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Sunday, Nov 8, 2009
AKA Smith
Published Letters: 6540 Editor's Choice: 93
I have to admit that I watched it with the sound off because I need new speakers. I am puzzled as to why the commercial would appeal to either men or women, although I do admit to a rather queasy smile when the pig turned so handsome. I also noticed that all the women were fashion-model gorgeous. I think maybe the usefulness of the commercial (to sell condoms) might be that it addresses lots of barely conscious ideas/stereotypes that many of us hold. Even without the sound, I assumed that the pigs might be using some pretty lame pickup lines. You can bet that lots of money went into not only the making of the commercial but preliminary research with focus groups. Clearly some people were not offended.
The real question I have is whether of not this sort of advertising actually works. Not just will it sell that particular condom but will it increase condom use generally since it is clearly aiming at a recalcitrant group that doesn't want to use them? Will it cause both male and female viewers to practice safer sex? Will the viewers understand that condoms alone are not sufficient to prevent pregnancy? They actually have a comparatively high failure rate.
About actual pigs: I have known pigs, having been a country gal. Pigs get a bad rap. They are quite intelligent and often have distinct personalities. If provided with the proper environment, they are also clean. Pigs can actually be housebroken.
Interest in this thread has clearly died. Even the guy who wrote the book did not come back and answer questions as promised. On impulse, I checked back here.
I just want you to know that your letter is one of the best I have ever read at Salon. It is logical, well-reasoned, and balanced while being a clear call to action for readers. I want to thank you for the pleasure and the meaning I gained from reading it. I know it is too late for it to get the red star it so richly deserves. I just want you to know that my thought is that the red star would be too little. Your words deserve gold.
Fox enjoys a large male audience, so perhaps they were justifiably concerned that men would be offended. Their statement about pregnancy prevention may have nothing to do with their real reasons.
I don't watch Fox so I do not know if other condom commercials run there. Can anyone tell us?
Also, I am puzzled why the commercial would appeal to men to whom it seems to be directed. Can anyone elaborate upon this?
I missed it. I knew something was nagging the back of my mind but I could quite summon it. Now I see it. It goes to those messages people put on the backs of their cars; the fish with JESUS printed inside and the little animal with tools.
Theoretically, humans must mate to evolve however. As clear messages go, the commercial is a bit of a mess. It is a good thing most viewers won't parse it as we will.
I did get Peter's POV and I also get yours. It is not that I don't feel that they are not part of the legitimate reasons why some men may not feel offended by the commercial. I do. It's just that I think there is more to it.
In this instance, I actually think brightstar is saying something quite important here. He talks about "alpha" males not being as likely to be offended as "beta" males. In a way you are both talking about power, but brightstar more directly addresses the fears that some people may have about losing power.
I don't think these fears are illusions. Resources are finite. When we talk about power, we talk about access to resources.
In this commercial, it seems to me that a certain type of man loses power (is characterized as a pig) while allowing another type of man to stand outside that particular "pighood" and disavow it. I don't think the commercial is really directed at the "pigs" now that I think about it. I think it is a manipulation of the so-called enlightened and educated guy. They are targeting brand loyalty. In other words, you flatter the guy with the "resources" (in this case educated and enlightened -- and who doesn't want to think they are that?) and you get his vote -- I mean money.
Hmm. I think maybe the Democrats could actually learn something from this sort of advertising.
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