(by Jeff Vinet)
In our growing world, technology across the globe is advancing at a rapid pace. These advances in technology allow artists to use new methods for expression. The website youtube.com is one example of how newer technology aids expression. Through youtube.com, average people can create videos ranging from concerts they attended to satirical commentaries. This website serves as a venue for a limitless range of talent. On this website, I found a hilarious satire of energy drink advertisement.
A video named Powerthirst posted by a user named picnicface caught my attention. This user is in fact a comedy troupe located in Canada composed of eight members. The video was produced for comedic purposes and functions as a commentary of over-energized advertising.
Convergences defines message as “what a text is saying” and the message of Powerthirst is of denouncement (Atwan 6). The point the video serves is for amusement and also for the criticizing of overhyped advertisement used so frequently by “health” products. Most commercials used by weight loss products, vitamin supplements, and energy drinks are adrenaline-fueled, fast-paced whirlwinds of advertisements. Generally, the narrator energetically calls out the various benefits of the product in an attempt to grab the viewer. Usually, the narrator yells at the very end to “try our product now!” In my experience, this type of advertising is borderline abrasive and not very effective. Through the use of satire, Picnicface conveys their message that overhyped fitness product commercials are not effective, filled with annoying puns, and generally are a waste of advertisement.
Convergences describes method as “how [an author] goes about saying [a message]” (Atwan 6). The method of Powerthirst is comedic video satire of this style of advertisements. The opening scene is the narrator screaming “hey you!” just as in the manner of the actual commercials that it is parodying (picnicface). The next scene shows a picture of a man who is unnaturally muscular, implying that the Powerthirst energy drink can make you so buff. Most of the commercials for fitness products present a muscular man and a fit woman. This picture of exaggerated muscle development mocks the fitness commercials. Next Picnicface satirizes the names of energy drinks. Many of the products in the health fitness market have puns included in the name. Picnicface comically ridicules these names by saying “What’s that? You want strawberry? Well how about RAWBERRY!” (picnicface). The narrator’s crescendo of intensity and diction parodies many health commercial styles. The overzealous, absurd nature of the diction used mocks the actual methods in practice by some fitness corporations. In the next scene, the announcer proceeds to shout random buzzword terminology that so often litters fitness advertisements. He starts shouting “science, energy, science, energy, electrolytes, turbolytes, powerlytes, more lytes than your body has room for!!!” (picnicface). This excerpt is a perfect example of Picnicface’s satirical style. The narrator begins shouting random fitness jargon that seemingly has no purpose. Many real energy drink commercials use scientific terminology to promote their product by making it sound advanced. This repetitive buzzword technique reappears moments later when describing what a person who ingested Powerthirst can accomplish. Powerthirst enables a person to partake in “power running, power lifting, power sleeping, power dating, power eating, power laughing, power spawning BABIES!” You will have “400 babies” who if you feed your babies Powerthirst, they will run as fast as Kenyans and be deported back to Kenya (picnicface). The absurd chain of thought that this quote exhibits mocks the exaggerated results of consuming normal energy drinks. This ridiculous excerpt continues to build as it progresses, adding to the irrationality of the situation to the extent that the viewer cannot believe that the announcer is saying it. All of these outrageous, overdramatic statements contribute to the central message of the video. Through the use of absurdity in mocking the energy drink market, the Picnicface group conveys the message that fitness commercials are all overhyped. By ridiculing this type of advertising, Picnicface questions as to how these laughable commercials could work. The method of this video is integral in the way the message is conveyed. Picnicface could have made the video serious and delivered the same message. However, they chose to express their message through a highly sarcastic and satirical work of art. The combination of highly dramatic images, overzealous narrators, and amusingly hardcore text creates a hilarious video commentary on the nature of energy drink commercials.
Medium refers to “the various channels of communication by which expression is transmitted” (Atwan 11). The medium in which this video is presented is the internet. The video is only accessible in cyberspace through various websites, which gives a distinct advantage over television. Unlike television, the internet medium gets “a direct line of communication between content and audience” (Arnold). The artist knows almost immediately what works and what doesn’t. Picnicface utilizes the internet to deliver their latest videos for the amusement of the audience. The audience of the video is any person visiting youtube.com, or a similar site, and clicks on their video. In addition, 2204 viewers have subscribed to Picnicface’s account and the video Powerthirst has been viewed nearly two million times. The audience of Powerthirst generally consists of men in their teens and twenties. I’ve mentioned this video to several of my friends and most have seen the video. The absurd style of humor that the video contains mostly appeals to this age bracket, however, the video is available to anyone with an internet connection. Picnicface produced the video Powerthirst as amusement for this audience. Picnicface comedy troupe’s goal is to make people laugh, but in doing this, they also convey their personal beliefs through their message against poor advertising.
Today’s society is becoming more health and time conscious. As a result, a greater number of people are consuming energy drinks like Redbull to focus and stay awake for longer periods of time. Society’s demand for time-adding consumables is expanding the market for energy products. Since energy drinks often use over-exaggerated advertising, their amusing style of promoting their products creates a market for commentary. In Powerthirst’s case, satire is the method of commentary on this cultural demand for more time in the day. Picnicface’s Powerthirst is a great satirical work that accomplishes both its goals: to amuse the audience and to deliver its statement against absurdly overdramatic, shallow advertisement.
Bibliography
Atwan, Robert. Convergences: Message, Method, Medium. 2nd ed. Boston, MA: Bedford/St. Martin's, 2005.
Arnold, Thomas K. “Funny Business Going on Online.” USA Today May 1, 2007: 6 Academic Search Complete. http://www.lib.lsu.edu/apps/onoffcampus.php?url=http://search.ebscohost.com/login.aspx?direct=true&db=a9h&AN=J0E384368558307&site=ehost-live&scope=site
Picnicface. (May 28, 2007). Powerthirst. Retrieved October 1, 2007, from http://youtube.com/watch?v=qRuNxHqwazs
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