I watched this advertisement in my History of Social Theory class today and thought it might be relevant to the Levi's Go Forth discussion.
This ad is for a microchip that is inserted under your skin and keeps track of all your health records so that they may be accessed in emergencies. The advertisement really plays into a lot of emotions-- fear, health, safety, family, etc. (Sidenote: there's a shoutout to Wilfred Brimley in there too!) While the product is I believe inherently creepy and violating, the frame in which the advertisers use to promote the product is fascinating. You don't even learn what the product is at the end of the advertisement. This ad is creating is as I see it a new disturbing status quo.
Also, I'm not super blog saavy-- can anyone fill me in on what 'IMO' means?
2 comments:
Here is my question: Why is this device inherently creepy and violating? I agree in that I would not want to get one tomorrow. And frankly, I don't think I'm the type that would get one of these devices. But it is equally easy for me to imagine a time in the future when having one of these devices will be as practical and commonplace as the cellphone...a time when they simply plant one into your foot when your born, like a given. Not only will new strategies for advertising continue to evolve, but technologies themselves will become more rapidly accepted and no longer seem as creepy.
Picture it: there could come a time in the not too distant future when the masses don't care so much about this sort of "violation," because in their eyes the positives so outweigh the negatives. A time when to have one of these chips will be seen as a privilege and a luxury, extending life and allowing those lucky enough to postpone perishing. In those times we may have a new heightened sense of what is personally violating or too close for comfort.
last thought: I still think things that are "art" truly show us a portent to the future, and that they will almost always be kinda thrilling, which oftentimes means kinda scary.
IMO= in my opinion
IMHO = in my humble opinion
Incidentally, both of these strategies: ambiguity to keep you guessing, and the obvious negative aspects of violation, are strategies frequently adopted in making effetcive "art". They both create extreme tension, and when done well do work on the audience IMO.
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