The nonstop onslaught of progressive narratives and forced diversity casting in advertising has become so consistent that right-leaning media has begun to successfully weaponize backlash on social media. This pushback, however, offers media outlets cheap content to write up: evil racists upset about an advertisement. It becomes a chance to parade around the specific narrative that was meant to be an unconscious message into an opportunity to target vaisyas about what is now acceptable.
Since progressives control the organs of the Cathedral, they control how the discussion is framed. It does not matter how ridiculous or creepy the pairing–for example, the white adult male in only jockey shorts holding a naked black baby, or the middle-aged black male proposing to what appears to be a twelve-year-old white girl, while simultaneously holding an engagement ring box in the wrong direction.
This is a function of the advertising-marketing employees, the problem of parity products, and the programming party into the identity of consumers. In Jerry Mander’s book on eliminating television, he stresses the importance of considering what type of person enters the field of television. This applies to advertising and marketing, as well. These fields are intertwined, and even a basic viewing of Mad Men will prime you for the revolving door between the two fields. People jump from client to advertiser, and all keep the funds flowing for ad buys.
Who is likely to be a creative? Who wants to see their vision broadcast to the world? Who wants to imprint their worldview on others? The field is a draw for the progressive coalition members. On top of this, as the nation becomes more diverse, more specific marketing can be cultivated for the niche customer. Global Hue is an advertising firm that specializes in advertising for minorities. They will win other advertising contracts, so creating campaigns now come with the automatic ‘see it through black/Hispanic/white eyes’ setting. These employees bring their progressivism and apply it to every situation for a thirty second ad spot.
The troubling trend is how ubiquitous the diversity casting and highly unlikely combinations are (Asian father with black mom) because these situations are presented in the most basic of products. Parity products like toilet paper, beer, or basic necessities use this casting. These goods and services have no edge to snag customers. Many industries have also switched from healthy market competition to price-rigged oligarchies, or even worse, industry-wide adoption of the low-cost provider model. Air travel has also reached this point.
Much is made of the LGBT rainbow being slapped on all tech firms’ logos when the gay marriage Supreme Court ruling dropped, but take a second look at those firms. Is there really much difference between Google and Bing for search? Could one easily substitute Lyft for Uber? Do we really need Facebook or Twitter? Many of these are companies without a need, but it strikes at even goods without a natural monopoly. All product development and marketing is trying to find a way to create a product and pitch it to customers in a way that is irreplaceable, creating a monopoly. This gives them monopoly pricing power to maximize their specific products’ profits.
Parity products employ celebrity endorsements, ‘just like you’ user testimonials, or wacky giveaway schemes. Alfa Romeo’s Super Bowl ads stuck to sexiness and aspirational goals, but they are selling sexy looking cars, not weak beer, soap, or Walmart. By using the latest social crusade in an advertisement, it appeals to the hip, cool and high-status item that the news media and academics are telling you is good. One can feel comfortable knowing their product is used by good people, people like you. It is not solely that the soap makes your hands bacteria-free, but that people who are righteous enough to marry a black woman, drive their gay son to pick up his date, or help their daughter dress like a man use the same product as you. You may not engage in those acts, but you support the cause.
This works, though, because the party has been programmed into people’s identity. This is a decades-long project, but the filtering of the population is well into advanced stages. The “I don’t know anybody who voted for Nixon” elite exclamation of the 1970s has been replaced by ending friendships or cutting off family who vote for the other team. While surveys show this is a disproportionately progressive act, and that female liberals engage in it more, those same women are prime consumers that are marketed to. These ads appeal to those women by confirming their worldview. Every black child has a mom and dad (in shirt and tie), while living in a 2000 square foot home, eating the same cereal as your kids. These ads become thirty second affirmations of their political beliefs. The advertisements help manage their mental state that is increasingly coming into contact with a reality that contradicts it.
It is not just in advertisement creation, but in how the ad is deployed that matters. Angelsoft has an ad campaign called “Be soft. Be strong.” It is toilet paper. Hard to get more parity product than that. How can one subvert traditions and norms? Simple casting, but beyond casting, selectively choosing how to frame spots. For example, this is a long cut of a toilet paper ad. In that minute, a handsome single white father raises a daughter on his own. The believability is not there to begin with, and the fantasy continues as he becomes handsome SWPL dad, while his daughter is Plain Jane teenager. One knows mom is gone (dead, law career, heroin overdose) because dad has to show her how to shave her legs. Slight subversion of father role is that it never shows him being a stereotypical dad, but instead having to do a bunch of uncommon things, things moms often do for their kids.
The subversive element comes with their selection for the 15 second ad that will get more rotation and catch viewers in the forced views prior to YouTube videos. What section of the ad does it use? Dad shaving his legs. No context. Missing is the narrative of a single father forced to be both parents, and being soft and strong for his daughter. The viewer now wonders if the dad is a homosexual, maybe a transvestite, or just a caring dad. Why is dad showing her this? The entire mood of the ad is thrown off. Dad grabbing toilet paper when a boy ruins his daughter’s night was too sweet. That short edit is the advertiser’s intention to hit you, the viewer. Maybe not the client’s intention, but the ad creative lead’s with the PRIDE sticker on her Subaru Outback bumper.
Much has been discussed about the pro-immigration, Super Bowl advertisements of Budweiser, AirBnB or 84 Lumber. These Super Bowl ads cost over five million dollars and are dreamed up months in advance. They get storyboarded and presented to clients for sign-off. These are not reactions to Trump. due to the lead time involved, but hint at possible media messaging campaigns, had Clinton won the presidency. Recall that she and running mate Senator Kaine had promised immediate amnesty and massive reforms to immigration. What better way to nudge the masses than lying to them about the immigration trek of the founder of the most well-known beer in America?
This advertising will continue as long as there is a market for it. All marketing and advertising is based on the effect it has on sales. Advertising dollars go to where advertising works. This is not like news media, where losses are tolerated due to the power of control over propaganda organs. The larger threats to this advertising system are changes in television viewing in general, the possibility of the economy entering a post-growth mode as all low hanging economic fruit has been plucked, and the shift in the progressive voter coalition.