"It's not where it takes you. It's what it gets
you away from."
I found
this print advertisement for a cable sports channel on a website for recognised
work within the advertising industry. It was held up as an exemplary
example of a print campaign.
The main
character in this campaign is a casually dressed, every-man type and the
intended audience is clearly male sports viewers. The male character is
seen rising towards the light/the couch, presumably to watch his favourite
sports game. In doing so, he is also seen escaping the burning
darkness/the wife and children. The wife is depicted as a dishevelled
looking woman, holding two screaming infants. She can be seen looking up
at the male figure, beckoning him to return. The awkward way she is
holding the two toddlers implies that they are more than she can handle and
keep under control.
The
juxtaposition of heaven and hell is obvious. The male character's family
is lurking in the depths of hell, suggesting that his everyday responsibilities
are a burden and his only release and sense of enlightenment comes from
engaging in the male-dominated activity of watching sports. This is where
peace can be found. This is where the light is. This is the closest
he can get to godliness. However, the caption reinforces the idea that it is not
watching sports that is the end goal, rather getting away from the family is:
time away from your family is equal to heaven.
No regard
is given to the female character, forced to look after the children by
herself. The context of the visual imagery and the caption imply that the
female character is little more than a nag, responsible for placing these
burdens on the male, making it necessary for him to seek escape. Her
demands for attention are what is driving the male away.
The
imagery in this advertisement is striking to me, on a couple of different
levels. First of all, the couch, in this top position, surrounded by holy
light, seems to me to be saying that in our society, we place pop culture entertainment above
all else. The comfort gained from watching television, movies, and so on
beats any comfort that could be gained from interacting with others, even loved
ones. It suggests that pop culture is what is pulling people away from
each other, driving a wedge in relationships. Has our society become so
shallow that the pinnacle of all we can hope for is to escape with a couple of
hours of mind-numbing television?
The
religious connotations are even more bothersome. The received reading
would like to suggest that it is women who drive men away however, I wonder if
it is in fact religion that is responsible? In practice, religions of all
kinds are patriarchal, whether directly from scripture or through
interpretation and action, and the inherent positioning of men over women is
what is driving them apart. The
male’s face is awash in glowing light; he has attained salvation, his existence has been validated by religion, while the
female remains unsaved, in the dirty squalor of hell. I find it ironic that religion advocates so strongly for
heterosexual marriage and so strongly against abortion, yet the end result is that this female
is trapped in hell, with two children she may not have wanted, in a marriage
she had to enter into, with a partner who sees himself as her superior and as
such denies her the help that she looks to him for. The male’s preoccupation with attaining enlightenment keeps
him disconnected from his family and the female’s acceptance of religion and its
demands is what keeps her subjugated and unsatisfied. To reappropriate the caption in reference to the female’s
situation – religion is not taking her anywhere; it is keeping her away from true
freedom in thought and action, in the darkness and away from the light.