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Feryal Günal, Zafer Tural
Later on in the commercial film, the effect of chord, which is clanged with the
crescendo dynamic by way of choir’s dominant and tonic voices with digital sound effect in
accompaniment of the 3D animation of chips pieces which appears in slow-motion and close-
up, comes. The resonance of choir formed with stretchy sounds is a mystically and religiously
coded expression. This resonance is the vocalized version of stretchy sounds in organ which
can be seen in Renaissance and, especially, in Bach’s work. This expression presents the
moment in which we can see animation of chips pieces as mystical. With the crunch sound
formed by chips’ eating which is added at the end of effect, the moment of metamorphosis is
completed; the magical situation has passed, and the reality is back. With this transformation,
the ‘b’ theme of canto is vocalized electronically. The using of ‘b’ theme, which is followed
by ‘c’ theme constituting the chorus part of the complete canto, is the messenger of the joy’s
onset. Vocalization of this theme electronically with pretty childish sound creates and
atmosphere which can soften the sharp transition from mystical world to amusement world.
The scream and applause effects in the subsequent of metamorphosis codes that the
given message is accepted by the audience, and those effects are heard with choir’s dominant
and tonic ending (ideefix 2). In this time again, the image which is focused on Fox and the
heard choir effect create similar effect, which is created for the product, for Fox. Canto starts
enthusiastically with the choir’s beep syllable and the ending cell going from dominant to
tonic we heard at the beginning. The audience will be able to listen the complete canto in the
accompaniment of the slow-motion walking performance of Fox.
After the silence which is formed by the Huysuz Virjin’s angry interruption and her
request for introduction from Fox as the song is ending, one beat theme which does not show
similarity with the melodic structure of canto performed by the piano and saxophone is heard
while Fox is viewed with her sexy words and body movements. It is not a coincidence that
this theme is in the style of jazz. Beside from the popular music’s association with sex, the
obvious coinage of sexual implications or expressions into the music starts, firstly, with jazz
genre. In the onset of XX century, the lyrics of jazz and blues songs stood out with their
sexual intensity and they were exposed to harsh objections. Being one of the pioneers, Mamie
Smith’s songs with lyrics “You can’t keep a good man down” was held widely despite those
objections and its sexual content.
After jazz, with the formation of rock and roll,
Elvis lead the
sexuality of Little Richard and the others. Afterwards, sexual themes, 1960’s onwards
increasingly affected all genres of popular music in a way. Description of sex in popular
music started to be presented in a much ruder and more explicit way (e.g. George Michael ‘I
want your sex’) and the graceful and implicit attitude of jazz and blues was started to be
abandoned (Brown, Steele and Childers 2008, p. 254). Sex, which is only one of the meaning
codes that Jazz carries socially, had an integrated social code with jazz because
jazz is the first
genre shouldering this burden.
While Fox is continuing the advertisement of product with her sexy manners, we hear
a jazz theme, after a while mixing the sound of jazz and canton. Our hearing canton patterns
as jazz makes us ready to move to the entertaining part. Upon the desire of audience, canton
starts enthusiastically while Virjin getting angry and the sexy atmosphere turns into a funny
atmosphere. “Beep”, the beginning pattern of canton finishes with the slogan “Doritos
Akademi” (idefix2). “In general meaning, canton is a brisk, easily remembered song usually
sang by a woman when the orchestra and dancing are going on at the same time, having the
good qualities of its own time (Özbilen 2006, p.6).”
R. Ayangil describes canton as example of “lower culture music” that contributed to
change of the sexual culture when society longing for “the modernization” starts to change
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The Semiotics Analysis Of Film The Commercial “Doritos”
their values at the time of competition of western style theatre and tuluat theatre (Ayangil
1994, p.4). Canton is one the oldest types of music that has the impact on formation of
Turkish popular music. “While M z ka- Humayun was established in Ottoman Palace, theatre
rooted canton and operetta became popular in cities. With republic era, tango, rumba and jazz
were added to nightlife. These kinds which were sung in original language at the beginning
were translated into Turkish, localized and formed the repertoire of nightlife places (Dürük
2011, p.36).
Canton has four different periods according to place of performance. Tuluat theatre
period, (1880-1920), 78. 45 and 33 rsm discs period, casinos period (1950-1980),
revitalization of old traces period (1960-1965), Ramadan entertainment period (1980-…). The
oldest record of “Ben Kalender Meşrebim” canton belongs to Agopos Efendi (192?-193?).
This song, which many canton singers sang were recorded by Aylin Asl m in the tunes of rock
music. A widely known song used in the advertisement is one of the most distinct hooks
which make it easily remembered. Because of its historical development in Turkish history,
canton, coded as a music genre with woman and sexuality, overlaps with general
characteristic of the advertisement which stresses sex and show business. This helps
advertisement to be remembered easily.
The Rewritten Lyrics
of the song and Its Form
ideefix 2 bip bip…
A a We were great with Fritos Shots, we have brought Megan Fox.
b We wished
a favour for everyone, and it happened.
B c Took a few steps, looked around.
d It has been a little [BEEP!]. [BEEP!] [BEEEEP!]
A a She has Fritos Shots’d, haters hated.
b We all felt weird here and now.
B c Her body is a knockout, her gaze burns.
d It has been a little [BEEP!]. [BEEP!] [BEEEEP!]
Final Phrase a1-b1-ideefix1 [ bipbiri bipbiri bip....]
commercial
İdeefix2 - II: A(a,b) B (c,d) :II - Final Phrase A1 (a1,b1,ideefix2)
Result
Communication tools developing with communication technology are in the effective position
for both social and cultural effects. Mass media giving messages about how to describe the
world, how to live is nowadays far from giving messages but finds the language of affecting,
persuading, manipulating and dictating. The expression language formed with repetitions and
connotations becomes the most widely used language of advertisement. Repetition makes
people realize, learn and dictate extremely. And this dictation manipulates audiences while