I explored the online brand, www.whitegoldiswhitegold.com, which was one of the examples that our teacher Mrs. Gallicano showed us in class last Thursday. The website features this little rock band consisting of one male lead singer and two female twins. I chose to look at this particular brand more in depth because I found it very amusing when I first saw parts of it in class. If Mrs. Gallicano had not said the online site was advertising milk, I would have never guessed that White Gold was promoting such product! I originally believed that they were just a band, playing music for the cheesy fun of it.
This kind of brand must be directed toward teenagers due to its attempts of entertaining and attracting the young groups of viewers with the “sex appeal”. As I checked out the site’s privacy policy, I noticed that they gave emphasis on not allowing children under the age of 13 to give out personal information. I’m not sure if that also means that anyone younger than 13-years-old should not enter the site. However, I say that it would be a waste of time for them to get in there. I do admit that some of the music videos can be funny at times, but they’re not of high quality in the comedy sense. For example, sometimes we would see comedy movies that are too silly and stupid to get any laughter out of them. Other times, we would watch movies that are so harebrained that we can’t help but laugh. I think that White Gold has an equal level of both elements.
Plus, I personally find the male singer quite creepy from his wide-opened eyes and the way he grins. I don’t see him as sexy at all and that’s why I put the phrase “sex appeal” under quotation marks. The rock band occasionally drinks or splashes a glass of milk while they’re singing and dancing, but I still think that it’s not enough in terms of milk commercials. Indeed, they’re surrounded by whiteness everywhere at all times. Yet we could easily mistake the pale environment for a snowy or icy region instead of a milky one. Viewers could also be more distracted by the fact that the singer keeps mentioning his long, white hair and they may not even recall that the main focus of the website is about the dairy liquid product.
Overall, White Gold does not affect my attitude or actions toward the merchandise. It was only a little bit engaging when I first saw a segment of one of their music videos because I have never seen nor heard about this online brand before. I don’t feel a sudden thirst for milk when I watch the clips. It could tempt other people but as for me….I’m not the type of person that lets the media influence her that easily.
