ADCRITIC.com
There is a certainty almost everyone in the United States knows someone directly affected by the big “C,” or has experienced a third-party encounter with the big “C,” also referred to as cancer. With advanced technology on the rise in the 21st century, AdCritic had about as much access to first-hand knowledge regarding cancer and its horrendous effects as the Breast Cancer Society. Had they taken advantage of the opportunity, it would have been duly noted, cancer patients endure continuous excruciating pain resulting from chemotherapy, radiation, and/or alternative medicines. Unfortunately, some patients undergo repeated treatments of the aforementioned methods. AdCritics supposed intended, sexist message to viewers is to perform regular breast exams. The message has great intentions, but definitely the wrong approach. Adcritic failed to consider the insensitive impact their commercial had on cancer patients and survivors, paradoxical message of a sexual nature aligned with the possible loss of breast(s), and the negative connotation associated with the special effects included in the video.
AdCritic carefully strategized a way to capture the attention of the viewers by using an attractive young man, who identified himself as Cam (how we will address him throughout this paper), to address a real life situation “cancer.” Examining breast could lead to early detection, thereby equated with saving lives. That is the implied message. Cam is in a comfortable setting away from the location normally used for such commercials. He speaks of using appropriate techniques to examine breasts, and even offers to help. AdCritic appears very insensitive toward cancer patients and/or survivors. Assuming AdCritic is being satirical and I missed the mark, I extend my apologies, and say “job well done.”
Another perception viewers may have tuned into during this video is the sexual nature. There is an eight hundred number displayed across the screen toward the end of the video and three very young males sitting on a couch. One places his hands next to his ear and whispers “call me” similar to X-Rated commercials. Irony here is, it is highly unlikely someone checking his/her breast for cancer is considering an enjoyable sexual encounter, with three very young looking boys, who didn’t look old enough to have experience of any kind, medical or otherwise. Another point I’d like to mention is studies have shown men have also been diagnosed with breast cancer. Jim Brown, known for his role as Shaft, in the movie “Shaft” has been diagnosed with breast cancer. It would have been interesting to have seen an update where men were calling in on that line. thehevideo, AdCritic seems to lack morale in this video. I know women who have had their breast removed. In the beginning they have difficulty conceiving the notion of ever having sex again. These women’s lamented over the loss of their breast for a period of time. There appears to be mixed messages with this video.
AdCritics choice to use Cam, a young man, who doesn’t appear old enough to have gone through medical school, raises controversy. It lacks ethical appeal. However, Cam may connect to a younger audience in a more lustful way, especially when he says how highly trained and motivated he is. As he moves around the room, viewers can see the soft light, hear the slow music playing, and see an opened bedroom door in the background setting the stage for his initial intent, which is to have sexual encounters with the callers. Cam offers free service, then skillfully places a 1-866-RING-CAM telephone number to connect with his audience. This is what the message conveys. Sadly, at the end, AdCritic concludes the video with a logo of the trusted Breast Cancer Society with the words, you do it under the logo. Use of the logo suggests to viewers that Breast Cancer Society endorses the video.
In closing, I would like to reiterate, cancer is very agonizing to the patient and survivor. On rare occasions, some may have repeated treatments of chemotherapy, radiation, and/or alternative treatments. Their illness should never be risked or compromised resulting from insensitive, demoralized, or receive negative connotations.
