99. One of the most common pricing strategies, a psychological trick that everyone knows and uses. It makes everyone's guilt at the moment of consumption eased as the price drops, and false satisfaction is magnified.
"99 francs" reveals a romantic and maddening peculiar to France, which just sets off against the glitz of the advertising industry. Ads are endlessly weaving dreams, or letting people down forever. In the studio, the products, lighting, the looks and smiles of the models are carefully crafted until they appear in the most impeccable poses, inspiring the senses of the viewer. As a dreamer, Octave was not satisfied, because those good ideas for advertising fantasy were rejected by Party A, and the rubbish made by cramming was quickly recognized by customers. In the end, he completed an unprecedented revenge of Party B against Party A, which was to tear off the carefully designed fig leaf of the advertisement, so that the most original motive of the advertisement appeared in front of the audience naked: take out your wallet, we are in a hurry to clear the yogurt Twelve thousand in stock. Unpackaged ads are ugly and absurd, and the truth is always unbearable.
Octave's life is a struggle between the real and the unreal. Advertisements, rhetoric to clients, and the world of drugs are false, while Sofia's feelings and fear of responsibility are real. In the second ending, he chose to let advertising reveal its essence, and he escaped the commercial society full of advertising and consumption, came to a primitive island, and finally met Sophia. However, all this may just be a revolving light before he falls. There are several scenes in the film where Octave appears in the image of Jesus. Even if he is the savior, if he does not succumb to the false rules of the game in the commercial society, then the truth must be obtained through martyrdom.
In reality, however, not many people are willing to be martyred, and most of them are driving towards vulgarity and boredom on the fast lane of consumerism. In fact, most of the anxiety and misfortune of modern people can be attributed to this.
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