Where Between the Two Extremes?

Alternative title: When advertisements get me thinking - seriously.

I rarely watch television. There's a wider selection of watchable, readable materials available online and searching the WWW beats browsing the television schedule or waiting for your show to air.

Also, advertisements. Pop-ups are more annoying than television ads I suppose, but I pay more attention to the latter - which really isn't saying much though - and few of them are actually capable to force some sort of a thinking hat on my head. Take, for instance, a certain Mountain Dew ad.

Notice that tiny caption at the lower right corner? It took my third scrutiny to figure what it says. First time: I caught sight of the action onscreen and turned away. Second: the stunts sent me thinking, 'Wait, aren't they supposed to warn the public not to reproduce such dangerous acts?' Third: 'Oh, wait, they actually did...'
Fourth, after hearing my companion's remark that the advertisement portrayed the stunt in a light that could mislead the viewer that one could get away with only minor injuries, my thoughts then retorted that some people could be overestimating themselves in terms of their professional abilities. My other companion, on the other hand, said that those stunts were probably fabricated by means of graphic programs and such.

Imagine, for instance, if someone didn't notice the warning. Or, the size of the font was not strong enough to leave an impression that those death-defying acts are more of pure lunacy instead of one heroic display?

To some, the two might be one and the same. Not in this case, it isn't.

Compare the Mountain Dew ad to that of Ridsect. Usually the ad would begin with 'Attention, this is a mosquito insecticide advertisement' done in huge white fonts with a black background, then the scene would shift to someone being harassed by those noisy flying nuisance. Until now I don't see why the warning is necessary - there are mosquitoes, mosquitoes terrorising a household, mosquitoes getting doused by the spray administered by one who doesn't really need to be a sharpshooter, mosquitoes falling down, murdered in the name of protecting one's loved ones. Yup, pretty straightforward piece of message there, folks.

In life sometimes our attention is diverted elsewhere, to things that are more intriguing, fascinating and...profitable. For instance, the prospect of accumulating more money is more appealing to the general public than of donating a substantial amount to charity. Or, in simpler examples, movies that feature out-of-this-world CG animations or beautiful airheads who cannot act to save their lives to cover for shallow stories that have otherwise very little to sell. (I'm thinking of Avatar here...and those numerous shows/events that rely on scantily clad women - even men too, come to think of it - that gladly allow themselves to be degraded to mere objectification of sex...)

That's the sign that the End - be it the world's or our own wellbeing, our morality - is approaching, fast.

Back to the ads. What does it take to hold your attention? Would it be one that is small in comparison to the bigger (and more constant) picture? Or a message that is simple, clear enough but temporary?

I myself couldn't give a definite answer. I do appreciate subtlety and metaphors, but I know that the dangers of being swept away by those aesthetics are very much real in my case. And, as anyone could tell, the nature of my blog itself - imbued with double meanings, imageries and, at other times, overshadowed by obscurities - shows that I view writing as an art in which effort is a rule. For me, finishing much less looking for fictional novels can be a tedious task to bask in!

But those wake-up calls are needed too. It's like an alarm clock that rescues you from those nightmares that tease your imminent rise from bed.

In life's lessons, perhaps simplicity would drive the point home; even so our lack of memory may eventually make a detour to other if not similar mistakes. Art, meanwhile, celebrates the glorious marriage of stark simplicity and knotty intricacies. But in dealing with people - who themselves, for better or for worse, are a motley bunch with individual quirks and touchiness - there're no hard and fast rules.

...Ah, such is the world we live in. Otherwise we'd be long dead bored from uniformity and predictability, and offended by bluntness; or utterly confused by dubiety, put off by complexities, and hypertensive from all the stress of trying to make sense of things that twist our logic.


Current Music: Falling Down - Oasis

P/s: Not affiliated with the brands mentioned above. Merely used them to prove a point...