Wednesday 27 February 2019

Fake is the new real - Inversion is the new normal

Since I watch a lot of cricket in TV; I see of lot of adverts from betting companies; often these are repeated every five minutes or so, in gaps in the game (between overs, drinks breaks, after a wicket...).

One current ad in particular caught my eye as a very expensive, high-production values film that depicts cool people in cool environments behaving in a pathetic way; but as-if they were instead cool people in a techno-utopia leading an enviable lifestyle.

There is so much to dislike about this advert! From the media-fake-gangster persona of the spokesman, to the fact of its open advocacy of sinful behaviour. Gambling is not, perhaps - for most people, a major sin; but it is certainly a bad-thing rather than a good-thing.

(Indeed, the discouragement of gambling - until recently no advertisement was allowed for bookmakers, and betting shops had no windows - was a strong platform of the Left Wing Labour Party right up until Tony Blair's corrupting leadership. This came from British socialism's roots in Nonconformism; with its teetotal, strict Sabbath-observing, anti-gambling, clean-living requirements. They recognised that 'gamble responsibly' was a stark oxymoron.)

I mean, these advert-people apparently go through life with their faces glued to their smartphones or buried in their laptops, constantly engaged in betting on international sports events - even when they are depicted as inhabiting such iconically beautiful and exciting places as a boat cruising on Sydney Harbour, or at the window of a steroetypically-stylish old apartment in a sophisticated European city (Paris?).

To enhance the suffocating, sinister atmosphere, there is a nimbus of Slytherin-green; and animation is used to surround the plugged-in users with a virtual video display - separating them from human contact, and sealing them from their actual (beautiful) surroundings.

But my point is that this dystopian nightmare scenario is an advertisement - promising this to consumers, advocating this version of virtual reality in preference to some of the most-legendary, most-attractive world tourist destinations and lifestyles! Pseudo-virtual mass-participation in sports is casually depicted as better than living-the-dream in real-life!

The demons have won! Things have come to this - Fake is the new real: Inversion is the new normal.


dearieme said...

"Wun andred fousan" - do you think he speaks fluent luvvie in private life?

Bruce Charlton said...

@d - So far as I can tell, the accent is authentic (rather than 'Mockney' - which is the Cockney equivalent of Oirish* - ref your other comment); but he went to drama school as a kid and has been a professional actor all his life - so the accent is at least *deliberately* authentic.

ie. He is a professional-Cockney (indeed The professional Cockney; taking over from Bob Hoskins who held that position for many years) - you will be familiar with the analogous professional-Scots; and -Irish, -Welsh, -Scousers - and nowadays -Geordies.

*Perhaps the most famous Oirishman these days is the talent-free-zone that is/was the lead singer of the Pogues - London born and bred, and a schoolboy at that famously Hibernian-working-class institution Westminster School. Another example would be the (by contrast extremely talented) actor Daniel Day Lewis - than whom it would be hard to find somebody more upper class Establishment-English but who poses as one having been dredged from the Dublin slums.

Dexter said...

"They recognised that 'gamble responsibly' was a stark oxymoron"

"Fornicate responsibly" has been the basic message of the Left since the 1960s...

Interesting that it was mostly men poking at their phones incessantly (and manly, sports-watching, gambling men at that). I think of this as a female habit.

Bruce Charlton said...

@Dexter - Yes, it seems men are not proving as amenable as women to the totalitarian plan as implemented by social media - 'toxic masculinity' is the name of this problem.

Wm Jas Tychonievich said...

As Calvin put it, "The world bores you when you're cool."