The Joneses

This film directly points to social reality and reveals how much disillusionment and pain the glorious advertising world can bring to people. Installment payments and luxury loans can tie people to a "lawn mower with audio-visual equipment" sinking in the pool like a noose. Although the script is blunt, the characters are flat and monotonous. But using a "model family" to exaggerate the already commonplace advertising endorsements, and use a magnifying glass to photograph the glamorous demons. It is indeed an extraordinary creativity. According to the director's background information, he is an advertising practitioner. A true "magician" and "dream maker" in modern society exposes his tricks to the audience. It is commendable to point out how much harm will be caused by being captured by the advertisement.

Looking at the Jones family as four commercial models, one can't help but give people a deeper thinking about the deliberate image creation of various stars in order to endorse products. The role of the father is a successful business man, who loves sports, enjoys the speed brought by cars, likes luxury goods such as watches that reflect taste, and also maintains a love for consumer electronics, not to mention the outfits; the role of mother is that he values ​​beauty, salons and delicacies. Keep a good figure; play the son's young and handsome, smart and trendy, needless to say about sports products, and naturally take care of the promotion of consumer electronics; play the beautiful and fashionable daughter, specializing in clothing and cosmetics. Everyone, now we can fill in the four boxes of celebrities that appear in the entertainment version, just like filling in a form? A celebrity we know is intellectual and elegant, so he endorses a large-screen four-primary-color TV set suitable for the large living room of the middle class; a celebrity is simple and sincere, so he endorses car insurance; a celebrity is youthful and dynamic, so he endorses sports shoes... these are active in advertisements Isn’t the spokesperson of the same kind of Jones? Within these external images, is it a failed golfer or a habitual junior?

Through continuous instillation, people have the same understanding: "If I have..., I can...". For example, if I play a daughter in this film, if I wear a certain perfume, I can conquer this man; if I buy these, Mr. Larry, I can regain the love of his wife. When the Jones family held a weird product promotion meeting, everyone was accustomed to it: parents like to show off their daily necessities and gain the respect of others.

Advertising is extremely expensive, exquisitely produced, and free. The coexistence of these three characteristics is worthy of vigilance.

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