Friday, December 03, 2004

The Irony is they're PAID to do it! (Or END THE ENCESSANT ADVERTIZING!!!!!!!!!!!)

You know what I dont get? I dont get how companies spend millions in market research and on commericials and still their methods of advertizing they're products suck.
For example, here in Canada we have "Canadian Tire" it's kind of a home improvement tools and gagets store. Their Method of advertizing? The "Canadian Tire Couple." Yes that annoying couple whose lives are based around the bizzare gagets that keep them together. Here is an example of typical diolouge for this commercial:
(Enter scene grey bearded dad and son playing video games together on couch. Mom walks by.)
Mom: Dont let him tire you out!
Dad: Dad I'm actually winning. Come on Come on.
(there is a zzzap noise, from the tv the lights go out.)
Dad: Oh power failure.
Mom: Not a problem. The new master craft portable dark eliminator battery can power any house hold appliances during a power failure. Just hook it up to the tv and instant power.
(dad is at the computer)
Dad: Or you can hook it up to the computer so you can still use the internet.

Excuse me If I'm not getting something here, but usually when the power is out isn't more important to check and see if the phones still work to see if you can call for assistance if you need it, or to stay in touch with relatives to see if they are okay? and of course there is also the possibility of all of the food in you refridgerator spoiling, not to mention the fact that if you have an elctrical heating system you'll freeze, and if you have an electrical stove you'll starve. But oh no. "I need the power so i can continue the video game with my son so I can woop him in his own areana and show him that I'm not some washed up old relic of a geezer, and show him what a man I am." And the internet? Yeah like that'll be any help. "Oh I think I'll go on MSN or AIM and maybe I can check up on people to see if they are okay. Say...none of my contacts are online. I wonder why..." Look Honey! It says there's a powerfailure on the internet. I'm so glad I had this power source gaget , otherwise I never would've known that!
The credibility of the people selling the products leads me to belive that in order to buy one of these products you will have to be a gaget obsessed ignoramus that is more preoccupied with gagets and tools than living or dying! Actually the product itself is not that bad of an idea, and would be handy to have in an emergancy. But come on, how are these idiots on tv going to convice me to buy this product.
Have you seen those Excell commercials where when someone chewing excel gum walks into a place of seclusion they are immidiatley "stocked" by someone else? In one we see a man walk into the washroom on an airplane, and is then followed by the stewardess? Or what about the other commercial in which a swimmer innocently chewing excel enters a change room and is then followed by the towel boy? What I don't get is what are these commercials trying to say? "Chew excel, it will make you attractive" or "Chew excel if you wnat to be molested in a place of privacy?" the gum will do neither,(which is probably a good thing!) so ultimatley what is the message? The people advertizing this products are mentally deficant and they are grossly insulting our credibility? Yeah, pretty much!
And what about those Tampex commercials that assume that men know so little about menstruation that we assume that the product is that meant for human consumption! I mean thats just nasty! How does that help sell the product? "Oh yeah I buy Tapex because it looks like candy!" No one thinks like that, and I pitty the human being that finds this type of advertizing funny.
And what about those commercials that directly target ethnic groups? Have you seen that commercial that targets Indian people, the one selling game cube game?

"Tani was such a good boy growing up. Den he started hanging vith the wrong crowd. Den, one day ve heard him talking about... Mushrooms! Ven ve were kids ve didn't even know what nentendo vuz...sorry!"

Give me a break! If thats supposed to be funny, it's not it's just another tired stereotype. Look at the way the mother is protrayed especially, wearing the stereo-typical sari. "Oh yeah I'm just an immigrant is still mentally living in a Western Perception of what eastern countries really are and I don't a console from a drug!" I mean, I dont get it! How is deliberatly targeting and making fun of an ethnic group going to sell "Paper Mario"? It's just insulting. Here in Canada we have another gem, the "Alexander Keith's Beer Raving Scotsman!"
Yes this Scottish dude hangs around in bars in a tatty sweater and kilt and criticizes the way everybody drinks because he loves the beer so much.

(Scene opens, in a bar, a man is peeling back a label on his beer bottle. Raving Scottsman is seen going over to said man.)

Raving Scottsman: So...You fancy yourself a 'label peeler' do yah? DO YOU KNOW THAT BACK IN THE DAE ALEXANDER KIETH DREW ALL OF THOSE LABELS BY HAND? SO YOU'D BEST BE GIVING THE BREW THE RESPECT IT DESERVES. (points to the mans escort) Who is this?

Man: She's with me

Raving Scott: (to girl) HEY YOU CALL ME!

Yeah that's more or less what an Alexander Kieth's commercial looks like, protraying the scot as a raving drunkard who has nothing better to do than start a fight in a bar over small and trivial matters. Mind you I can see why the advertizing company chose a Scotsman to advertize their product, after all the beer is based in Nova Scotia, which had many Scottish immigrants (among others) back in the day. But the portrayal of the scot is that of a drunkard and a stero-type, unlike that of Scotch characters who are actually admirable. Take Shrek for example, he's Scotch and he may be a green ogre who is dirty and smells like a swamp but he has many admirable traits like not caring what any one thinks of him, determination and caring about those around him. An article published in the "Toronto-Star" of late showed how Shrek demonstated all of the leadership skills of a successful manager. (I know that this is an old debate, the protrayal of such characters, but I am not awarwe of how those proceedings went. If you wish to respond as to your thoughts on such proceedings, hey, that's cool!)
As for other examples of ethnic slander, the list goes on and on. Dont get me started on the Sweedish Ikea guy. I just don't know what to make of it.
In short ladies and gents, advertizers have either run out of ideas, think we are idiots, or think that the best way to advertize a product is just to put any old thing on the screen in hopes that it is interesting. Yeah...commercals suck at the best of times. But now...it's just kinda nonsensical that's all.
Ok take the care there!
Quizically yours,
Undisputed King
(P.S. I'm not a crazy radical ethnic social rights activist or anything, I just hate beign forced to watch crappy commercials!)

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