Eng 101

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2 marks- 5. Behind the screens- giving specific examples of the films that you watch- How have films become commercialised and why does this matter?

Commercialism is included in various aspects of our daily lives. They are on the billboards, on the internet, on tv exc… To be more specific, many products such as tobacco, alcohol and car are shown in the films. Many commercialist purposes are obviously seen in some scenes of these films. Cigarette is the mainly used item in most of the films. The strong and charismatic characters such as heroes, mafia patrons or leaders hold cigarettes in their hands. They seem more mature to the people. Therefore the audience thinks that smoking provides them a popular and cool visual look. The audience admires actually their social position in the society and they believe that if they also start smoking they will become popular and cool as they are. In addition to that, including tobacco products very wisely creates an idea which is to smoke is a normal thing which should a part in the daily life. Most of the individuals begin smoking because of the mood of normality of smoking in the films. For example, there are more than 50 scenes in which the tobacco products appear in the film “Fight Club”. These kinds of films make the cigarette as a part of our daily lives. Without realizing, these people become the new customers of the tobacco companies by the help of commercialism in the films. Moreover, tobacco products are not the only things that are included in the movies in the purpose of commercialism. Surely, alcohol is as common in the films as cigarette is. To glamorous outlook of whisky in the trilogy of Godfather, affects people very deeply. Seeing Alpacino’s holding the whisky in his hand with a charismatic and cool style triggers people at least buy a bottle of whisky and try it. He symbolizes a man who is able to rule many people and who has the power to kill anyone he wants besides these he drinks alcohol. Most of the viewers think that he drinks whiskey and he is very much powerful in the society therefore if they drink the same thing they will become a ruler and have that much power as he does have. Furthermore, people see the life full of luxury in the films and they admire that way of living. Fast and beautiful cars are just one item of this luxury. In the film “Batman”, his car is very fast, unbreakable and it throws missiles. It seems that this indispensable car makes him unbeatable and powerful in front of his enemies. the individual who sees this movie, start to think that he or she should have that kind of a car to be more mature, cool and strong as he is. To sum up, commercialism in the films causes a desire of the people to these products. The companies have a common goal which is to augment the number of their consumers and enlarge the area that they appeal. However this causes people to start smoke or alcohol even though they become addicted to alcohol or tobacco products. Another perspective is that they may become depressed because they can not afford luxury products that they have seen in the films which they desire very much. In short, some products are used in the films to make society consume them more and more.