Hello readers! This blog is written in response to the Thinking activity assigned by Dr. Dilip Barad sir, Department of English, MKBU. In this blog I am going to deconstruct a Hindi Advertisement of Center Fresh Chewing Gum. But before diving into that, Let's first have introduction of Derrida and Clarify the Concept Deconstruction.
Jacques Derrida:
Jacques Derrida, an Algerian-born French philosopher, left an indelible mark on the late 20th-century intellectual world with his controversial and influential critiques of Western philosophy. Born on July 15, 1930, in El Biar, Algeria, he passed away on October 8, 2004, in Paris, France.
At the core of his philosophical contributions lies the concept of deconstruction, a method he employed in numerous texts. Derrida's deconstruction emerged from meticulous examinations of Ferdinand de Saussure's linguistics and the phenomenology of Husserl and Heidegger. This approach made him a prominent figure in post-structuralism and postmodern philosophy. However, it's worth noting that Derrida distanced himself from the post-structuralist movement and explicitly disowned the term "postmodernity."
What is Deconstruction?
"Deconstruction, a groundbreaking theory by French philosopher Jacques Derrida, challenges traditional notions of language, meaning, and truth. Derrida's work unveils the inherent complexity and ambiguity of language, revealing that it is not a stable medium for conveying fixed meanings. Instead, it relies on a web of differences and interdependent binary oppositions.
At the heart of Derrida's theory lies the concept of 'différance,' a play on the words 'to differ' and 'deferment.' Différance suggests that meaning is not immediate but deferred and contingent on the context. The 'trace' of past meanings lingers in language, influencing the present interpretation.
Deconstruction involves critically analyzing texts to expose and challenge underlying assumptions and hierarchies. It demonstrates that concepts gain significance by relying on their opposites. Derrida's deconstruction dismantles the notion of a singular, stable meaning and emphasizes the infinite play of signifiers, leading to a chain of references without an ultimate truth.
Moreover, Derrida critiques 'logocentrism,' the Western tradition's tendency to privilege spoken or written words as the source of truth. He contends that context is crucial in understanding texts, as meaning is contingent on cultural, historical, and linguistic factors.
Derrida's deconstruction has profound implications across disciplines, including literary theory, cultural studies, linguistics, and philosophy. It challenges prevailing power structures and opens up new possibilities for interpretation and understanding.
In conclusion, Deconstruction is a revolutionary theory that questions the stability of language, the fixity of meaning, and the hierarchies imposed by binary oppositions. It invites us to rethink how we interpret texts and challenges us to embrace the complexities and uncertainties inherent in language and communication."
Generated By ChatGPT(Prompt: Can you tell me in brief about the Deconstruction Theory By Derrida?)
In this blog I am going to deconstruct an 2014 Indian Advertisement of Center Fresh Chewing Gum. Before the decontruction, let's watch the Advertisement.
(Center fresh India)
Throughout the ad, we encounter numerous binary oppositions that draw the attention of viewers and critics alike. The commercial starts with a man experiencing a toothache, and a woman suggests various products such as a particular toothpaste, fairness cream, TV, cement, and memory pills to alleviate his discomfort. However, these products are presented in a humorous and exaggerated manner, creating a sense of confusion for the audience. At first glance, it may seem like an advertisement for a brand named "Ye Wala."
However, the ad cleverly unfolds its true message at the end with the tagline, "Khamosh! In sabko chahiye Ye wala Chewing Gum. Center Fresh, Jaban Pe rakhe lagam."
Upon deeper analysis, the first cycle of "Ye Wala" refers to the people in society who constantly offer unsolicited advice or suggestions without being asked. This aspect of the ad touches on the presence of such individuals in our lives. Additionally, it plays on the abundance of advertisements that inundate our daily lives, trying to influence our choices and preferences.
The commercial adopts a parody approach, cleverly mimicking clichéd advertising styles. It starts with a satirical portrayal of a leading toothpaste brand's advertisement and then rapidly transitions into a series of nested films for "Yeh Wala" brands across various categories like cement, fairness creams, and toothpaste. This approach aims to entertain and engage the audience while subtly conveying its underlying message.
These nested films represent a cleverly constructed Matryoshka doll of clichéd advertising tropes. According to Avasthi, the mastermind behind the ad, it serves as an inside joke targeting the advertising fraternity. This humor would not have been as effective or relevant a decade ago since consumers were not as deeply engaged and connected to advertising back then. The ad cleverly capitalizes on the current era of heightened consumer involvement with advertisements to deliver its witty message.(BHATT)
The one loophole remains to interpret is that the advertisement criticizes the other advertisements by presenting cliched of advertisement. And this point remains open for the interpretation or deconstruction for us.
In conclusion, the advertisement for Center Fresh Chewing Gum artfully deconstructs the prevalence of unsolicited advice and the inundation of ads in our lives. With a humorous and satirical tone, it highlights the need to silence those constant suggestions by humorously presenting a chewing gum as the solution to keep conversations fresh and engaging. And thus provides a loophole to see the binary oppositions.
Work Cited:
BHATT, SHEPHALI. “Time for Center Fresh to move away from 'Zubaan pe rakhe lagaam' tagline?” The Economic Times, 19 March 2014, https://economictimes.indiatimes.com/time-for-center-fresh-to-move-away-from-zubaan-pe-rakhe-lagaam-tagline/articleshow/32241758.cms?from=mdr. Accessed 6 August 2023.
Center fresh India. “Center Fresh Yeh Wala Ad.” YouTube, 18 February 2014, https://youtu.be/RFYG4qF_vXk. Accessed 6 August 2023.
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Worth reading blog👌🏻
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