Category Archives: advertisement

Stars Earn Stripes (Is a Terrible, Awful, Idiotic Abomination)

When I was watching the bad acid trip that the Brits were passing off as the opening ceremonies of the Olympics, I saw an ad for an upcoming NBC reality show called Stars Earn Stripes.

For those of you too lazy to watch the YouTube video, Stars Earn Stripes is essentially a collection of B and C level celebrities (and Terry Crews) who are put through elements of basic military training and then tasked with carrying out “missions” (i.e. blow stuff up).

Naturally, the reaction of both myself and everyone I was watching with went a little something like this:

Ironically, this is one of the “missions”…

Despite the ad touting that “In the end, it’s all about understanding one thing… true bravery… It’s about honoring our veterans and our law enforcement officers…”.

I’m going to go out on a limb here and say that a show where a bunch of people are given a couple months of watered down military training in an environment more or less free from danger and label it as comparable to the pain, sacrifices, stress, and general hardship of the actual military is about as far as you can get from honoring them. One of the guys I saw the commercial with had been in the military himself, stationed in Afghanistan, and he asserted that the idea of the show was offensive (as did everyone else in the room). Indeed, restoring some faith in humanity, the reaction of pretty much everyone to Stars Earn Stripes has been more or less this:

Marking the first time comments on a YouTube Video have been mostly intelligent and well-reasoned…

Let’s break it down here. Stars Earn Stripes is presenting:

  1. A Sanitized View of War
  2. A Glamorized View of War
  3. An Insult to Anyone who is or ever has Been Involved in War

First, let’s address the sanitizing or “white-washing”, as some critics are calling it. Stars Earn Stripes still has ten days to air, however, I think it’s safe to say that the actual decisions and consequences on the show are nothing like what they are in reality. The ad boasts that they will use “Real Explosions” and “Live Ammo”, as if this somehow adds weight or danger to the show. You what other shows have been using live ammo and real explosions for years?

Mythbusters

Deadliest Warrior (Sorry I couldn’t find a Gif for this)

…Or pretty much any show having anything to do with guns and explosions…

See, the celebrities might be in some danger- but hardly anything that you can’t find on other shows, and nothing on the level of what combat soldiers have to deal with. On top of this, I’m guessing that the celebrities aren’t going to actually kill anyone, or have to grapple with the moral and psychological ramifications of doing so. In fact, the celebrities will never have to worry about any of the basic aspects of military service that soldiers are expected to deal with- constant danger, the possibility of being disabled (if not killed or captured or tortured) for life, the possibility of killing and innocent civilian by accident, or (for the female contestants) the rampant problem of rape. Terry Crews is a tough guy, I’m sure, but I have my doubts as to how he’d react actually witnessing someone (on any side of the conflict) killed. Let’s face the facts, Stars Earn Stripes is not going to show you bodies in all their gory reality. This isn’t war- this is Hollywood.

Second, let’s talk about the glamorization we’re sure to see hear. Of course Stars Earn Stripes will present the celebrities having little breakdowns, or getting dusty or bruised, but even John McClane got pretty trashed in Die Hard.

But the military isn’t just concussion grenades and contusions- there’s plenty of… well- boredom to it. I’m not saying this to put down the armed forces, I’m just trying to offer an accurate picture here. There are toilets to be scrubbed, mess halls to be cleaned, uniformed to be creased and beds to be made. There’s paperwork and basic maintenance. Are we gonna see the Stars Earn Stripes celebrities get chewed out for not having left six inches between their blankets and their sheets? I doubt it.

Thirdly, the combination of the previously mentioned points creates a completely and wholly inaccurate picture of the conditions the men and women of the military find themselves in. Stars Earn Stripes isn’t about the military, it’s about a highly fetishized aspect of war. And make no mistake- we’re not talking about just the military here- we’re talking about war. Without the past decade or so of nonstop conflict in Afghanistan, Iraq, and elsewhere, it’s highly doubtful that Stars Earn Stripes would even exist, after all, what’s the point of doing a show about the military if you can’t jam it full of explosions? An almost assured side-effect of this lousy and poorly thought-out attempt to “honor” the troops (i.e. make money off of them and their hardships) is the glorification of war. It doesn’t matter if you’re the most dogged pacifist or hard-line advocate of “just cause”- we all know that war itself is not something that should be portrayed this way. Maybe you think war is wrong, maybe you think war is right- you never think war is pretty. As William Tecumseh Sherman, perhaps the most brutal general of the Civil War, put it “There is many a boy here today who looks on war as all glory, but, boys, it is all Hell.”

The guy who burned Atlanta to the ground just by glaring at it would know….

It cheapens war. In the off chance that you want to hear my full rant about this, here’s the link. The simple version is that this drastic level of ignorance when it comes to the bloodshed- you know, the actual war is not only an insult to the military, but to any and all victims of war, and a direct attack upon the basic decency and dignity of humanity at large.

I’d say that NBC’s heart is in the right place, only I don’t think that’s true. I think this show is a calculated plan to manipulate emotions and capitalize off of human suffering. This has nothing to do with honoring anyone- this is about lining wallets.

Again, to NBC I submit this as my closing remark:

The Avengers and New Footage Fatigue

Mild spoilers, if you’re not constantly watching for comic book movie news [like I do].
                                                                                                                                                                      

Don’t get me wrong, I’m still going to see The Avengers this summer. The thing is, I may as well be watching it for the second time.

Joss Whedon’s biggest directorial experience to date will hit in a little under three weeks with a running time of 155 minutes. After all of the trailers, previews, and TV spots I’ve seen I think that only leaves me about half an hour of footage to experience in the theatre for the first time.

Seriously, though, today I found out that Maria Hill and Nick Fury will have an argument of some sort. I don’t know exactly what it’s going to be about, but I know that it will happen because of an interview Cobie Smulders [playing Hill] did with David Letterman. I also know that Captain America will tell the Gamma-Powered Goliath to smash something. At some point in the film I know that Black Widow will soundly thrash a general and his cronies, because a 43-second clip was released by Marvel.

I don’t mind that Marvel has been advertising this film with everything from Dr. Pepper to Wyndham Hotels. Pixar’s Cars made something like $462 million in the box office, which isn’t bad. What’s even better, though, is the $5 billion they made in merchandise. Movie tie-ins that include toys and such are not at all what worry me. What worries me is knowing too much about the movie before I see it on the big screen.

StarCraft II: Wings of Liberty was what the summer of 2010 held for me, and while waiting for in the ’09-10 academic year I spent a great deal of my free time trying to find out more about the game. In the process I became privy to information on seven or eight missions. That’s about a third of the game. Not only that, but I also perused a site that had posted unit models, robbing myself of experiencing them in the game first-hand.

We live in a world where information is at our fingertips, and leaks and spoilers of any kind can be found within seconds. At this point in time I have no idea what the image on the right is of, only that they are part of Loki’s army and the primary antagonists in The Avengers. I don’t want to know what they are until I see the movie, and it’s getting harder and harder to when I daily visit sites such as ComicBookMovie.com, ComicsAlliance, and io9 [the latter even has a daily feature called Early Morning Spoilers].

From this point on I refuse to watch another TV spot for The Avengers. There’s only so many seconds of new footage they can cram in there before I’ve seen more of the movie than I wanted to. I’m going to see if I can hold out until May 4, and I hope that when I finally see it in theatres I’ll be able to enjoy every second of those 155 minutes like I’m watching them for the first time.

Sexism, Reductionism, and Stepping on Women’s Heads

So Retronaut has a page of “Vintage Ad Sexism” – hilariously sexist ads, many of them aimed at men’s pride (“brand new man-talking, power packed patterns that tell her it’s a man’s world”) or women’s insecurities (“Would YOUR husband marry you again?”). There are some gems in there, like these:

source: retronaut.co

I'm just gonna let these speak for themselves.

source: retronaut.co

source: retronaut.co

Read some of this one for the full effect

source: retronaut.co

And this one might be my favorite…source: retronaut.co

Aren’t some of them kind of frighteningly recent-looking?

So yeah, we remember sexism, 1919 and women’s suffrage and bra-burning and all that. Being shocked that women couldn’t vote, etc. But seeing advertisements make it more harrowing. Serious political oppression at least treats women with enough dignity to be oppressed – advertisements make light of women as entities. I am less concerned with the essential sexism in these than I am the reduction.

Violence and political oppression are horrid, yes, but reduction is more insidious because it tends to keep hanging around long after voting rights have been own and salaries have been evened out.

The advertisements here, of course, appear ludicrous to us. “Is a wife to blame if she doesn’t know [to use a douche]? Yes! She’s decidedly to blame.” The one with the rug with a woman’s head, the man standing with one foot on her head Captain-Morgan-style. Some of them are just ridiculous.

But it is good to remember that as insane as they may seem, these are real, and they are recent. People who saw these ads and accepted them as a relevant way to advertise a product – people who made the ads, laughed at them, nodded in agreement – still make up a large part of our society today. Even after that generation dies, the fact is that American culture (it’s what I’m talking about here; can’t speak to other places) has been steeped in the reduction of women – and this is not an influence easily shed.

Now, establishing a double standard to “make up” for lost time is not the answer. Ensuring that all males are instilled with a sense of guilt about the past will not help society. Only by awareness of our ideological roots, and the flaws and violence therein, can we stay – or at least slow – regression.

Product Placement, and/or Wouldn’t an Ice Cold Pepsi Really Hit The Spot Right Now?

After a long day, I plan on sitting back and finally watching the last episode of CBC’s Being Erica, a show I began last summer and have yet to finish. While skimming its Wikipedia page I was reminded of Season 4 Episode 8, and the product placement that the video below accurately describes  as “egregious.”


It’s difficult to be immersed in a show that shoves advertising down your throat, and I definitely remember being disturbed by it. A car that can park itself is impressive, but watching two characters you’ve grown familiar with ooh and aah as a car salesman lists its features is not. As I watch the clip again and hear the back and forth of “No way” and “Way” it’s hard not to feel a little sick inside.

As was to be expected, the Canadian press was far from thrilled by this. An article on the National Post titled “How Being Erica took product integration too far” cites this episode as the one that caused the author to “break up with Erica.” She also referenced a the following point I had already been planning on making:

Is there anything 30 Rock can’t get away with? The clip above features product placement that is far more in-your-face than what was found in Being Erica, yet manages to pull it off. It’s both meta and very funny, and as a result as viewers we can laugh it off and even respect what the show is doing.

How much, then, can we put up with? I fully recognize that Dr. Pepper plays a fairly prominent role in the first three Spider-man films, and the ridiculous amount of BMWs in Mission Impossible: Ghost Protocol was impossible to ignore. Phones, more than ever have gotten a good amount of screen time in music videos, with so many examples out there I’m not even going to link to one.

Product placement [or integration, which definitely has more positive connotations] has, and will continue to be around, but is this something that we should take for granted and accept? That particular episode of Being Erica sparked an uproar of sorts, with audience members feeling offended that the network would think so little of them. The message behind their complaints seems to be: You can advertise to us, but be subtle about it.

The economy’s not in great shape, and TV shows and movies and music videos can only be made if there’s money to fund them. Since we’re going to keep getting logos flashed in our faces, what should we do? Can we do anything about it? As consumers of the media we should all have standards we expect to be met, but the question now is when do we draw the line?