Are You Gambling Away More Than Just Your Money?

http://problemgambling.securespsites.com/ccpgwebsite/pdf/billboard.pdf

I actually saw the image the link takes you to on a billboard a few days ago. But having no camera and being in a moving car, I was unable to take a picture of it. Luckily I was able to find it later in a PDF format at the organization's website. A public service announcement from the Office of Problem Gambling at the California Department of Public Health, it depicts a hand removing about $20 from a wallet in front of a gambling table. The wallet is placed so that you can see a picture of a family having fun in the autumn weather. In the far left margin are the words "Are you gambling away more than just your money?"

I find this message quite provoking, if not powerful. Of course, as a billboard it arrests your attention immediately simply by its sheer size. But analyzed as a separate image, it also is effective in its own right. The way the wallet, and the picture it contains, is brought up close so that one can see even the tiniest of details is in direct contrast with the playing cards which are farther away, which hints that whatever is in the photograph is more important than playing with the cards. In other words, the appeal of pathos is used most strongly to emphasize the value of family over that of the possibility of quick financial gain.

The slogan that drives this image is very large as well, so as to capture your attention more easily. It also works at making what it's saying as to be more important, simply because its font is big. After all we know, BIG equals SOMETHING OF IMPORTANCE. The words too, play a part in this. The deliberate ambiguity of the words encourages projection on the part of their audience. They want gamblers to think about what "more" they are losing at the tables or slot machines.

To further encourage those who consider what they are putting in jeopardy are the words that get at the heart at what they are offering, "Free, Confidential, Help 24/7". Although I believe that the second comma was a bit unnecessary, it reinforces the pattern of vagueness. This time the positive connotations are of security and availability, used to comfort individuals who consider calling the helpline that is listed at the bottom of the image.  And of course, the entire message is an example of narrowcasting, as it is directed entirely to those with a gambling problem.

Introducing the New iPad Air?

I saw this ad recently on TV and felt compelled to share it. Released about a month ago, this commercial features a pencil. A voice in the background begins to praise a certain object, saying things like, "It can be used to start a poem or finish a symphony. It has transformed the way we work, learn, create, share..." All the while, the screen moves in closer onto the pencil, changing the background it's in. Finally, after the last of the compliments have been given, a hand reaches down behind the pencil, pulling out...an iPad! The announcer comes back saying, "Introducing the thinner, lighter, more powerful iPad Air."

I really like this commercial, as it is a wonderful example of how we are easily deceived by the world of advertising. In this ad, we see a pencil. We hear someone in the background talking about an object in a positive light. Most of us would naturally assume that the announcer is talking about the pencil, and that therefore, this is an advertisement for pencils. As the voice continues to talk, and as the main image continues to stay the same, we become more comfortable and assured that yes, this is an advertisement for a pencil, or some sort of object related to pencils. But when the entire focus is shifted to the iPad, we are thrown into a state of confusion, as our oh so sensible and logical assumption is shattered before our eyes.

And yet, looking back upon the advertisement, we see that the praises, the flattery that we had been so sure was directed toward the pencil, was in fact very vague and could have been about almost anything at all. Never does the voice actually refer to the object it is glorifying by name, only referring to the thing as "it". And the praises themselves! "It is an extremely simple tool, but also extremely powerful." The same could be said about a piece of tape, or even a paper clip. These objects are also simple, but are indispensable in holding things together. "It's used to illustrate things. Solve things. And think of new things." At this point, even what it does is shrouded in mystery. Illustrate "things"? What things?

The background in the commercial has its own part in fooling us as well. As the ad goes on, we see a variety of backgrounds, ranging from a classroom to a space station. All these different scenarios make us think that this object that they are talking about is universal, something that we see and use everyday. And what could be more universal than a pencil? Apparently, an iPad.

Keep Good Going

If you have ever watched an Indian-American program on channels such as Crossings TV, chances are you have come across this ad for New York Life Insurance. If you have not, then I highly recommend watching it.

The advertisement tells the tale of an typical Indian family in (of course) India. The focus is mainly on the father, a policeman, who is featured as doing everything for his daughter, including helping her study by lamplight, caring for her while she's sick, and rejoicing in her successes. At the end of the commercial, the daughter is depicted as returning to her home village, now an elite IPS Officer. There her father salutes her, as she is now his superior. She then lowers his hand and returns the tribute.

I really like the story this ad tells, and how it reflects family relationships nicely. Even though it has almost nothing to do with what the company is actually trying to sell, it reflects the importance of family in  the Indian culture. This implies that the advertisers are trying to associate their brand with relationships and caring, and therefore, is narrowcasting to the South Asian community, which is known to emphasize such values.

And obviously all this is tied into pathos, the main appeal being used by the marketers within this commercial. They are trying to grab the audience's emotions, and convince them that New York Life understands why all that is depicted in the commercial is important. And that they, like the individuals in the advertisement, will uphold those traditions and values. After all, "We are a reflection of the good that comes before us."

Even the company's slogan,"Keep Good Going", though a bit vague, is effective in conveying the point that it has been trying to broadcast the entire time. It keeps with the theme of evoking emotional responses from viewers, although this message isn't as effective as any of the visuals portrayed in the advertisement.                                                  

Hello Human Kindness!

I have been seeing this commercial for the past couple of months, and it makes me cringe inwards every time. Admittedly, this is not the point, and many people may not see the same thing I do, but I digress.

The commercial above by Catholic Healthcare West, now renamed as Dignity Health, seems to depict a scene on an ordinary, busy street. In the midst of the traffic, an elderly woman with a cane and some type of luggage attempts to cross to the other side. This, of course, causes a lot of cars to stop and start, trying not to hit the woman, but at the same time, trying to get on their way. As this takes place, a caption appears, "Are we inherently kind?" Immediately afterwards, one car stops, and the driver gets out. He walks over, takes the luggage from the woman, and holding her hand, walks her to the other side, during which time another caption appears, saying, "Yes." At this point the commercial ends, and the words, "Hello humankindness", followed by Dignity's logo comes onto the screen.

I really do not know whether the video was filmed professionally, or whether the incident in the commercial really occurred as portrayed. Whichever one it may be, it is obviously an example of pathos, in which the healthcare giant is attempting to capture the emotions of the audience. By juxtaposing the question of whether humans are inherently kind next to the incident mentioned above, Dignity is obviously trying to imply that, like the man in the commercial, they too are kind and considerate towards their clients. They also may be trying to inspire a bit of guilt among those who see the commercial, in that they, like the other drivers on the road, may be a bit impervious to those who are in need around them.

My problem with the commercial, however, comes from the fact that the video seems so faked. In the first half of the video, the woman crosses so slowly and carefully, as if she is physically incapable of doing so in any other way. And yet, the moment the driver holds her hand, she is able to walk perfectly fine. Not only that, but with the way Dignity's logo is used at the end. "Hello humankindness" as it is put in the commercial. The term "human kindness" (the correct spelling of it anyway) is so vague. There are many different meanings that can be attached to this phrase. What is human kindness? Is it helping someone simply for the joy it brings? Is it instinctual, or is it a learned behavior? The list goes on and on. And yet, the majority of people will agree that there are generally positive connotations associated with these words, the very connotations Dignity is trying to exploit.