As an alternative commercials seemed to be a clever choice since the super-bowl was last night. I thought surely there will be something inspiring. Unfortunately, I found the line up devoid of brilliance. Nothing blew my skirt up. So, I resorted to the wealth of Youtube.
This advertisement for car sales is an excellent example of poor design. It's a local ad, which runs in Georgia. The demographic seems to young people with less than sterling credit. In an attempt to identify with the market base i.e. "homies" it achieves a condescending depiction rap as a art form and the hip hop community. The fact, that a white middle aged man is dressed in a black wig acting as a "pimp" named "Credit Macdaddy" should say it all. To contrast with the beat spiting pimp are two painfully enthusiastic hicks cheering Macdaddy on. (I think their cousins live on my block.) The graphic displaying the company logo and name is blue, bold and moving demands attention. The graphic the least as obnoxious as Credit Macdaddy's painful attempt at rapping. The commercial is shot simply enough, but the content and graphics are the deplorable. There has to be an alternative to patronizing rather than identifying with your demographic for attention.
Affect: Umm, I'm horrified. . .This local ad makes me thankful for our lame, but at least not rapping or throwing a pies in our local ads.
Cognitive: What did I learn? Other than never go to Georgia? For $799 the credit "Macdaddy" can get me out of the haze.
Psychomotor: The commercial got me me to first laugh, want to turn it off, and share my the horror.
Contrast with the Law of Proximity: If you dress like a flavor flav, drive like flav, talk like flav, it doesn't make you flav. (Sub clock for dolla' signs.)
Honestly, who hasn't been in a public place with a kid like this? From a storytelling stand point it's effective because it transports you to the perspective of the parent (depending on your skema) or the annoyed bystander painfully observing the outrageous behavior. The color temperature of the picture is nice, the use of depth of field, and I specifically like the angle looking down on the kid when he is rolling on the floor. The story telling in this commercial is concise, authentic, straightforward, savvy and hysterical. This commercial is successful because it is IDENTIFIABLE!
Honestly, who hasn't been in a public place with a kid like this? From a storytelling stand point it's effective because it transports you to the perspective of the parent (depending on your skema) or the annoyed bystander painfully observing the outrageous behavior. The color temperature of the picture is nice, the use of depth of field, and I specifically like the angle looking down on the kid when he is rolling on the floor. The story telling in this commercial is concise, authentic, straightforward, savvy and hysterical. This commercial is successful because it is IDENTIFIABLE!
Affect/Cognitive: A loud awakening to the importance of birth control. I can't help but notice how the father struggles suffers from exhaustion and/or patience. (Besides it's not "pc" to spank him in front of all those people.) Just a helpful reminder to be ready to be a parent, because it is a struggle.
Psychomotor: Every sex education class needs to air this commercial! I'll think twice about amount at least on of the many consequences of unprotected sex. I think I'll use a condom next time. What about you?
Law of Closure: None of the adults need to verbalize their frustration, annoyance and horror, because their face says it all. (In my opinion the greatest drama is silent.)
Law of Pragnanz: Sex=Children
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