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## GAOD-KAISIPAN ### Cell Phone Advertisements - A few years ago, two cell phone companies launched advertisements promoting their new services. - One advertisement was broadcast on the radio, and the other was on television. ### The Radio Advertisement - The main character in the radio advertis...

## GAOD-KAISIPAN ### Cell Phone Advertisements - A few years ago, two cell phone companies launched advertisements promoting their new services. - One advertisement was broadcast on the radio, and the other was on television. ### The Radio Advertisement - The main character in the radio advertisement is a man who is clearly very anxious. - His voice conveys his worry and fear of being disconnected from those he cares about, such as his girlfriend, friends, and family. - Each time he mentions one of his fears, a female voice with a robotic tone says, “You have zero credit!” - The advertisement ends with a cheerful female voice emphasizing the importance of always having enough credit to stay connected. ### The Television Advertisement - The main character in the television advertisement is a woman. - She starts the advertisement appearing happy and engaged in a phone conversation, seeming unconcerned with her surroundings. - Slowly, her mood shifts, and she becomes anxious, looking around as if searching for something. - She rushes to a store and buys more credit for her phone. - Afterwards, she is back to her happy disposition and resumes her conversation. - A group of people watching the advertisement are amused by the woman’s actions and one of them jokes, "I’m recharged!" - The advertisement concludes with a cheerful voice emphasizing the importance of being prepared with enough credit at all times. ### Social Alienation - Both advertisements feature the concept of social alienation. - This is a recurring theme in capitalism, which Karl Marx described as the result of a capitalist system (Source: Bottomore & Rubels, 169-170). - The advertisements convey this through the following: - The man’s anxious tone, - The impersonal tone of the female voice, - The cheerful female tone, - The repetition of the idea of fear and disconnection. - The man’s voice represents someone who might lose their sense of self due to the threat of disconnection. - The impersonal voice represents the actual feeling of being disconnected. - The repeated fear of not having enough credit ultimately reinforces this message of disconnection.