Pop Culture: Popular Culture

Popular culture as culture industry, it predominates our daily life. The most obvious example is advertising. While technology develops drastically through out these decades, advertising floods over every inch of our vision. You can rarely escape from being advertised because it appears in all possible channels. Bombing from the television in public transportation to occupying a web banner in the Internet, advertising squeezes to the every single corner. Advertising is notorious to annoy spectators. Nowadays, advertising is no longer a quiet and passive still image to plead your attention but it actively provokes your sensation in a new form of advertisement – micro-cinema. The message embedded in the advertisement can be delivered in a softer

In 80s, Sovil et Titus’ slogan “Love lost is perhaps the love remains with you for all time”(不在乎天長地久，只在乎曾經擁有) is not accurately translated in English. The translation obscured the emphasis on possessing of a temporary love, which is also signifies the watch, is more important than chasing for the eternity of love. As for 2000s’ “Time is Love” series, the signifier of watch represents the length of time and signified love. The idea of these two series seems to be opposite but referring to the same urge – love can be purchased. This is not an ordinary watch but a classy and luxurious one that is a testimony of love. The love affair is epic and endurable with time. The advertising promises the customer of a virtual existence of

What has Sovil et Titus invented to improve the quality of their product during these 30 years? You can hardly tell the discrepancy by watching the advertisements. The left value of the product is only about the semblance of competition and range of choice (P.3). Thus, the function of advertising constitutes the prestige as a symbol of a romance representative for the brand; it authorizes itself to speak of love for you. Everything is already classified for the customer to follow the same action. The advertisements series covered all stages in love. From the having a crush with someone(These three years,2011), break up(Time is love, 2010), get married(100years of love, 2012) until the death (Time tree, 2013); the product caters all your needs. Only when the brand image is established, the glamour of owning a Sovil et Titus watch is persuasive to a spectator-buyer to constitute the self-image to be envied. Without telling any details of your love story, the other will directly understand that you are experiencing a memorable love affair. This is promised by the branding’s