In this critique challenge, I already choose 2 advertisements to share with you all. First commercial is (Independence Day 2007, Sampan) and secondly is (Independence Day 2008, Aiman ). These commercial are produced by PETRONAS. These commercial was directed by the late Yasmin Ahmad. We should applaud her achievement because these were the best commercial ever….. One criterion has been set based on relativism.
Based on these commercials, I have looked there have their own criterion. From criterion references, the criteria is about the culture of community a place. First commercial (sampan), show to spectators that some communities in a place not appreciate various subsidies and assistance given. But it will still not be able to stand on its own and independent. While the second commercial (Aiman) show that the child always ask his father for his desire. Then, father (abah) always allegorical to his son because their families whatever capacity with other family. Eg: father said, “kalau lah pokok cempedak abah tuh berdaun emas,jangan katakan kereta kayu, kereta kebal pun abah boleh beli”……..
From the norm references assessment, the culture of the first commercial and second commercial are different. This is because when someone want achive their desire,they have to work hard and be patient. These show when (second commercial ) Aiman always ask his father for his desire but abah always allegorical. But Aiman never give up ,he is very creative and hard working for build his own pedal car compared to second commercial (Sampan) when that man, boat manufacturer(pakcik) is lazy. He always give reason that he can not afford to make the boat more. He just dependent on subsidies only.
So, the audience should be able to remember full of the video (Aiman) after a long time as compared to (Sampan). This is because they use several Principles of Advertising in above advertisement that is Use Humor: Use a Metaphor,Give Off a Feeling, Stand Out and Be Memorable,Not Make audience think too much,and Clever and Creative.
We cannot use subjectivism because the doctrine that knowledge is merely subjective and that there is no external or objective truth. Besides,objectivism quite not suitable in making aesthetic evaluation because it is only belief in certain things,especially moral truths,exist independently of human knowledge or perception of them. The tendency to emphasize what is external to or independent of the mind. Then,for the criteria of emotivism,it is also not suitable in making aesthetic evaluation because it is an ethical theory which regards ethical and value judgements as expressions of feeling or attitude and prescriptions of action, rather than assertions or reports of anything.Moral judgments do not function as statements of fact but rather as expressions of the speaker’s or writer’s feelings and the emotions are essentially physical in nature, and bodily changes come before, and cause, emotional changes.
As a conclusion, the criteria of relativism is most suitable in making aesthetic evaluation better than other criteria. There are subjectivism,objectivism, emotivism.
