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Enzyte - A"Big Advertisement Jesse Glenn English 30 In the...

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A "Big" Advertisement Jesse Glenn English 30 October 22, 2007 In the book Ways of Seeing , author John Berger discusses perception and how we react to
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the way we perceive the world around us. In the final chapter of the book, publicity is critically discussed. Publicity refers to advertisements that companies put out to sell their product. However, the means by which advertisements sell the product are far more complex than what the average person thinks. To illustrate Berger's argument, I have chosen to analyze one of the television commercials for Enzyte (Berger 130). Enzyte is a pill that is taken for "natural male enhancement." In the commercials, this is never defined directly; however, there are many symbols and euphemisms within the commercial that suggest this boost in virility comes in the form of a more active sex drive, firmer erection, and increase in penis size. The commercials start off by showing a grinning man named Smilin' Bob. Bob is introduced with the Enzyte theme song , which is a cheerful, whistled tune. Bob is then portrayed through the commercial as being more manly and having great success after taking Enzyte. The commercial has a narrator who tells the viewer that Enzyte is a once-daily tablet for natural male enhancement, that 10,000,000 packs of Enzyte have been sold around the world, and that Enzyte is indeed why Bob is smiling. The particular commercial being analyzed in this essay can currently be viewed at http://www.youtube.com/watch?v=q_i0oq9d8GE. One of the key points in Berger's essay is that publicity "proposes to each of us that we transform ourselves, or our lives, by buying something more" (131). The Enzyte commercial says that whoever is buying the pill will be transformed into a better man afterwards; he will have more virility and thus his life will be better. In the commercial, the narrator often uses the word "big" as well as synonyms of "big." The narrator also informs the viewer that he could "enjoy the full, robust confidence that only Enzyte can provide." The message is clear: in order to be happy, you have to become more manly, and this is done by increasing your penis size, which can only be achieved through Enzyte. This is the transformation that the consumer now
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desires and will satisfy through buying Enzyte.
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