I do not exactly know how many of you out there are aware of, in my opinion, this unique and brilliant advertisement that supports the theme “Get the full story”. Firstly, I am fascinated with the way the advertisers make us go “what the……” or “Jesus…..” (For me) and then sinks reality in by the simplest of actions. We experience two different emotions in a space of thirty seconds. Secondly, notice the additional effort to sway the audience to disgust at 0.15, the “bouncing” action when we boys piss, we all know that happens at the very end of the session now don’t we gentlemen? Sorry ladies, I’m not exactly sure if bouncing is a part of your urinating session, but I can guess it might not be. Also, not to be missed is the classic posture of the hands; I definitely don’t piss with one or both hands at my hips. Thirdly, appreciate the timing in which the advertisement encourages us to find out about “Singapore’s worst restaurant” (or so we thought), evidently supporting an atrocious action – pissing in the kitchen. Timing is just as good when it completes the sentence – “and the best” evidently incorporating the normal kitchen scene at the end.
The audiences are being forced to draw conclusion (closure) during the first 18 seconds courtesy of the chef. This can be also considered as one of the points of the idols of the tribe, the tendency for us to jump to conclusions. Interpretation is also influenced by the nonverbal cues as seen in the clip, back facing screen coupled with the “bouncing” and water-dripping sound effect have us thinking about only one possible action.
"Am i or am i not?"Message sent: Don’t draw conclusions without having the full story, communication may be deceptive. Have you drawn any conclusion of your own?
Source : 1) Mediacorp 93.8 Live.
(youtube clip)
14 comments:
Very good commercial that evokes our feelings and perceptions. Audiences will definitely remember such a commercial because of the feelings of disgust they experienced, that in the end turned to laughter, and a nod toward the producers. What you say is really true. Some times as communicators we tend to 'jump' to conclusions without first hearing the message in its context, or hearing the full story. If we want to get accurate messages, we should not be biased.
One of my favourite few commercials too.
It didnt require words at all.
All it needed was actions &the message which was so clearly highlighted.
The Art of Deception... are we like that too, i wonder?
It happens everyday each time we misjudge &choose things our way without allowing things to happen.
i remember this one, together with the crying baby at the rubbish dump.
this advertisement is a very good example of how perception can alter the truth, and in this 21th century where everything happens in a click, we often make the mistake of forming conclusions before accessing the situation carefully.
and that is the boon, and bane of the Information Technology.
yep! commercials are powerful and important tools in getting messages across. indeed, once you get the audience interested in stating out something bold such as Singapore's worst restaurant, you attract their attention immediately and will be bounded to the message you are conveying soon.
unlike the commercial i have uploaded in my blog, it is definitely not conveying any message across.. do have a look and comment. cheers!
very often in our lives too, do we perceive things to be as they are without finding out the whole story. when we see someone who is slightly out of the norm, we tend to very quickly judge him/her as belonging to another category. once we realise that non verbal cues can be deceptive like you mentioned, then can we learn to view things from a better perspective.
I never really cared about Singaporean commercials but these stream of adverts was quite a brilliant bit of "skullduggery."
The ability to perceive actual reality is something not many people have and I do not think anybody would for a long time.Nobody truly knows the entirety of truth because of bulk perceptual noise out there.
We humans have an uncanny knack of being pretty good at being incredibly stupid at judging things.We think we know a whole lot about animals,our friends,families,our enemies,total strangers,the universe or Santa when the truth is many of us barely know OURSELVES in the first place.
The human arrogance in thinking it knows everything knows no limit and this advertisement plays into that.
commercials don't usually stay in my mind. but for this particular a commercial, i don't even have to play the video, but it naturally "plays" in my mind. it just goes to show how good this commercial is. and also the power of the mass media..
yes i totally agree with with u said... in fact this is in line with interpretation. sometimes people say things and more often then not we interpret it in a way different from what the sender is trying to tell us. this leads to many many misunderstandings between people.
sometimes. we need to first get the whole picture before forming our impression. this is similar to PRAGMATIC PERSPECTIVE. where we learn about what happened before that leads up to this event. sometimes what we see is not what is really happening. like your advertisement, this truly shows how we often get misled by first impressions.
Even the advertisers are using this to hit on us.
Yes ladies and gentlemen,I see most of you have come to an agreement that this advertisement was rather misleading.Swaying us to one direction first and then to another.What we perceive can sometimes be mistaken for jumping to conclusion.We should not be bias as what we see may not be what is actually happening.The Art of Deception.......The Art of Deceiving?...Can we relate to that? - Just a thought. :)
Remember people, the dangers of jumping to conclusions and making assumptions! As they always say, when you assume, you make an ASS out of U and ME!
This goes to show about how we perceive things and how quick we are to take the shortcut and jump the gun. Even though we do not actually see him in full glory, we are fast to assume that he is indeed pissing.
We all know that this is bad, but how can we avoid it? Especially in this fast paced and hectic lifestyle, where it is important to think fast and react quickly to stay ahead of the competition.
If you want to stay ahead, it is almost easier to use a shortcut, and in this case, jumping to a conclusion.
i like this commercial a lot. it's one of my favourite local commercials, the kind i don;t mind holding back my pee for a minute just to watch the entire clip.
anyway, i feel that non-verbal cues actually evokes more emotions in audience more than the verbal communication. as they say, "action speaks louder than words"
I enjoyed this commercial! I was sitting on my sofa hoping to find out the name of the restaurant, but when it took a 360 degrees turn, i was struck by the brilliance!
Nowadays with so much ads and commercials, which are boring and generic there comes along one or two interesting ones like this. I guess with a highly developed and intelligent society, the art of deception is much needed to anchor a deeper impression!
:)
Good idea for an advertisement, but not exactly realistic. I mean, who pours wine into a pan like that? I've never seen any guy act like that, especially the swaying from side to side and bouncing at the end. But hey, despite that, it's one of the more ingenious commercials I've seen lately.
It seems we just have to always judge things the moment we see them. I suppose it's just second nature to most people, to form an impression of whatever they're seeing the very moment they witness it. Otherwise, how can we discern right from wrong and make the right decisions, especially in our fast paced and constantly changing world today? It takes time to form a balanced conclusion and not be deceived - and sometimes time is just not what we have.
Post a Comment