads the people to believe that they are better than the others are(Frith et al. 29)( Jackson 490-495).The social identity of a person can be described as the self-concept of a person whothinks of himself and herself as a member of a desired social group. The social identity theoryaccepts the definition of National identity and suggests another concept, which says that theconcept of national identity includes self-categorization (Perry 134-137). When the personidentifies with a nation, it can be described as self-categorization. When the personemotionally related and is attached to the nation, it affects the person. The mass media is well aware of the importance of nation identity in the mind ofthe people. The sociologists understand that how the emotion, related with their respectivenations is embedded in the consciousness of the people. The creative mind of the advertising agencies has taken the concept of nationalidentity to sell their commodity. The recent advertisement of Vogel’s bread, which comeswith the tagline of ‘what do you bring to the table?’ pulls the right chord of national identityinside the Kiwi heart. The specialty of the advertisement is, this advertisement does not
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