Essay On Antropology (Brands) Boxing Makes You Bigger

Everlast is most definitely the leading company in manufacturing boxing products. Everlast has been in existence for the last one hundred years and has served many of the boxing legends the like of Mohamed Ali, Mike Tyson, Sugar Ray Robison and other great boxing champions. Branding of such powerful figures makes Everlast the most trusted company in terms of branding boxing. The fact that the company is still working after 100 years of existence is proof of hard work and endurance. This is manifested in the video as one point that really capitalizes on the cultural aspects of people’s lives.
Boxing makes you bigger is a commercial that is just about thirty seconds but along it carries very important and powerful message. The commercial is made by the Everlast, an American brand which is a strong proponent of powerful design, plays an active role in manufacturing, mixed martial arts, licensing and marketing of boxing and fitness related goods, equipment, footwear, clothing and accessories. The video advert starts off with a child running through what looks like a really insecure and unconducive neighborhood. The neighborhood just as they boy on the commercial seem to live in abject poverty. The young boy on the commercial however possess a strong passion for boxing. This is evident from the video advert as the young boy is seen the worn down gym practicing and training hard.
All his training has led him to a moment of his much anticipated big match in which he faces a much bigger opponent than him. Nonetheless, but he emerges victorious from the fight. On their way own his brother and he are approached by some kid who robs them and runs away. When the little brother to the boxer asks him why he did not beat up the run way robbing kid, he responds” he is hungry.” Right about that time the statement “Boxing makes you bigger” appears. This is the main argument of the commercial which is right captured when the boy refuses to beat the young boy who just stole their money. The boxer is seen as acting like the bigger person in physical and character sense. This behavior emphasis the cultural code experienced in most of the United States.
The main idea behind the commercial is that boxing makes you bigger which the term bigger is seen to mean a couple of things. Boxing makes you bigger in the physical sense through the rigorous training but it also makes you bigger in terms of character, wisdom and making informed judgments. The commercial portrays a neighborhood suffering in cultural tension and lacking hope or the motivation to grow. The boxer however is a symbol of that one person though small or considered of less influence to the society, will never quit despite the challenges. The young boy though being poor still finds the motivation and passion to fight in boxing matches. The odds are almost at all times against him but he never quits. He symbolizes discipline and hard work in trying to succeed despite all the odds come what may. The concept of ideology is well capture in this sentiments represented by the young boy in the commercial.
The effective utilization of emotion and cultural shift makes the commercial ultimately the best piece of advertisement format. The short clip captures many elements such as cultural shift, ideological opportunity gathering and social and cultural shifts. The advertisement by the giant American company was efficient in capturing a lot of what is described in cultural strategy guide on how to leverage ideological opportunities. Such as how to use culture to out-innovate their competitors. Another guide used from the advert is how social entrepreneurs can benefit and develop business that appeals to more than just a few fellow activists.