Dance Commercial

By Author: Sherry Roberts
Total Articles: 99
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Introduction
The main purposes of dance in advertisements are to improve the appeal of the commercial. Scholars have done research, and they argue that dance increases likeability of advertisements and improves consumption. Some argue that dance is feminine in nature while others remain with the belief that such a conclusion is incorrect (Walter & Altamimi, 2011). From the birth to until death, the human being is in movement. The main difference between dance and movement is because dance is intentional, and change is inevitable. A dancer’s awareness, purpose, and attention make action symbolic (Kelly, 2015). Dance as an art form has been there for ages. The historical Greeks and Romans made use of dance in their theater epics. Dance has become the mainstream of TV commercials and trade shows. Theoretical dance reflects the culture of the time of the creation of the dance. Some are just about the place of the production (Nudd, 2013). Many are a mixture of traditional and modern dance forms. There are various dance forms that appear on TV including ballet, jazz, modern, tap and other cultural styles like African ...
... and ballroom.
“Baby &me” Evian dancing commercial
In a commercial in 2013, Evian Water Company used dance to get the attention of the viewers. The adult performers see themselves as babies in the mirror, and a very exciting dance starts. Evian Water Company uses kids as a trademark for their brand (YouTube, 2013). The legacy was born in 1935 in France as they widely made recommendations for infants. Up to date, it is the most widely prevalent water for use by mothers for their children. The performers do break dances throughout the advertisement and try to show the effect of Evian water for anyone who drinks it. The performers are of different ages and come from different races. They all join to have that dance in front of the mirror that reflects the babies inside of each of them(YouTube, 2013). The YouTube video of the advertisement already has more than 100,000,000 views and still counting. It is entertaining as it is educative. There is also the use of humor by showing small babies who n real life can barely walk, doing break dances.
Purpose of dance in the commercial
a) The dance is a way of staying fresh
The director of the brand, Remi Babinet, talks about the advertisement and their attempts to stay clean in the market (Nudd, 2013). That way they sell the slogan “Live young” to their consumers to make them see the other side of adulthood that Evian water connects.
b) A mode of communication
The advertisement communicates to the viewers without having to use words. The idea of the publication is to show a symbol of purity and youth like that of a baby. The advertisement then connects that experience with the use of Evian water (Nudd, 2013). Most viewers will then be inclined to ask themselves if it’s true and somewhat desire to have that similar experience.
c) A representation of the brand
The company, Evian Water Company, want to brand their water as what keeps grownups young at heart. Therefore, they associate the advertisement with kid dancers. It is another way that symbolizes vigor and youthfulness simultaneously (Walter & Altamimi, 2011). The attention of the viewers is on the dancing society and connecting what they do on the advertisement to their everyday life. No one wants to grow old, and when they do, they all want to become young again. The company hopes to convince their viewers that drinking Evian water will help live young.
d) A tool for social interaction
The dance is a discourse that builds the world both socially and culturally. Politically, the dance shows the dancers who appear in groups. Both the babies and the grownups seem dancing together or serving as each other’s audiences. Dance becomes the primary tool for social interaction that brings together people from different walks of life. The dancers do not require communicating verbally, but just join a man dancing in front of the mirror (Nudd, 2013). The occurrences connect very closely to the real world that the viewers live. The dance serves as the link between these people from different races, ages and even gender. Moreover, the cultural discourse that appears in the advertisement shows how different races come together in a simple dance. There are white, African American and Latino dancers in the ad. However, the advertisement does not dwell on the cultural differences of the different races to differentiate them from each other. In the dance, every race is equally significant. Their dance is all at the same time, in that same mirror. All the dancers love and respect the other dancers’ movements.
Impact on the appeal of the product
Usually, the world at large associates babies with being cute, young and lively. The Evian advertisers wanted to connect the kids to the Evian slogan “Live young”. It is a form of directing the viewers to desire the meaning of the dancing children that is young and energetic. The advertisement transfers the qualities in a baby to the product (Walter & Altamimi, 2011). A commodity sign arises from the conjoining of the images and the brand name. Similarly, Evian makes a meaningful name for itself; the youthfulness of kids is their commodity sign.
Conclusion
Dance has physiological results in relation to pleasure, excitement and relief. That makes it biological. Moreover, dance if a form of communication which does away with verbal communication. Movement makes communication by body language with more sophistication than speech. Dance is a mode of transmission of ideas (Kelly, 2015). It will appease the human creativity that only it can explain. Dance allows us to have a global moment at any particular moment. Between reality TV shows and music videos, advertisers are very eager to get to action (Walter & Altamimi, 2011). Dance sells. It is an emotional and visual sense of appeal to viewers. It cuts across wide range of tastes, races, age groups, cultures, and activities.
Brands benefit substantially from that kind of association and dancers get a world of eyes watching them dance. The Evian Water Company tries to establish a consumer base in the audience. The advertisement shows a global dancing culture coming from performers of different races, gender and ages (Kelly, 2015). The dance with babies makes a linkage to global consumers of the product by connection of their pictures to make a remarkable Evian advertisement. The company attempts to maintain the current clients and at the same time introduce new ones who don’t know about the brand yet. It enhances the feeling of a global village by giving people a sense of global togetherness.
 
References
Kelly, D. (2015). The Selling Point. Dance Magazine, 89(1), 90-94.
Nudd T. (2013). Ad of the Day: Evian BETC brings back the babies, and this time they want to dance with you, Retrieved from the Journal of Business, on exploring dance in advertising and its influence on consumption and culture using an online survey method
YouTube video (2013). From dancing with my baby-me. Evian Live Young. Music: Here Comes the Hotstepper - Evian remix by Yuksek Download on iTunes

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