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Global Homer-ization

       Globalization is the process of increasing interconnectedness among nations, cultures, and people. In the context of RTF 305, globalization refers to interconnectedness among nations due to the social effects of shared media consumption.

       “Cultural imperialism” is the domination of one culture over another through the distribution of media. Cultural imperialism reflects the imbalance of power among nations because more powerful nations tend to have more influence over less powerful nations.

       Take for example the global syndication of the popular show, “The Simpsons.” “The Simpsons,” an American television show, has aired in over 90 countries and in over 45 different languages. Influences from the show can be seen all across the world. In Argentina, The Simpsons Movie was the highest grossing movie of 2007. Simpsons art and restaurants can be found in many places on the streets of Buenos Aires. There is even a Duff Brewery facing a pending lawsuit from the FOX Corporation in Buenos Aires.

Screen from Morgan Spurlock's "The Simpsons 20th Anniversary Special: In 3D! On Ice!"

WIll a Canned Beverage Really Fix The World's Evils?

       The Pepsi One “People” Commercial released in 2010 features music by the Black Eyed Peas, a grid of several different screens; each containing a unique, culturally diverse person holding up poster boards that come together to depict an earth-like sphere, and messages such as “I care about people.” The narrator goes on to ask “What do you care about?” The narrator introduces the “Pepsi Refresh Project” that gives millions to “refresh the world.”

       This advertisement for Pepsi One ties the product to a more powerful and meaningful movement. Other broad yet positive concepts like unity, progress and equality are incorporated into the commercial as well. The ad is highly stylized and “hip.”
The appeal that most applies to this ad is style. Characteristics of style include hyperbole and fantastic claims. Hyperbole is exaggeration and fantastic claims are unrealistic or fantasy-like assertions implied about the product.

       The Pepsi One ad exemplifies hyperbole and fantastic claims for many reasons. For one, if you listen closely to the lyrics of the song, you can hear hyperbole. The song says “The continent is called Pangea,” implying that humans are somehow unified on a single metaphorical “Pangea.” Clearly, the present state of the world does not fit this in a literal or even metaphorical sense. The song coaxes everyone to simply “Forget about all that evil” and unite. We of course know that forgetting about all evil is unrealistic. Furthermore, different definitions of evil exist. Some might even say that corporate advertising is evil-- in which case, Pepsi is in trouble. The final statement that “Every Pepsi refreshes the world” is clearly an exaggeration. Even though Pepsi is putting money toward good causes, it is not realistic to believe that simply buying a Pepsi will “refresh” the evils of the world.  Even while this is true, it is easy to see how the way the ad is presented can be effective for many people who view it.