Kill Bill Vol.1 as an Advertisement

Kill Bill Vol. 1 as an Advertisement

The institutions that contribute to modernity are numerous and vary greatly. They cover a wide range of social aspects as well as other aspects that come together to form a new type of societal understanding, one that is vastly different from the one that came before. This “new” societal understanding encompasses new ways of thought, of lifestyle, and of perception of the world in general. One institution in particular, that of mass media, has transformed the way in which sights and sounds are transmitted, perceived and even understood. It has even transformed the action of consumption. One medium in particular has arguably done more for mass media than any other, advertisement. Advertisement is one of the oldest forms of mass media and is still prominent in society today. It is also a heavily saturated medium. Although advertising is a strong medium on its own when discussing mass media, advertising coupled with other mediums produces an even grater impression, reflecting upon the course that modernity has taken to include both consumerism and capitalism.

The film Kill Bill: Vol. 1 (2003), directed by Quentin Tarantino is an example of dual mediums existing within one single medium. A trademark of Tarantino’s is the inclusion of a fictional brand of cigarettes that appear in a number of other films that he has directed or has had a hand in writing such as Pulp Fiction (1994) and From Dusk Till Dawn (1996). Red Apple Cigarettes can be prominently seen as Uma Thurman’s character of The Bride is seen walking through a Japanese airport. The advertisement also features a woman, who, if the viewer is being attentive, will recognise as one of the minor characters (Sofie Fatale) within the film.

Although this brand of cigarettes does not exist, it can still be seen as influential to the viewer. “It can be seen as a form of product placement, a one-way communication with the audience” (McPherson 2008). Upon first...