Lederhosen in Stride
Watching violence on television can impair a person’s ability to remember what is being advertised during the commercials.”The anger incurred after watching the violent videotapes did seem to have a lot to do with impairing their memory for the commercials because those who watched the violent videotape reported feeling more angry.”
Stride Gum, Lederhosen
”They also had lower scores on the brand name recognition, brand name recall and commercial message recall measures,” … ”that the negative effects of television violence on memory for commercial messages can be partly due to the anger induced by the violent content. This is not good for advertisers because in the time they hope viewers are absorbing their commercial messages, viewers may actually be trying to calm their anger brought on by what they just watched.” ( Brad T.Bushman, Journal of Experimental Psychology )
The new commercial for stride gum, is violent. It shows traditional lederhosen garbed European Alps teutonic types, dancing a polka to the Swiss Yodel Waltz while punching and kicking a gum eater. A message of equating traditional cultural expression with backwardness and violence similar to the Borat film. Cultural artifacts and stereotyping inspired directly out of Chevy Chase’s European Vacation. The ads are absurd, in the same way as say, a life insurance policy for a suicide bomber would appear to be.However, JWT who are responsible for the series of Stride Gum commercials, seem to convey product identity and value despite the aggressivity and brand recall scores are allegedly acceptable.
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