About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad

By applying the semiological analysis, this paper considers planned and unplanned readings of a provocative domestic commercial, which, in order to convey its message, transposed the Little Red Riding Hood’s character in accordance with the advertised product – Durex condoms. This commercial caused...

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Autor principal:	Dragana Antonijević
Formato:	article
Lenguaje:	EN FR SR
Publicado:	University of Belgrade 2016
Materias:	Anthropology GN1-890
Acceso en línea:	https://doaj.org/article/833af1219bd240e8965e8defa84440e9
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spelling	oai:doaj.org-article:833af1219bd240e8965e8defa84440e92021-12-02T06:28:21ZAbout the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad0353-15892334-8801https://doaj.org/article/833af1219bd240e8965e8defa84440e92016-03-01T00:00:00Zhttp://eap-iea.org/index.php/eap/article/view/533https://doaj.org/toc/0353-1589https://doaj.org/toc/2334-8801By applying the semiological analysis, this paper considers planned and unplanned readings of a provocative domestic commercial, which, in order to convey its message, transposed the Little Red Riding Hood’s character in accordance with the advertised product – Durex condoms. This commercial caused furious reactions of parents who took legal action for breaching the Law on public advertising and, especially, "harming children’s sensibility and integrity". Provocative billboards also caused numerous comments in the daily newspapers, in the Internet chat rooms, with some considering the commercial vulgar and offensive and others having no problem with it, adding that the ones who took offence belonged to those puritan and conservative layers of the society. In order to discover the reasons to this kind of reactions, I started with researching how the commercial was made and what kind of message it offered. Next, I reconsidered the meaning of the very fairy tale "The Red Riding Hood". Its original version, which contains open sexual allusions, is quite different to the changed versions offered by Charles Perrault and the Grimm brothers. Their versions can be seen as fakelore, since they outrageously intervened on the plot and the meaning of the original fairy tale. However, since the Grimm brothers’ version is the most popular, it is a fact that our public reacted with such anger led by the meaning of their version, which accentuates overeating and cannibalism, and not sexual development of girls, which is the basic message of the original version. This is where the "communicational noise" that led to those negative reactions came from. By discovering the true meaning of the tale, the answer is given to the question whether the advertising agency made a slip up, or it had actually found the right way to communicate the hidden message of the tale, and at the same time ruin the advertising campaign for which it was used. In the end, range and possibilities of the social semiological analysis of commercials are considered.Dragana AntonijevićUniversity of BelgradearticleAnthropologyGN1-890ENFRSREtnoantropološki Problemi, Vol 3, Iss 1, Pp 11-38 (2016)
institution	DOAJ
collection	DOAJ
language	EN FR SR
topic	Anthropology GN1-890
spellingShingle	Anthropology GN1-890 Dragana Antonijević About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
description	By applying the semiological analysis, this paper considers planned and unplanned readings of a provocative domestic commercial, which, in order to convey its message, transposed the Little Red Riding Hood’s character in accordance with the advertised product – Durex condoms. This commercial caused furious reactions of parents who took legal action for breaching the Law on public advertising and, especially, "harming children’s sensibility and integrity". Provocative billboards also caused numerous comments in the daily newspapers, in the Internet chat rooms, with some considering the commercial vulgar and offensive and others having no problem with it, adding that the ones who took offence belonged to those puritan and conservative layers of the society. In order to discover the reasons to this kind of reactions, I started with researching how the commercial was made and what kind of message it offered. Next, I reconsidered the meaning of the very fairy tale "The Red Riding Hood". Its original version, which contains open sexual allusions, is quite different to the changed versions offered by Charles Perrault and the Grimm brothers. Their versions can be seen as fakelore, since they outrageously intervened on the plot and the meaning of the original fairy tale. However, since the Grimm brothers’ version is the most popular, it is a fact that our public reacted with such anger led by the meaning of their version, which accentuates overeating and cannibalism, and not sexual development of girls, which is the basic message of the original version. This is where the "communicational noise" that led to those negative reactions came from. By discovering the true meaning of the tale, the answer is given to the question whether the advertising agency made a slip up, or it had actually found the right way to communicate the hidden message of the tale, and at the same time ruin the advertising campaign for which it was used. In the end, range and possibilities of the social semiological analysis of commercials are considered.
format	article
author	Dragana Antonijević
author_facet	Dragana Antonijević
author_sort	Dragana Antonijević
title	About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
title_short	About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
title_full	About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
title_fullStr	About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
title_full_unstemmed	About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad
title_sort	about the little red riding hood, durex and anger: production, meaning and reception of one fairy tale and one commercial ad
publisher	University of Belgrade
publishDate	2016
url	https://doaj.org/article/833af1219bd240e8965e8defa84440e9
work_keys_str_mv	AT draganaantonijevic aboutthelittleredridinghooddurexandangerproductionmeaningandreceptionofonefairytaleandonecommercialad
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About the Little Red Riding Hood, Durex and anger: production, meaning and reception of one fairy tale and one commercial ad

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