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M&M Candy Campaign Power Point
- 1. M&M Candy Campaign Jeanette Melahouris
- 6. 1986
- 7. 2008
- 8. 2010
Notes de l'éditeur
- Hello Everyone Today I am going to talk to you about the M&M Candy Campaign. Slide ONE: Some brief history on M&M’s, M&M’s first advertisement was in 1941 during WW2 which advertised a man and woman holding the M&M candy package and looking confused and satisfied at one another. It wasn’t until 1954 when the M&M Candy Characters that we know today were introduced. The “Melts in your mouth not in your hands slogan” was trademarked and the candy came to life, but only on television commercials. In 1980 the candy goes international taking over Australia, Canada, China, the UK, England, Spain, and Italy, just to name a few, this was also when the use of human actors and drawings stopped in their print advertisements and solely used the M&M Characters to advertise. In 1996 M&M Mini’s were born, also allowing customers to create their own M&M’s with faces and expressions. In 1997 Miss Green made her TV debut and increased the M&M sales by 56%.
- Cultural Studies is defined as how a particular phenomenon relates to matters of ideology, nationality, ethnicity, social class and gender, which relates to the M&M campaign. M&M relates directly to cultural studies because it is known around the world as candy which is represented by the two famous red and yellow M&Ms. Their advertisements are clear and translate the same to the different cultures. Their advertisements both print and tv appeal to children and adults of all ages. The M&M characters each have their own personalities and different looks that creates a favorite for everyone person. The advertisements are real life scenarios that all ages go through such as holidays, food shopping, going to school, learning to drive, getting married and so on.
- Therefore, my research question is, “How M&M’s are coded through the years.” By coding the change of the advertisements from the use of real people to the use of the candy characters. Also, the research is feasible because the texts can be analyzed and there are evidence and studies done through scholarly articles.
- I chose to use Glasgow’s Levels of Deconstruction to examine the texts. The first level the LITERAL LEVEL: is the literal meaning of the text, where everything that is visible is mentioned. The people, setting, plot, arrangement, language, dialect, shapes, colors, and music are some of the things most commonly clear to see. The second level the CULTURAL LEVEL is the social message and symbols that appear in the text to make the product desirable. This is used to figure out the meaning and what the ad’s intension and purpose is. The third level the CRITICAL LEVEL is different to everyone that views the text, it is the power within the culture and who has or doesn’t have it. In the text itself, it is defining who has the power within the text and the importance of the power.
- Out of the six texts I analyzed I decided to use ads from 1986, 2008, and the 2010. The first text is from 1986, the year before the M&M candy characters were the main actors in print ads. Literal Level: The literal level shows language, a family having a barbeque which appears to be in their back yard during the summer. The family is made up of a mom, dad, and a young boy and girl. The family is happy, relaxing and enjoying the food the father is grilling. At the bottom we see two M&M characters are also relaxing and the two packages are on display bigger than the two M&M characters. The text on the ad says BRING OUT THE M&MS BRING OUT THE SMILES and THE MILK CHOCOLATE MELTS IN YOUR MOUTH NOT IN YOUR HAND. The CULTURAL LEVEL suggests that the only way to make your family or children happy is by giving them M&M’s which are guaranteed to make you smile! Then at the bottom where the two M&M characters are, they are also happy, smiling and relaxing because they are already M&M’s. This text provides a desire to go on vacation or spend time with your family but making sure the M&M’s are along too. The CRITICAL LEVEL suggests that the power relies within families and children. By the mom handing her children the M&M’s it is saying that the mom and dad have the most power in order to make their children happy. However, the M&M’s are actually the higher power because they are the ones providing families and children with happiness and smiles, not the parents.
- The literal level shows language, an environmental setting, trees, handcuffs, wind energy windmills, a rainbow, eye catching colors, the green M&M character is the main focus. The cultural level is persuasive and provides sexual comedy to get the message of going Green across to the viewers. Also, at the bottom it says MISS GREEN WORKING THE POLLS, the ad was released in 2008 during the election which also puts a second meaning to this ad for placing your vote. The critical level suggests that there is power in the people who vote and are going green.
- The literal level shows language, a pun saying the REDOLUTION not the revolution. Dark browns, blacks, and bright reds. The red M&M taking over the majority of the text, the people are tiny and are carrying pitch forks and knives. The cultural level is a rip off of old communist propaganda posters from the Cold War era. Also, persuading the viewer to go and vote and cause a change from history repeating itself. The critical level shows that the power is in the people who vote and also, proposing socialist ideologies which is the opposite of the American Values.
- In conclusion, my study did provide evidence to support my research question, how m&ms are coded through the years. My evidence included the coding of the M&M Candy Characters through their personalities and appeal to both children and adults of all ages. As for Future Research, I would like to look further into the M&M candy characters and their growth in all of their print and TV ads. Thank you.