The Chinese Professor

http://www.youtube.com/watch?v=OTSQozWP-rM

I was talking to my friend online when he sends me this video. He told me China was going to hold all of our debt in twenty years, and that the video said so. I just assumed he was joking, but the commercial actually looked pretty serious. It shows a Chinese professor giving a talk about the problems of American economics. This isn't a Chinese video however. It was created by the CAGW (Citizens Against Government Waste), to try and encourage people to stand up and fight the government's wasteful spending. The video shows the Chinese being the country that we primarily owe our debt to. Even the audience is using what looks to be expensive tablets, and the professor is using a very high-tech visual screen, showing American healthcare advertisements. This is telling us very blatantly we have to focus less on healthcare, and stop the government from wasting more money

I don't really think this is racist in any way. It's not bringing down Chinese ethnicity. Just because these people are Chinese, doesn't mean that this is what Chinese people actually believe. I'm sure people living in China might not agree with their government as well. It's trying to encourage Americans to change, and creating a sense of urgency, by using the blatant words "debt", and "they work for us", such negative words, and the dark lighting and atmosphere.

During first part of the video, the professor compares the United States to two great empires, the Romans and Greeks, who were some of the greatest civilizations in the world, but reached their inevitable fate, and fell to greater rising civilizations. Considering the fact that this commercial was paid for by Americans, it's very likely that they chose those two on purpose, comparing America to these once great world powers to make a point. When these great powers fell, it was a considered a grew disaster, and since it's trying to appeal to Americans, they have remind them that if our nation falls, it will be a great tragedy. This is also an example of ethnocentrism. The professor goes on to say that we lost the principles that made our nation great, and that trying to use "stimulus" spending failed us in the long term, and ultimately ruined our health care, while government industries held all the money, and wasted it, creating an even bigger debt.

Several times during the video, the professor does a kind of cold, laugh, that could be described as somewhat evil, after saying that we owe China most of our debt, and then goes on to say "and now they work for us." The audience in the video also seems to find that funny, and laughs along with the professor. Then, it switches back to English, and comes out and says the message straight out, urging us not only to stop government spending, but says: "We have to."

America has always been a country known for it's liberty, justice, and freedom. By having the video portray a world where other countries are taking away our freedom, and in so little time, is something people would find a little but disturbing. Even the air of the commercial is cold, and gray, making China seem cold and dark, from every angle of the camera. Overall in this commercial, the Chinese are given a slightly evil air, and appear to be mocking America for it's stupidity regarding spending. No one wants to laughed at like this from other countries, and since the people who paid for this were American's, they knew it as well.

This video shows us with a very blatant scenario that tells us we need to stop unnecessary government spending, or else we'll be very deep in debt to China in as early as 20 years. It's trying to urge America not to abandon the principles that made them great, and because of the date only being 20 years into the future, creates a greater sense of urgency, getting our attention further.

L'Odyssée de Cartier

http://www.youtube.com/watch?v=yaBNjTtCxd4
I remember seeing this Cartier ad a few months ago, and when a saw the new Christmas Cartier commercial, I remembered the old one. The short advertisement for Cartier had me completely mesmerized, not only because of the somewhat odd elements of the commercial, like the Indian building on the Elephant and the giant golden dragon, but the beauty of this ad really got me into it. The strings in the background really kept my attention. I remember looking it up online shortly after I saw it to hear the cello music again. The way it appeals to us on so many different levels is why I thought this commercial was fascinating.

Immediately after the jaguar had completed it's journey, it met a beautiful woman, and the commercial ends with the woman and the cat together. Another reason the buyer of the product is depicted here is that when you use Cartier accessories, you will also get beautiful company, who is rich and attractive. But if you can afford the things that Cartier makes, you might already be surrounded by these kinds of people, so making it a need among the more wealthy of society is that this is what you have to do because you have money, and should buy Cartier brand things.

Even though there are no words in the commercial, the rather abstract message leaves the content of the commercial slightly open for interpretation, but the powerful music, the rich areas the jaguar walks through, the beautiful landscapes, all leave the viewer in a sense of awe, and when the commercial is over, leave the viewer wondering with the same awe-struck mindset when the words "Cartier" are said with a strong, French accent. The stereotype of French people are rather "snooty", for lack of a better word, is also appealing. Not trying to be racist, but that is just a stereotype I've seen, appealing once again to the higher class audience.

The jaguar is a powerful, beautiful animal, thus making the product seem amazing. The product is revealed only after the jaguar has gone on this amazing odyssey, through what appears to be a snowy country, maybe Russia, through China and India. This need for exotic countries, and a need to experience this escape, or go on this odyssey when the jaguar breaks out of it's museum like confines, and into this magical world, is something the advertisers really knew how to do.

 

At one point, the jaguar walks into a glittering cave filled with jewelry, and creatures made of diamonds and precious stones. Surrounding yourself with these things is representing a need to affiliate, and fitting in to the crowd. By using this beautiful brand of jewelry, you will be surrounded by beautiful things as well. I think the jaguar represents more that person using the product, and at the same time the product itself. Cartier makes watches, jewelry, etc. In the beginning, the cat is shown as a sculpture of jewels, but breaks off to become a real jaguar. It's implying that this is more than just an inanimate object, and that it will become a part of who you are.

Gatorade for the win

Today I was looking through some magazines when I saw this large Gatorade ad. Glancing through some of it, I saw the words "It does what water cant". Water is a necessary element for keeping us alive, and Gatorade is making the claim that it's better?

Now I've Gatorade before, and didn't seem especially remarkable, even though it's advertised to be, with the ability to "release potential" and "refuel electrolytes" like the advertisement says. Electrolytes. What do you think of when you hear that word? Maybe science related things? When I hear science, I tend to think of tested facts and research, or scientists making this "super drink" that Gatorade is advertised as, so electrolytes must be really good for your body, and help you win sports. A electrolyte is actually an ionizable constituent of a cell, or more simply, a charged organic compound. Many people who read this might not even understand what this is, but the wording the ad uses automatically makes you think it's good ("and electrolytes to rehydrate"). People automatically assume it's good, because apparently they rehydrate, and that's important when you are physically active. The ad also says in bright letters: "Contains no high fructose corn syrup." I've seen this in a lot of juice commercials, like not having it automatically makes it good for you. That isn't an excuse for all sodium and sugar it has, but because of the lack of this one unhealthy ingredient, we think "it must be okay".

To a certain extent, these "enhancements" that Gatorade has does help your body, but unless you are engaged in an extremely intense physical activity for extremely prolonged periods of time, the Gatorade isn't really doing much else for you that would've been accomplished with water, but because of all the media that has been shoved into our face about the drink, like professional athlete promotion, guaranteed enhance in performance quality, we are willing to spend more money on something that would've been accomplished by water when exercising, and is the ultimately healthier decision when just drinking even when not exercising.

While researching, I came across multiple Gatorade ads that showed famous basketball players promoting the drink. I feel another reason why people drink this is because they aspire to be like football players, or NBA stars, so you have to drink the same drinks they do, and at that point, it becomes a more emotional reason to drink it, to have that same experience your idol does. If you associate yourself with a particular group or famous person, as described in the documentary "The Persuaders", you become a part of that "cult", so if you're a fan of, say Micheal Jordan, you're going to want to drink the product if he does, and feel a need to drink it, even if Micheal Jordan doesn't actually drink it, and is just promoting for money.

I also came across an ad that showed a rather "beaten up" water bottle, being held by a white man, while a Gatorade bottle looking appealing and misted, being held by a black man. A stereo type I have seen is that African Americans tend to be better at sports, like in the NBA. So the Gatorade bottle attached to the positive connotation word "hydrate" is more appealing than the bland, dented water bottle being held by someone who is supposedly not as good at sports, and attached to a word with a negative connotation, "frustrate". The ad even says that "its hydration to replace what you sweat out throughout your workout", when water does exactly the same thing when it comes to basic workout.

People also consume Gatorade even when they aren't exercising, for the color and because it tastes good. Water doesn't really have any "flavor", so Gatorade has that extra advantage, but because of the salt and sugar content, it's not very healthy for you.

Gatorade also has recently been approached by media for using a fire retardant chemical in the drink, called brominated vegetable oil which can cause side affects like and early onset of puberty and decreased fertility. Despite the Gatorade copmpany assuring that it isn't harmful and meets federal regulations, the FDA is still insisting on further toxicity studies. You don't see this advertised in commercials or ads, and don't list any ingredients or nutritional facts at all. So is the drink really harming your body?

Maybe I'm making too many assumptions about all of this, but Gatorade is still consumed by athletes who want a increase their performance quality. Granted that Gatorade doesn't increase quality of performance and helps hydrate you a little more after intense prolonged physical activity, why not just drink water? All these different aspects of media that surround us indefinitely influence even these little aspects of our lives, trying to use these aspects to get our attention and convincing us of the products importance, when in reality, might just be money better spent on something else.

So Delicious Energy: Coconut Milk

Today, looking through a magazine I found this ad for coconut milk. I've never actually drank the product being advertised, but seeing the ad made me make lots of assumptions, about it, especially because of the manner in which it was advertised. The first thing you see when you look at the ad is Jillian Micheals, a famous fitness trainer on the show "The Biggest Loser", which has helped many people lead healthier lives. Seeing her on the ad makes you think of effective results, and fitness. Because of how famous she is, and how many people know of her effective training methods, people assume that because she is promoting the drink, the drink must be associated with weight loss too, and will help me be healthier.

The designers of this ad chose someone who was well known in the fitness section of media, to help sell their drink. This ad displays clear evidence of appeal to false authority. They could've chose anyone to advertise their product for them, but it would not have had the same internal effect that such a well known and skilled fitness trainer would.

Because of the growing obesity epidemic in our country, people are constantly looking for energy and motivation. You see energy drink ads and informercials everywhere like 5 -hour energy, which is mostly sugar. Because most people are going to take an easy route to losing weight, the advertisers have to make it look as effortless as possible, like you are going to be motivated and have all the energy you need to exercise after drinking the product, further portrayed by the people exercising on the sides of the ad, showing that drinking this is going to help your efforts to get healthier. In fact, drinking reduced-fat milk is much more healthy than drinking coconut milk, but portrayed here along with someone associated with fitness, determination

People today may have a hard time finding a good way to get themselves motivated to get healthier, because finding that amount of dedication for some people isn't easy. The ad says: "Where does she find the energy?" Chances are, Jillian Micheals doesn't hold this view on coconut milk, or get more energy from it. Coconut milk actually is less healthy for you than reduced-fat dairy milk, so isn't exactly an ideal way to lose weight.

In addition to the person chose to promote this ad, the first things you see in print are the large letters that say "to whip the whole world". This might come across as making the drink appear to give you more energy, because it's going to impact a lot of people. It also presents a determined sort of language, like a mission that the company is determined to achieve, and that's making the whole world healthier. Seeing all these things combined in a ad make you assume good things about the product, and how it will give you the same energy Jillian Micheals has when exercising.

Another ad I saw for So Delicious coconut milk read "change your milk, change your life", and also says she is the spokesperson because it is "delicious and naturally energizing", but consider that fact that she could just be doing this for money. Spokespeople make a lot of money to simply say that like and use the product, and many don't actually use it. Looking at ads with specific promoters in mind could change our way we feel about the product, and making what could possibly be untrue, very believable.