Tuesday, January 27, 2009
Brinks Home Security System
Brinks Home Security System has plenty of advertisements that appeal to both Raymond Williams' views on advertising and those of Jib Fowles. The scenario of each advertisement is relatively the same every time. A woman finds herself home alone and a sketchy man runs up and kicks in the door, only to be scared away by the alarm. While the scene you witness is obviously fake, that does not stop it from having a profound impact on the viewer and their emotions. While observing the commercial, a typical thought would be, "What if that happened to me?" The idea of somebody breaking into a house/apartment fills people with fear and anger. Raymond Williams stated that advertising started using fear as a motivator right after the Great Depression and WWI, when tensions were high and the country was in a state of anxious panic. It makes perfect sense that Brinks Home Security would play off the same fear since we now live in a time where our grandparents remark on how hard it is to trust people these days.
Advertising's Fifteen Basic Appeals also stated an easy way to make viewers aware of an advertisement is to tap into the part of their emotions that deals with the need to be safe. But unlike Raymond Williams, this article shows that using people's fear is not necessarily a bad thing. It is important for people to know that there is a way to be safe and that they can prevent future threats from endangering them or their families. So while the tactics used in the commercial were talked about by both Williams and Fowles, it is hard to determine if the advertisers created the commercial strictly for their benefit or that of the consumer.
I remember the first time I saw this commercial. I cannot lie, the guy's karate kick to the door made me laugh, but the idea of somebody breaking into my house frightens me and the thought that nobody would know gets to me even more. The commercial was especially powerful because they also included a child in the video. Every mother around the world probably felt their stomach turn at the thought of anything happening to their child. The advertisers used not only the fear for one's own safety, but also that of the ones they love. I enjoyed the suspense when the daughter appeared at the top of the stairs leaving you to wonder, "Who's at the door?"
-Jessica Karls
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5 comments:
I agree that the commercial does obviously play off of our need to feel safe. I think that in this situation, Williams should not look down upon this commercial, because it is selling a more secure lifestyle just as the commercial shows.
Dan Schneeberg
I think in this case the need to feel safe is justified. In many cities with high crime rates it would not be such a bad idea to have a security system protecting your loved ones and possessions. Break-ins can happen to anyone as shown by the recent death of an NFL player when his home was broken into at night. I think Williams would agree that this commercial was more helpful than trying to ensnare an unsuspecting consumer.
Jeff Scheidegger
Good analysis on thes commercial. I agree with the points you made about Williams' and Fowles' articles and how it ties in to the commercial. It plays on the viewers emotions and hits on one's need to feel safe. I don't think this necessarily fits in with Williams' idea that commericals have a negative affect on society, but his points of how commercials use psychological means to persuade there audience fits very well.
Kevin Nieuwenhuis
Just like the "talking stain" commercial, this ad does a nice job of showing a rare, yet realistic scenario that could happen to anyone. This ad is informative and gets to the point. Overall I think both Fowles and Williams would agree with how it was put together. Fowles would like that it stands out from the others (because of the scene where the burglar breaks in). Also I agree with everyone that Williams shouldn't have a reason to bash it because this is a product that everyone could potentially want to invest in.
Kyle Meier
As many other commentors have said, I would also have to agree that while Williams supports the idea that commercials harmfully affect our society, this case is different. Yes, a great number of commercials try to persuade consumers to buy the latest gadget or something they don't typically need, but this type of advertisement provides people with a way to save possessions and possibly a life. While it's not always the best choice to psychologically mess with peoples minds for coercion, Brinks Home Security is justified in doing it here. While I don't have a home security system, these commercials sure make me wish I did.
Joslyn Plumer
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