Tuesday, February 18, 2014
Chemical Engineering Insights Essay #2: High Performance Outdoor Clothing Material
Nature Valley Commercial Critique
Society's Grand Challenges. A simple introductory freshman class assignment.
Introducing, College Essays!
Thursday, January 12, 2012
Rise Of Totalitarian Governments
Politics Through film essay, Dr Strangelove and Nuclear War
A.E. Politics through Film. 2/22/2011
Hollywood loves war. It’s been a recurrent theme in the film industry for the since the first films came out during WWI. The success of the war movie is no surprise as Ernest Giglio points out in his book, Here’s Looking At You, because it “fulfills the audience’s heroic fantasies while celebrating patriotism” He goes on to say that “it explores the dualities of the human condition; individual decency and courage versus brutality of the enemy; individual loyalty and duty versus self-interest and survival; and self-sacrifice versus the collective good.” These topics are readily seen in traditional war movies where a mission has to be accomplished by a band of soldiers the audience can easily relate to and watch as they sacrifice themselves to save others. Nuclear war movies are not always clear-cut like that. These films deal with non-conventional weapons whose power to destroy is almost God-like, which inspires awe, fear and demands an incredible amount of responsibility from those few in charge of their use. Tensions in a nuclear war film are built out of the unknown fear as the world teeters on the edge of obliteration.
Some of the most awarded films in history have been about war. From the 1939 film Gone with the Wind, to the 2008 film The Hurt Locker, the story of war and the struggle by those involved has captivated audiences. War is a time of extremes, when raw human emotion and nature come to the surface to reveal something true about all people. Sometimes these truths are the romanticized versions of self-sacrifice and honor, and at other times it’s the truth that all people are brutish, savage animals that can do unspeakable things in the name of a made-up concept like territory or government. Hollywood tries to show the duality of human nature in these cases but tends to portray Americans as the more noble people who overcome evil in the name of good.
WWII is the most romanticized of the American wars, mainly due to the fact that during the war the OWI was very influential in making propaganda films that sought to inspire and garner support for the troops. The war was seen as a good war because the Allies were fighting to stop the totalitarian Nazi regime from taking over the world and subjugating millions of people, a noble cause that is easily supportable. Hollywood has done its part to memorialize the war with films like Patton; Battle of the Bulge, and Saving Private Ryan, each film glorified the actions of American soldiers in battle as they overcame the evil Nazi forces. The financial success of WWII films in the few years after the war solidified the genre as a dependable mold.
The messages behind these movies spoke to the audience in a way that inspired them to support the government in times of need when there was something greater at work than their own lives. This is reflected in the movie Casablanca where the love that Humphrey Bogart has for Ingrid Bergman is put aside so that the head of the Resistance can escape and continue the “Good Fight”. This form of sacrificing one’s own life for the collective good is constantly reiterated throughout most war movies, but not most nuclear war movies.
Since the end of the Second World War there has been a leveling force in the realm of warfare that Hollywood has used extensively. Nuclear war is a whole different kind of game. In nuclear war there are no large armies facing off with each other, down in the trenches. Instead these wars are fought in the offices and war rooms of country leaders, like in the movie Dr. Strangelove. Here the tone was set by the looming threat of total annihilation because of a mechanical malfunction.
There are five categories of nuclear film that Ernest Giglio describes and they are the following: science fiction/horror film, nuclear war/attack, nuclear accident/ disaster, nuclear survival, nuclear terrorist films. Each film deals with the extreme cost of nuclear war in its own way but a main theme throughout all of them is the idea that man has created a great and terrible technology that changes the landscape of war forever. In the 1964 black comedy film Dr. Strangelove, Kubrick has shown how ridiculous the nuclear scare was during the Cold War. It also shows how technological advances can also be our downfall when they are trusted too much.
These types of accident/ technological breakdown films have a lot to do with the fact that man has come to rely on our own inventions too much, and often we are hoisted with our own petards. Great men of science gave the world this knowledge, but its creation was befouled by its own existence. Hollywood has made many movies in which the unintended consequences of atomic use are disastrous and in most cases, monstrous. From the 1955 film, Tarantula to the 2008 Incredible Hulk, experiments gone wrong serve to teach man one thing, he is not ready or responsible enough to control this amount of power.
This is a far cry from traditional war movies in which the power comes from the men themselves, the sheer cooperative force of destruction that is one army bent on killing another is also awe-inspiring. This can be seen in movies like Saving Private Ryan, where the 30 minute opening sequence of the Normandy Invasion shows the audience the terror of war up close, where thousands of men sacrifice themselves for a few miles of beach. It’s easier for the audience to put themselves in the boots of those men and imagine what it was like to fight that day than it is for them to imagine the blinding light of a nuclear blast.
Another way traditional war movies differ from their nuclear war counterparts is the way they have been used in history. During WWII Hollywood was very involved in the war effort by making hundreds of movies for the US government and for the American people so that they can relax after a hard week of working in the factories. This was a country united and Hollywood put out propaganda films along with inspiring films to keep the country united, or just to profit on the extreme amount of patriotism and a little bit of racism. The Battle of Midway was shot on the decks of the ships involved and was some of the best war footage ever shot, and it occurred at a key time when the US Navy started to turn the tide of battle in the Pacific. At this time the films started to change from being inspiring underdog stories of perseverance to glory-filled films of conquering the Japanese and winning the war.
Nuclear war movies don’t come with this same sense of inspiring virtue. In most cases they are cautionary tales with the threat of doom always apparent. There can’t be movies made in which the use of nuclear weapons is an honorable action it is always something that must be avoided at all costs. This is where the brave characters are those who are able to convince the politicians not to use the bomb, as was the case in the Michael Bay film, The Sum of All Fears, where Ben Affleck’s character is able to convince the Russian president to stand down and avoid total thermonuclear war after a terrorist group detonated a device in a football stadium.
The glory days of Hollywood nuclear war movies seem to be in the past, along with the cold war, but it may in fact turn out that these movies are more relevant in today’s world filled with terrorist groups, unstable third world countries acquiring the technology and a crumbling Soviet Union defense system. The ironic part is that traditional war movies are almost extinct do to the fact that America has been engaged in Afghanistan and Iraq for the last decade trying to win the hearts and minds of the people instead of trying to take a position. The modern war story is that of the struggle of individuals dealing with extraordinary circumstances where there is no clear-cut enemy and the reasons behind the fighting are vague and/or controversial. If this is the case than the intangible fear of the unknown is much more in line with a nuclear war film for the future, where decisions are made by rash men and women in high government that the country is trusting less and less. Hopefully in the end these new films will do for the modern country what they did for it in the forties, unify it in belief that there is something greater than the individual, but that it is each individual life, instead of the government’s sovereignty.
Nature Valley Commercial/Food Inc essay
Commercials serve one purpose in today’s world, and that is to sell something to a target audience. Corporations spend millions of dollars trying to craft the perfect ad that will stick in the consumer’s head and maybe persuade them enough to buy the product. That product can be anything; it doesn’t even have to be consumer goods, ideologies and agendas are sold just the same way through a visual argument presented to every eyeball glued to the T.V screen. The same can be said for General Mill’s ad promoting Nature Valley Oats N’ Honey granola bars. A fairly short ad that doesn’t scream, “Buy our product!” but is effective in its use of location, actress and music. The subtle nuances of these elements are what make it a compelling visual argument without giving the viewer any information about the product itself. The question that needs to be asked is how honest is this advertisement about its product and the company that manufactures it, and what were the driving forces behind making an ad such as this.
The commercial starts out with a shot of a beautiful blond haired woman looking at the perfectly opened Nature Valley Bar with a contented smile on her face, wind gently blowing her hair and she takes a small bite, smiling while she chews. The golden sun shining on her perfect skin is the pinnacle of health, she is almost radiating health as she enjoys a “100% Natural” Oats N’ Honey bar. The camera then circles her face to show the evergreen trees and rugged mountains behind her as it finally gets over her shoulder and pulls back to show the beautiful Montana mountain range she’s gazing upon. As the camera pulls out further it the scene is shown to be imbedded in a granola bar that is drawing its ingredients together and finally is wrapped up in its iconic green wrapper as the words “The energy bar nature intended” scrolls along the bottom. This quick and effective visual display of natural beauty was coupled with the soothing narration of a woman’s voice and the repeating electric guitar chords from the song Live Spark by Andrew Britton that gives the sense of accomplishment or possibly emphasizes the sex appeal of the model in the scene.
The main point of this ad is that eating a Nature Valley bar brings you closer to nature, because it uses 100% natural ingredients and that it’s a healthy choice. They are trying to appeal to the 20-30 something year olds who enjoy the outdoors or those who wish they could. By using the beautiful blonde model Nina Bergman they are trying to show that you can be as beautiful and healthy as she is by eating the bars. That is another point of disingenuousness, there is no possible way that a nature valley bar can be eaten as portrayed, it would crumble and crunch, require a good deal of jaw movement and not many people can chew a crunchy brick-like bar such as these with a Mona Lisa smile on their face the entire time.
The nutritional value of the bar is clearly implied by the actress used, but the overall feeling of consuming a Nature Valley bar is given by the location used and words said by the narrator. Nature Valley has undergone a shift in its ad campaign. It is now marketed as the natural energy bar to be enjoyed while hiking mountains, biking through forests ect. By show the majestic mountains of Montana they are appealing to the aspirations of a generation of independent and environmentally conscious Americans. There is no logic or real reasoning behind the idea that Nature valley bars bring you closer to nature, only the ambiguous title of being “100% Natural” and the marriage between the images of nature and eating the granola bar. It is this vague sense of organic-ness that sells the bar. There are many granola bars on the market, all with varying levels of industrial production involved, but the name Nature Valley is clearly trying very hard to appear to be the most nutritional and environmental conscious choice. How natural or nutritious these bars are is the real question that should be going through the minds of anyone viewing this commercial.
As to whether or not these granola bars are bad for the consumer is fairly subjective, it depends on how thorough they want to be about all the ingredients and manufacturing processes that are involved with the bar. Compared to a regular candy bar, the Nature Valley bar is a healthy choice, with only 190 calories per package, but most consumers will be sitting around, not hiking the mountains, while eating the bars. Therefore its misleading to market these as health bars, as respites from the modern office grind as they do in other commercials, for any extra calories while being sedentary will lead to weight gain. It does not matter whether or not these are “100% Natural” calories or artificial calories, the body doesn’t know the difference. There is a difference in the terms however, a very subtle but important difference.
As Monica Eng outlined in her article for the Chicago Tribune entitled, “Organic vs. Natural a source of confusion in food labeling”, the use of the term Natural to describe a food product is directly related to the company’s desire to cash in on the growth of the Organic market while simultaneously offering a slightly cheaper version that seems the same. In her article she describes the actions of dairy company Dean Farms, which chose to roll out a new line of “Natural” yogurt. The reason that this action is seen as regressive is because the company previously had a line of organic products but the Natural brand name was a cheaper solution that would bring in more profits while devaluing the farmers that have to struggle with all the FDA regulations concerning the label of Organic.
The owner and distributer of Nature Valley is of course General Mills, the sixth largest food company in the world which markets the bars as a better-for-you snack and as such has seen their sales of said bars increase by 15 percent in 2010. This is representative of the whole foods and whole grain health fad that has gripped the Baby Boomers and Millennial’s. Nature Valley Bars have been marketed as the healthier choice for people who want to be active since its inception, but it has really found a niche now that the organic market has increased to $46 billion by 2007, when this Nature Valley commercial came out. The term natural is largely defined by the producer themselves and not by the FDA. So the sources that the ingredients are derived from may be “natural” but their production still involved the use of tons of pesticides, herbicides, possibly GMO crops and other non-organic products.
Willer, Helga; Kilcher, Lukas (2009). the organic world homepage "The World of Organic Agriculture. Statistics and Emerging Trends". Bonn; FiBL, Frick; ITC, Geneva: IFOAM.