It's Cool Cause They Say So
Advertisements are seen everywhere using all different kinds of approaches. They sometimes use direct forms such as flyers, billboards, cars, commercials, and even t-shirts; however, more recently, indirect advertisement-that is, unintended advertising is increasing in popularity. Indirect advertising is common in music, specifically African-American music. Although traditionally African American music has been mostly in ballad form had mostly been love ballads, a new genre of music has risen in the form of rap. Since its birth in the mid 1980's, rap has slowly become extremely popular and has developed into a highly influential force. Rappers have the uncanny ability to shape public thought. African American creativity in the media of music is so powerful that it can dictate what becomes popular. Their indirect advertising creativity is obvious through their songs which are complimented by their videos. Popular rappers unintentionally advertise products in their songs, but because of their influence, the advertisement is successful despite the cost of the products that they represent. "Pass the Courvoisier. Everybody sing it now. Pass the Courvoisier"--so goes the chorus of the song by Busta Rhymes and P. Diddy. The
Studies show how profits have increased because product placement in rap music. Rap does more than just entertain. It effectively advertises. Rappers definitely have an uncanny ability to shape public thought and dictate what becomes popular through aural and visual expression. However, the rappers are not paid to advertise the products in their songs and videos, so the question is then raised as to why they do it? Notice that the products mentioned in their songs and videos are products that are generally expensive. The nice cars, big houses, flashy jewelry, and $300 tennis shoes are all signs of wealth. In doing this, they are saying that they do not need the money that would be paid to them for advertising the respected product. Most rappers come from impoverished backgrounds. Jay-Z says, "Niggaz mad when I brag about the cash I got, but I'm used to not having a lot, I'm from the gutter" (Best of you). Therefore, these expensive products placed in songs and videos are symbols of how far they have come, not attempts to advertise a company's product. The products that are in the songs appeal to the public. A "bubble eyed Benz Coupe" is appealing to the public. Again, the question is raised as to why all of these materialistic things are important? The answer is simple; we live in a capitalistic economy. Everyone is in the pursuit of individual wealth. Everyone wants more than what they have. The luxuries are not seen as a necessity in third world countries. However, there is a demand in America to be wealthy. In a sense, rap is creating a scene where it is disillusioning the public with materialism. In his book The Great Gatsby, F. Scott Fitzgerald creates an artificial world where money and materialistic items is the object of everyone's desire. Mirror images of Fitzgerald's concerns are being portrayed today. Rappers can afford the materialistic items they promote in their songs. The problem is that their listeners cannot. The majority of the rap music aud
Some common words found in the essay are:
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Approximate Word count = 1349
Approximate Pages = 5 (250 words per page double spaced)
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