I'm not to sure, but i brought it up cause its quite a good example of Mass Media communication AND non verbal communication.
Its the one where the father ( who looks like Mark Lee!) is speaking seriously about one last chance and that he will return it all. And what do you know! He's talking to his little girl of maybe 4 years old about borrowing MONEY from her.. i cant find it on youtube, hope you know which one I'm talking about!
Anyways firstly, the way it started was good.
no music, nothing. just the man's voice. slow and SERIOUS.
so everyone knows immediately that its important, catches their attention.
The words used are a bit ambiguous, holding on to the viewers as they try to guess what he's talking about.
Then the little girl appears saying absolutely NOTHING.
Just holding her tiny piggy bank, with a look of uncertainty in her eyes.
I thought the whole non verbal effect from her was good! although her acting may not be top-notch per say.
But it manage to bring about the point of the 'advert', showing the cost of a gambling addiction and how it can cost your loved ones as well.
In the Mass Communication side, it used media to reach out to everyone.
and I really mean EVERYONE. except for people who maybe drive everywhere and make it a point NOT to look at television screens... the 'advert is up on ch 5, ch 8, tv mobile, and even the screen at mrt stations.
I thought it was a good idea to plant the seed of anti gambling into people's minds now, before the IR open.
so yup! Good use of Mass Communication, of media, and in that, of non verbal communication.
maybe though, just maybe, they can do more than that.
i mean, considering not having the IR now, and there ARE already people addicted to gambling, and going down to Genting and other casinos or jack pot machines to ding ding ding their savings away....
once IR is up, its going to be PRETTY hard to stop these people from entering our own country's casino!
so yeah. I think its a really bad habit, even if its a one off or now and then thing. Well, if you have the need or sudden urge to spend a huge amount of money... you can spend it on ME! (: at least it would benefit someone you know (ie me) instead of people you dont know.. (ie. casino companies..)
9 comments:
On those days where we see a longgggg queue outside some 4D shop, how many of those people in the queue actually know that they are addicts?
I think most people in that queue probably don't and to them it's probably just another 'lucky' day for them to strike and be rich over night.
Some probably can 'afford' to be gambling addicts,but there are also some who can't, especially when you have to borrow money from the little one who has to digg into her piggy bank.
Then again, are we saying those who can afford should be allowed to be addicts? Afterall, it's not like they can't afford or that they are harming anyone. How do we stop them from this bad habits? I think the best way is to show some REAL examples, like asking those ex-gambling addicts to step out, whether they are rich or not. This way the public would then really know what it's like to really lose every single cent that you have. I am sure along the way you lose more than just money.
Having said all that, I do think the advert works for the general masses, it puts the msg across well.
Yes, the advert has a good beginning. It keeps you watching because it does not give everything away at the beginning. Only at the end you realise that he is asking for money to gamble it away.
One questions though. Is gambling a vice or a sickness? Shouldn't the latter be addressed as well?
hey... wonder how the computer knows my name.. :)
Anyway lets questions some notions first...
what does gambling feed on??
My guess is that it feeds on ppl's desire to win in life. The bigger the odds the bigger the more glorious the win is. In history, the winning underdog always glorified with words like determined, indomitable spirit, finishing the race, triumph against all odds, excellent insight, farsighted blar blar blar.
The desire to win is inbuilt in everyone. AKA the survival of the fittest or more correctly the demise of the weakest..not dying for today means u win for the day...(agree??) :) who doesn't want to win...
It also feeds on ppl wanting to do things right or getting things right..
eg. oh maybe i chose the wrong odds. I'll get it right this time..let me correct my mistake this time..let me redeem myself..i can't be down all the time..i'm almost winning..i'm determined..blar blar
In controlling the desire to win, ppl can still gamble and get away from the vice-like grip of winning.
However this is quite unlikely as there will then be no joy in winning.. defeats the purpose of gambling(wining) :)
The problem with gambling is winning...or rather the perceived notion tat I'll win one day if i try hard enough. luck is a mathematical coincidence. some calls it an act of god. some says blessing...well...winning todays does not mean losing tml..or does it?
Now to gambling problems... what is the price one is willing to pay?
Apparently everything one can get one's hands on >> everything one owns as well as things others owns.
eg. 'I'll sell your soul if i can win.. I've sold mine already' Betting on the elusive 'better future'.
The main problem are the gambling addicts who pull everyone around them down into the never ending darkness. It could be solved it ppl are willing to cut losses, let go and rebuild their lives once again... but its human nature to hold on to past glories or a glimmer of hope.
The addicts must open their minds that there is no hope in recouping losses or breaking even. the only hope lies in them reaching hopelessness. Hopelessness in gambling. before they'll see the light in other things in life.
The advert u mention sends a strong message... that losing means losing more then money.
How ever addicts may see as 'it only happens to someone else'
Eg. lighting strikes someone..rare occurrence..unless it happens to you...
ppl like to see the bright side of life..its time to make addicts see the dark side of gambling. let them internalize that gambling means losing. no chance of winning. even if someone wins. they're bound to lose it back. and when they lose.. they lose everything. the point to make is that winning everyday will not make up for losing that once in the proverbial 'one fine day'
gambling addiction could eventually be a mental sickness that has to be treated.
okk enough for today i guess.. :)
In my opinion, the advertisement kind of only serves to illustrate that gambling is harmful to not just the society, but also loved ones. But whether it helps encourage gamblers to quit, that I'm not sure.
Sure, adverts amongst the many forms of mass media, do have great reach, and with the high frequency on the different channels, showing this ad during almost every section in between shows, does impress upon the audience the intended message behind it. However, it dint strike as something 'harsh' enough or 'strong' enough to make a gambler think about quitting. Maybe they might feel a sense of guilt, just maybe (if they even still have that sense of humanity and conscience).
It also depends on who the intended audience is. Is it really those hardcore gamblers to advise them to quit gambling? Or is it more like the general public whereby almost everyone is a gambler of some sort?
And why is there this advert in the first place anyway? Are there really that many hardcore gamblers in Singapore (which I don't realise)?
Just some questions which came into my mind, and my two cents worth.
Well.... well..... It seems that I have to retype this... stupid computer....
Anyway, I think that the advert was catchy throughout. At least this father was only trying to get at the girls piggy bank. I've know that in worst case senario is that family gets hounded by "Ah Longs" which can really be very bad.
I feel gambling is not too bad unless pple decide to take it too far. So we got to have self control.
Gambling can be classified good if we play small for the fun and just for the luck. For fun we can always play Mahjong as it helps to stimulate our brains to think fast and act fast, to remember and to catch up on old times with our friends.
I think the media is doing something about this gambling stuff. What about government?? I don think that Singapore pools was opened just to encourage gambling. Also if government were to openly enforce laws that anybody who gambles is a criminal then there won't be any democracy and that live would be damm boring lor!!!
Not to mention that jail house in Singapore will be packed with alot of these "criminals"
So I really feel that its up to indiviuals to think of how much they intend to loss. If they become siao gamblers then its also the family responsibiltiy to turn them in to the rehab centres to help those siao gamblers to return to normal...
hmm. a lot of you guys raised issues on gambling alone..
firstly.. i think gambling is a vice that turns into a sickness. starts of okay.. becomes a habit.. then becomes an addiction.
and turning back to the communication and media side.. what carlyn said is actually quite true mann. i didnt see it that way..
you're right, the advert is applying one of aristotles philosophies of rhetorics in communications.. pathos, being the mode of persuasion used to appeal to the emotions (greek word)
so yes. here this is being applied. but like carlyn said, it might invoke a sense of guilt, but where's the push factor to quit?... maybe the advert is one of many to come? hmm. like a 'teaser' in a promotional advert.
and im just wondering, who's creating these adverts? it always ends with a quit-line or whatever. lets say for smoking and all... but isn't it the government who is putting up these media outreach? i think its just reaching out to hard core gamblers..
but i doubt this advert will dissuade any of them. hahaha. which actually is quite sad cause that means the advert did not work out to its purpose.
hmmm. so much for good use of non verbal communications and so on. it didnt work in the end...
but if you think about it... im sure its planted a seed (even if its a mustard sized one) into gamblers who borrow money from their family or friends? for it to take root may take a while. so thats good for now?
Firstly, I have to admit, I really didn't have time to read everyone's comments so i'm just going to give my comments on the topic(and sorry if i repeat points that others may/may not have brought up)
Also i'm thinking of the points on the spot so forgive me if there's any hidden insults, offences or anything(this is my disclaimer.)
Well, i have to take quite a neutral stand on the word 'Gambling'. everyone would have a totally different view on what gambling means to them. For example, people who don't buy 4D regularly may consider the 'daily 4Ders' gambling addicts, while to the latter, buying 4D is just a passing activity rather than a vice. To me, I feel that visiting the casino, participating in 4D and the like are nothing more than just a form of harmless entertainment on the sole condition that it is done in moderation.
What do i consider to be in moderation? Well, for starters, the individual should be using EXCESS cash to indulge in these activities. So if the situation would be like that of the advertisement, i would agree with Sheila that the man had taken his gambling vice over the edge.
but for the case of those who once off want to have abit of fun, or even those 4D buyers who spend a small amount everyday just in the hope that they may win something, i would say let them do as they please. it is their hard earned cash, and as long as they are in control of themselves, what reason is there to stop them?
hmm i have nothing to comment about the mass media side so thats it from me. When i have more time to collect my thoughts I'll write a more substantiated argument.
hi 'm back..again
well this advert is banking on the ties of singaporean family. Family is the building block of society. Father is the defender of the family,breadwinner, role model etc.
To beg money from his young daughter, it shows that gambling strips pride n dignity from the man of the house. wat's worse is the part of taking away wat little money the little girl has in her piggy bank.
It also shows that the father has lost eveything he has n now is betting with money he doesn't own.
its sends a message. however as with most govt adds, it seems to preach to the converted. most gambling addict will not bother. same goes with the anti-smoking campaign ads. a whole campaign of social engineering will have a few years of constant media bombardment for ppl to internalise the message.
an example is the mrt escalator campaign of keep left is the right way. after a few years, u can see ppl keeping left on esclators n staircases.. :)
overall the ad message is strong in its non-verbal cues as well as the opening scene. the scene is able to relate to the man-on-the-street, the average singaporean. however the impact is left to be seen.
wow! i didnt realize everyone had so many opinions about gambling! but yes.. i guess the advert does speak volumes even though it may not drive the people to change their gmabling habit if there is one. so yes. i shall put it 6 on the scale of 1-10 for the communication usage, but lack of pushing factor. ((:
cheerios! my next post shall be about 300!
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