All entries for Wednesday 02 November 2005

November 02, 2005

If you love her, take her to the movie

If you love her, take her to the movie

That ostensibly successful promotion motto for a new hype movie had the effect of an ultimatum and made a couple split up. The couple had been together for four years. One romantic evening they were walking down the streets and when the girl saw the billboard advert, she thought it would be an easy way for the guy to say the so much wanted ‘I love you’. And she figured for herself: if he loves me he’ll take me to the movie. Except, the guy was a poor calligrapher, who, although brilliant at what he does, had little wealth to pay for a ticket. In a rage of frustration and emotional pain, the girl dumped the guy.

It would have been a quite, ordinary story of an unfortunate couple if the guy didn’t decide to sue the advertising company for using supposedly manipulative language that resulted in his break-up. Since the guy didn’t have money to pay for a lawyer, he decided to find out if there were other unfortunate guys out there, who had the same misfortune of being fooled by an advert and consequently dumped. For that purpose he published his tragedy a la Shakespeare in a local newspaper and to his surprise, there were plenty who faced harsh penalties for refusing to take their girlfriends to the movie. A lawyer agreed to present the interests of the poor bastard in the court free of charge. But after the case was publicised in the media, people started judging his ex-girlfriend for being overly mediocre, shallow, greedy and unloving, which angered the Juliet even more, eventually resulting in her suing her ex for making the private issue a public topic of discussion and judgement.

The advertising company, of course, pledged it had no intention of manipulating the population by ways of stating an ultimatum and was simply pointing at the nearest and hottest place in town to receive trendy entertainment. The media naturally pointed at the lack of regulations in advertising and a general lack of concern with censorship in this relatively new field. I would, however, sue the company for suggesting that women are incapable of paying for a ticket to the cinema. Why not ‘if you love him, take him to the movie’? Why always ‘If you love him, wash his shirts and don’t forget to iron’?? I mean, wouldn’t it sound much better if the slogan just went: ‘If you love your other half, just say it’?


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