Page 181 exercise: Rubin's Essay

1. Rubin believes that Coca-cola is very lucrative and effective in tailoring their ads to the modern day culture, and that we can gain insight into trends of today by analyzing the ads that companies provide us with. The evidence is shown mostly in her first ad, just after World War 2, supporting military and a male dominated society of the time.

2. The context Rubin provides is in World War 2 and just before the Korean War, which is her biggest example which she refers back to repeatedly in the essay. The information shows how her argument is valid continuing from then on and into today's society.

3. We can see what the culture and politics of the day think of their people in ads, but we cannot generalize too greatly with these evidences as the companies are trying to appeal to specific demographics. We can really see what companies are hearing about from the media by seeing what they put in their ads, though we still would need further analysis of the media than an ad to answer the questions about how our culture is.

4. I could not find a contemporary ad as I do not watch modern day contemporary or TV commercials as much, and most are idealized video game commercials.

5.An ad I know of is the ad for the video game Dying Light, a parkour oriented game where the player is able to climb and move about through the world while zombies creep below. It shows the thrill of movement and parkour that many Americans see and wish for, pumping the adrenaline and going through fighting. The words in the ad "Good night, Good Luck" present a feeling of the night being dangerous in the world that the player inhabits, wishing them luck to bring a more personal attachment.