Kalieyaan: A short feature film on a fictional invention called brain juice

• Main Authors: Celemin, Mira Vista, Domasian, Audrey Mae
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Feature films; Advertising > Social aspects > Drama; Commercialism > Drama; Communication
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/5175
• Institution: De La Salle University

Commercialism is the process which creates a relationship between the audience and advertiser (Mosco 145). According to Jean Baudrillard, a French cultural theorist, capital gained control of the mode of signification and consumption as well as the mode of production, while utilizing an aesthecized commodification to promote the wonders and joys of the consumer society (Harms and Kellner). The corporations have gained power over people by having the ability to indirectly tell people what is important or what to consume, using the aestheticized advertising. This results to the creation of a person who uses buying and consumption as a solution to problems thus making consumerism their way of life. In an alternative society, a breakthrough has been made by the invention of Brain Juice. It is a soda that can give you instant information for 2 hours, the content of which depends on the flavor. Cirrilo, a skeptical 18 year old boy constantly argues with his mother and friends about how he believes Brain Juice is useless and bad for their health. It is revealed that Cirrilo has made a viral video about his reasons for disliking the product, which he discovered by observing his mother and his friends. Brain Juice posits temporary solutions brought about by artificial needs because of advertising yet it doesn't help solve their problems in real life but only makes them insane (without them knowing it) as a side effect of withdrawal. He is chased down by the company and killed as his bestfriend, Andy, finally watches the video in the end and learns of the truth behind Brain Juice.