Wednesday, September 21, 2011

Language, Image, Film Technique, Message, And OS's Sense Of Disquiet: The New Rick Perry Ad

Here's the new ad:



It's really quite something, not the least for the amount of money and time necessarily burned to create it. This isn't Darryl-Bob living in his momma's basement with all his worldly goods tied up in his Mac gear. It takes a real studio that can edit and flow together all those images (from all those sources) and sounds (from all those sources), including a clever piece of scoring. It takes a real film-maker to put this together. There aren't that many good ones out there (lotsa wannabees, to be sure), and they don't come cheap. It takes a good deal of expensive time to create this, a lot of thought and planning. Video runs at 30 frames per-second, and can be edited within frames. Not one half-frame of this piece was not thought through carefully, and this probably is the twentieth rendition of the piece--the one released to the public.

It's obvious the famous LBJ campaign ad that so effectively hung the prospect of nuclear war around the neck of Goldwater was studied closely.

This piece intended to scare the living daylights out of the viewer, and OS must say, it does the job--in the second half, where the 'reveal' of Rick Perry as the solution to our national ills takes place. The words he speaks are lifted almost verbatim from Reagan; if you must crib from someone, the Gipper is a good place to visit. He speaks in a Texas accent, in a voice just a few tones deeper (bass-baritone vs. tenor) than George W. Bush, that same direct style and blunt use of short phrases of English. (That was chilling by itself, as we found out in early 2005 that Dubyah didn't really believe in most of what he was saying in 2004. It was really a downhill journey from there.)

In short, the whole thing is what we who work with copyrights call a 'derivative work', like Alan Sherman's comic lyrical treatments of classical tunes, or Wierd Al Yankovic's send-ups of pop tunes. It is work that draws its life by its references to other, earlier, creations. Nothing inherently immoral about it, happens all the time, but there is the moral hazard implicit that both creator and listener forget to remember the sources, and then we're off to the races in a fog of uncertainty. There are people of my generation who hear the famous 'Dance of the Hours' (by Ponchielli) and begin singing 'Hello, Muddah/ Hello, Fadduh/ Here I am in Camp Granada...', thinking Alan Sherman wrote the entire piece.

So, OS is left with the question after the ad: Is Rick Perry as incapable of original thought as the present occupant of the White House? Does he operate in images or language as he goes about his daily rounds? Can he clearly articulate in PlainEnglish what he thinks, and intends, and communicate that?

Or are we supposed to embrace Governor Perry as a Messianic hero coming to ride to our rescue?

Just like so many embraced the present occupant of the White House...remember 2008, anyone?

We need grownups who can do math, manage people, mentally operate and communicate in PlainEnglish, not images and emotion. Someone who can make rational decisions, and stand up to a world replete with mass murderers in charge of nations.

That's why this video scares the bejeezuz out of OS, and why Herman Cain continues to hold OS's interest.

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