Advertising casino rules
This week, the internet presented me with one of those short advertisement videos, that it is still stuck in my head. Maybe half a minute long, it is a video like you encounter on pretty much every “social media” platform.
The basic message was more or less
Dear men in your 30s, please be aware that women who are single in their 30s and have no mental issues are very rare and hard fought over. If you want to get one of those, you need to [...] and I can help you in one of my classes...
Dear readers, come on: You might not want to admit it, but you agree!! Even RuPaul said it: 'You better work' I knew, you're going to like it, George. Life's a competition, everyone wants the same, and all we want are “things” to tick boxes. That's how you think! And you will tell me why this is wrong in 3... 2... 1...
We could point at the blatant misogyny and totally miss the point. The ad works hurts the same way after swapping genders:
Dear women in your 30s, please be aware that men who are single in their 30s and have no mental issues are very rare and hard fought over. If you want to get one of those, you need to [...] and I can help you in one of my classes...
Well of course, it's a dating market for both sides of the equation. You won't complain about equality now, will you? No princesses simply waiting to be rescued! I happily repeat: 'You better work'
A dating “market”, clear quality criteria (single: check; no mental issues: check; education: check; ... ), now hold your own values against the shop window and hope to be led in. It's obvious that I am not the target group of the ad. George is. Our self-talk is. And it works, it pushes the right buttons, aim and hit.
Because they know what you truly want: The happy Instagram story! Perfect partner, perfect job, perfect smile, perfect body, perfect sunset, ... And what if I don't? If I don't like sunsets? Or if my personal idea of a perfect job is a different one? What then? Then you have to watch more ads. They can tell you what you want, what you need. And you have me!! I tell you, my friend. And if by then you still don't want it, well then you have – obviously – mental issues. Especially in your 30s.
...
You've realised by now, haven't you? You won't win this one. We prepared the board, we shuffle the cards. We wrote the rules and loaded the dice.
...
Now take your seat Then I don't play. I refuse to sit on this table, to play by your rules. Judge me if you like, your scale isn't mine.
Then you won't win. But I might not lose myself trying. And look at it this way: If as you say the ones without “mental issues” are so very rare... then we the others might be legion. Keep your table and your rules and show me the door.
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