I watched the commercial online and found it extremely offensive. What bothered me is the idea that these new, high tech robots were coming in and invading someone else's land. It reminds me of the settlers coming in and invading the Native American's land. Ironically enough, i found a book in the library today called A River Runs Wild. It is about this river in Massachusets that the native americans lived on and kept clean. Then when we came and took over, we polluted the river into a swamp. The book caught my eye because of the title. It was a book i had in childhood! Such a random event, i sat and read the book this morning in the library. And then to see this advertisement tonight cements the theme of the day. I hated the image of these robots coming in to the Indian's land on the wooden plank and cattle. I thought the part where the robots walked up to the 'test field' was offensive. I hated the image of the packaged corn, it reminded me of the food packaging for astronauts or MREs for soldiers. I thought the part with the robot putting the seed into India's soil with his metal finger was such a bad metaphor of new technology invading what is natural and already there. It was blatantly clear that the robots had come out of surprise and that the Indians were hesitant of them. When the young girl shyly came out behind her parents back and carefully took the corn. It was as if the robots thought they were doing these people some monumental favor by giving them corn. I thought the commercial continued a terrible stereotype that third world countries desperately need our help and we are dominant over them and so on and so forth.
To really add insult to injury, the ad had to take place in india of third world countries. Two years ago, i lived in India for a semester so i feel as if i have a better understanding of the country than the average joe from america. And to know how the people and the self sufficiency of much of the country works and to then see this commercial basically say that the country couldnt figure things out on their own was so wrong.
This ad is just another way to show our ignorance about countries other than our own; how we invade and take over other countries (and their culture) even when we arent necessarily 'invited'. Thumbs down on this one.
Wednesday, October 1, 2008
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