Web Link: http://www.youtube.com/watch?v=xri13KnD4Hs
Source:Youtube
Advertising Agency: NASCOM, Brussels, Belgium
Director/Copywriter: Frank Devos
This commercial advertisement for Sony VAIO W Series Notebook provides comical insight into the tormenting world of social media addicts. It brings forth the issue of popular Internet social media, such as Facebook, MySpace and Twitter, taking control over the daily lives of many addicted users around the world.
Such drastic effects on the lives and behaviours of these obsessed individuals can be viewed from the cultural studies perspective of communication. As the use of social media becomes more widespread and varied, it very quickly transformed itself from a leisure activity to an important aspect of our lives. People start to communicate with their friends, or even strangers, online via these social media/networking websites more often; Sometimes, too often that real life face-to-face interaction is reduced or worse, deemed unnecessary.
The Sony VAIO advertisement not only highlights the negative impact of addicts being enslaved to these Internet applications, but also insinuates a more serious underlying problem they create in our society. A national study on college students by a psychology professor, Jean Twenge, from the San Diego State University shows that 92% of the students being interviewed use Facebook or MySpace regularly, while 84% log in to these websites several times a day. In the case of the social media addicts, these cyberspace tools have anchored themselves so deeply in their users' lives that their lives now revolves around these tools instead. The over reliance of social media is an increasingly widespread phenomenon, and contrary to common beliefs, it does not only affect teenage users but also many working adults.
With its astronomical rise in popularity, social media has also become a great platform for users to showcase their talent to a global target audience. A good example would be Taylor Swift and Colbie Caillat, whose wildly popular MySpace websites kick started their successful music careers and catapulted them into stardom. Many advertising and events companies have also started to make use of these social media websites to reach out to a larger target audience in the past few years. All in all, I believe that all these social media platforms should be utilized to benefit us as a more convenient way to communicate with one another or to express our opinions on issues that interest us instead of governing our lifestyle.
Use of internet for communication is highly convenient for busy city dwellers(like all of us looking at this entry). The number of homes being connected to the World Wide Web is increasing at an exponential rate every year, linking us to a wider network, thus creating the need to keep in touch with all our network through various mediums such as Facebook, MySpace or Twitter.
ReplyDeleteHowever I disagree that this will render face to face interaction unnecessary in time to come. Although convenient, it will not be able to replace transactional interaction, which is the most primate way of communication. It will be interactive at best, due to the fact that we will have time to pause and encode our reply to the sender. (this is of course assuming that the exchange is not a video conversation)
This ad is quite effective in creating a parallel between rehab goers for alcoholism and other addictions. The basic fact is that we can't reallly stop the internet revolution, but just be weary of how we are turning into obsessed people who wait for replies, stalk other people's profiles and basically just stare at the computer screen instead of doing something more productive, interactive and people-oriented.
ReplyDeleteGerald here. i feel that facebook twitter and all, it has really affected our lifestyle. i mean. do we really need to be on the ball all the time? that really leaves very little time for us to relax and be alone which i feel is very important in the very busy busy society nowadays. i feel that all the rush and buzz about twitter and facebook has really overtaken our lives and become such an intergral part of our society that its inevitable that we be involved in one or the other. i still feel that addiction to such social networking websites can be controlled and its up to the individual to decide how much of his life he wants to be taken over by such social networking platforms.
ReplyDeleteI agree with Gerald that these social networks have indeed given us a lot of convenience since we are all busy people.
ReplyDeleteNot only so, the social networks allow people globally to keep in contact with one another very often. Hence, this makes the world a very small place. It is also very comforting to know that your close ones are not far away from you afterall.
With the popularity of these social networks, I believe that they will "take over the world" in time to come, such that whatever people need, they will log into these social networks almost immediately.
People need to monitor their own usage of these social networking sites. After all, whatever effects, good or bad, these networking sites brought upon them is solely up to their perceptions. Some people truly benefitted from such convenient ways of connecting with the hearts of others, but some people has become too engrossed with it that other aspects of their lives are not getting their attention, resulting in social issues.
ReplyDeleteThanks for your comments people.
ReplyDeleteI agree with Nina that some people are spending far too much time obsessing about what is going on on their Facebook/Twitter account that they sometimes forget what is going on in reality. Also, like what gerald mentioned, do we really need to be updating our Facebook/Twitter accounts all the time? It can be pretty exhausting.
I agree with clouds, it certainly depends on individual and what we aim to get out of using such social media tools. Is it just entertainment or is just necessary social networking?
ReplyDeleteThe ad employs a self-mockumentary style in promoting the Sony VAIO W series. It starts out with the introduction of S.M.A.A. - an organisation that was set up in the vision of liberating social network addicts. This is not unlike the other pseudo-message viral websites
ReplyDeletecreated for "The Dark Knight" (www.whysoserious.com) or "Cloverfield" (www.tidowave.com) or even the preposterous ghost encounter at one of the elevators in Raffles Place(www.rafflesplaceghost.net/blog).
It then ends with a stamp of disapproval for the Sony VAIO W series.
The irony, of course, is that the video was intended to be advertised on social network websites. Users of these websites would enjoy the self-deprecating humour and share it with their friends who would share it with their other friends and the cycle continues. Word-of-mouth has therefore been redefined. What appears to be a wag of the finger is
actually a thumbs up.
Corporate companies have recognised the power of viral marketing and have continually come up with more creative ads. In doing so, we have sub-consciously become the agent of publicity and the ambassador of the
product.
A very interesting perspective you presented, You-G. The subtext of the video is indeed a clever take on the issue by the director.
ReplyDeleteI agree with you that such a self-deprecating ad would garner much attention from active users of social media. Though the ad did not talk much about the functions of the notebook, it would have served its purpose by being the topic of discussion in many of those social media sites.
Whether these social media tools are beneficial to the users really depends on the individual usage and what we hope to achieve.The network help to keep people in touch regardless of their location. However, excessive usage may make a person focus all his attention to these tools and forget about the things happenig in reality. They do not give any attention to other aspect of their life and may lead to some other social probem. Human's own action is the factor which determine whether these social media tools are good or bad towars our daily life
ReplyDeleteOld old man: Thanks for your feedback on this issue. I agree with you that it is ultimately one's choice to how one chooses to utilize these online communication platform. But do you feel that one may be be forced to be part of this online group as they do not want to feel left out, which in the end leads to a certain unhealthy obsession?
ReplyDeleteI believe that these social networking tools are a necessary evil. No doubt that they may have created a population of networking addicts who do not really necessarily know how to effectively communicate and network in real-life interactions; But they have served much more impactful purposes in varying domains, from political campaigning to fostering business cooperation. Seemingly, Barack Obama would appear more approachable and amicable when he has a Facebook account just like most of us. And corporate connectivity would be practically impossible without online networking tools.
ReplyDeleteWith reference to the advertisement as depicted, the viral ends with the group leader expressing how disappointed he is in a distracted man still surfing on his Twitter account when the others are chanting away, the ad tends to suggest that no matter how much people would want to reduce the addictions of people in social networking through such campaigns, there will still remain a group of population who can never remove themselves from the bondage of facebook, twitter and whatnot. This is because this social networking tools are here to stay no matter how infectious it really is.
An interesting video indeed.
ReplyDeleteI feel that reason why such a high percentage of youths are using such sites is due to the convenience of keeping themselves updated with their friends' current status and vice versa.
The level of convenience given by networking sites is unprecedented compared the traditional methods such as chatting on the phone or meeting for meals. For example, if you wanna share the good news that you are getting married, you can do it with a single click of a button on facebook rather than calling all your friends and informing them one by one.
Like all other tools invented by mankind, social media is definitely a double-edge sword capable of doing both good and bad. It largely depends on the wielder of the sword.
cheekiemaniac: It's indeed true that President Obama has made use of Facebook during his presidential campaign to effectively reach out a a larger and younger group of voters. I believe that the hype over such social media tools, like facebook, will fade some day, or perhaps evolve into another form to cater to the fast-changing needs of the masses.
ReplyDeleteAres: I agree with you that such social media platform allows us to communicate with one another more easily. And also allows us to take a peek into lives of people we may not often interact with in person, or even strangers. A little creepy isn't it if you think about it. We may all have strangers who think they know us really well just by constantly following our updates online. Such a problem has become a reality in many places, whereby people become cyber or even real life stalkers.
ReplyDeleteThis reminds me of HIP (Honour Intellectual Property)TV advertisement back in late 2007. Advertisements using 'Alcohol Anonymous' like themes have gradually gained popularity and acceptability in developed countries, especially westernised populations. It's effect would be significantly diminished, or even negative if applied in India, for example, where these rehabilitation gatherings are less common, or even cease to exist.
ReplyDeleteThis also spells a fact that we have slowly embraced the western civilisation as the 'normal' way of living, taking in the good and the bad. The good being liberalism in sharing and improving, the bad being over reliance (or addiction) on technology. Both which are apparent in the video.
Without generalising the subserviency of any culture, western or oriental, adoptation of whichever should be handled with utmost care and sensitivity.
As the Chinese saying goes - 'Think of the roots as you drink the water'.
Every generation is embracing social media. It is by far the best way to build relationships with people you seldom interact with or even strangers. Even stand alone companies are trying to build their network through the social media and that often leads to direct contacts and eventually sales. Social media is one of the most measurable marketing tools in existence as it is the ultimate way to prove your brand promise and make it a reality. Come to think of it, how are you going to live without it? It's quite hard isn't it. :))
ReplyDeleteThings with the internet may be good for certain people or businesses.
ReplyDeleteNetworking has definitely be of higher standards. businesses using such media would most likely benefit from it.
But in the sight of this, we all lost the simplicities in life. the basic human interaction and relations might be lost.
When we are so involved in our online activities, we tend to forget the better things that are around us.
There must always be a balance on the real world and the online world.
Hey I like this man! It really shows us how almost everyone in the world is obsessed with the stuffs on the internet.
ReplyDeleteI work at the airport and many times, when i walked past the free internet booths, i noticed that almost every of the passengers are logged in to their facebook accounts either checking out profiles of their loves one, sending messages or updating statuses.
It has become so convenient to communicate to anyone, around the world with such social networking sites.. And in my opinion, is not such a bad thing and i dont think it reduces face to face interaction. In fact i think interacting on facebook or twitter is also one of the good ways to boost relationships!
And in this generation.. Tell me who doesn't have a facebook account right? You would be labeled a "mountain tortoise" if you do not have one, haha..
Adrian: It's a good comparison that you have brought up. Being an addict is fast becoming a common issue, especially amongst western societies. I believe that many people are addicted to such social media in a way or another, though with varying degree; Just like how some of us who feel like a part of us is missing when forget to bring our mobile phones with us. I certainly do.
ReplyDeleteFrom what Edwina and kester mentioned, it is no doubt that such social media platforms have lots of beneficial purposes, both on an individual level as well as for corporate firms. The key therefore would lie in the balance between the cyberspace and reality, as what sarahjane has pointed out.
ReplyDeleteBy using social media addicts in the advertisement, the advertiser certainly has managed to achieve it's aim of capturing the attention of it's target audience with it's sense of humour.
Well considering I um.. really just created a facebook account not too long ago. I just want to say for the record that it is POSSIBLE to live without it (although after creating it i've been on it everyday >.<).
ReplyDeleteOn a more serious note though, I think this is just part of a bigger issue. City life. There's just too much going around you at any one time and I guess we as social animals have a tendency and need to want to keep up with everything that concerns us (KAYPOH). We have alot more blogs to check, youtube videos of random people dancing/being stupid to watch, school work to rush, people to socialise with, money to make, movies to watch, than people of the past or of the countryside.
I've been trying to get 8 hours sleep a day and failing horribly for the last 3 months. I just can't seem to let go of anything else. I think I need help.
Mr Ong: I can't help but agree with you. Sadly, we share the same plight. And I believe we're not the only ones who feel like that. Being in this face-paced society, there's just so much going on at the same time and I wish I could attend to all of them simultaneously. Social media has become such an integral part of our lives that we just HAVE to log in to check it out or blog about something to feel better. It's our dope.
ReplyDeleteAlso I've told many people that outside of the economy and enviroment, I think our inability to get 8 hours (which incidentally before the invention of the lightbulb scientists said people needed 10 hrs) of sleep and the health problems that will ultimately come with it will be another problem our generation will have to overcome.
ReplyDelete1. From a general TV-viewer's perspective, the advertisement could have been shorter, say, 1 minute; it really brings out the boredom if any TV ad were to last more than 60 seconds.
ReplyDelete2. If we want to inculcate the correct, or rather, appropriate usage of the computer and internet, we should start from young, particularly at the elementary school age, where children should start forming good habits, and not let them "develop freely or in a creative manner", as most western countries are still doing. If the parents have been supervising, monitoring and strict/firm in terms of the children's upbringing, it will surely lower the chances of the children becoming addicted to the computer & internet, regardless the purpose of using them. Parents should learn to bear the responsibilities of their children's upbringing, behaviour, etc. If they're at their wits' end, there are counselling centres and hotlines for them to get help from. If the pre-addiction symptoms had been nibbed at the bud, the addiction would no longer pose any threat.
3. Apart from parenting & upbringing, it also boils down to how much self-discipline the young adults have when it comes to the use of social media, computers and internet. It's pretty obvious in the TV-ad, needless for me to elaborate.
4. Something bothers me though - why would someone who is to be counselled for addiction, still be allowed to sneak in a laptop? Doesn't make any sense.
Jovin: Parents indeed play a vital role in a child's usage of computer, or more specifically in this case, social media. However, a large percentage of addicts are grown-ups, as depicted in the advertisement. Therefore, don't you feel that the role of a parent would be rendered obsolete?
ReplyDeleteBut you do bring up a good point about the presence of the laptop. Perhaps that's the message the advertisers are trying to project to it's audience. The guy just can't be without his Sony VAIO.
I feel that to use networking website to 'catch up' with friends even though one has no time to physically catch up with friends is a good alternative. However, over-reliance on such networking website will cause great social problem. Hence, a balance point must be found.
ReplyDeleteCZJ: I believe you share the same opinion as many others on this issue, whereby the balance of using social media to keep in touch and real-life interaction with our loved ones is key.
ReplyDeleteHowever, it is usually easier said than done isn't it?
Well, the use of the internet and various media outlets is on the rise. However, the most obvious example is to look back at your this blog itself, which shows how pervasive these media outlets have become, that a blog could be used to do one's assignment.
ReplyDeleteHence it all boils down to moderation, we all know that everything is good as long as taken in moderation. Easier said than done, however i feel that kids should not be exposed to these things at such a young age. Maybe when he hits secondary school? however, we know that this is hard in the world today. I mean, kids are getting their handphones at such a young age.
From my opinion what makes these social network so successful is the amount of information that is shared between your friends. Everyone likes to know what our friends or love ones are doing and at the same time would like to share with them things about yourself.
ReplyDeleteJ: Thanks for the comment. As you mentioned, the concept of "moderation is key" is applicable to many things in our lives, and it is no exception for social media too I guess.
ReplyDeleteIt does act as a very good form of communication tool as well as entertainment application.
It's quite hard to believe that scenario portrayed in the clip is real, but it is indeed the truth. Some of us may even be victims ourselves. It's quite amazing how in the midst of engaging and using interactive media, we ourselves have in fact been "used" by these media technologies. I believe everyone has had experience of feeling uneasy for the whole day or even lost if for someday you happen to be disconnected from media. Left your phone at home, computers broken down etc. I think it really portrays how info-comm technology in the information age has shaped the society. How new media(social media as you have put it) projected "The need to be connected 24/7." People in the past didnt have access to such services and they were living fine. With social problems occuring, it makes one ponder over whether New is necessary good.
ReplyDeleteAnonymous: You bring to thought a very good point. In a way or another, we are all a little busybody, or perhaps keen to find out more about one another's life to put it in a nicer way. Even people whom we may not know personally sometimes. I admit that I also use Facebook sometimes to take a glimpse of the lives of my friends whom I have not met in awhile.
ReplyDeleteLenon: That sounds like what my mum would nag when I stay glued to the computer screen for hours. But it is very true. The initial purpose of new communication devices and applications are most probably meant to increase the ease of our communication with one another. But whether this new form of communication is really better for us , as compared to the more primitive face to face conversation, is something debatable.
ReplyDeleteI agree that social networking sites are very useful and convenient in our current society. What with all the rushing around and the fact that technology more or less, completely surrounds us. The use of such a medium of communication is indeed inevitable. However, everyone should know or should limit themselves to how much they use this media. Over-usage results in people who are even more anti-social in real life and their idea of reality is thus, warped. This sort of people miss out on what truly is communication in the face-to-face transactional sense, and affects themselves not only socially, but pyschologically.
ReplyDeleteAudrey: Thanks for your comments. You summed up the effects of social media on us really well. The aim of such social media should be to bring us closer to one another, and that should be kept in mind in order for us to maximize our time and make the most out of such social media.
ReplyDeletei like this video! In fact, it represents reality but in a comical way. True, sony is riding on the success of facebook and making a spoof of it for its own commercial. Facebook has become an important part of many of our lives, it helps us to stay connected to everyone we know virtually 24/7. However, it is unhealthy if one becomes addicted to it; using that as the only medium to stay in touch with our friends. Face to face communication is still the best and the most effective way of socializing!
ReplyDeletePavin: Thanks for your comment.
ReplyDeleteI also believe that face to face communication is the best way to interact and get to know people, and these social media sites should only complement and not replace our communication with others. It's just defeats the purpose of such internet tools if one relies only or heavily on them to get in touch with their friends.
But there is no doubt that these social media sites are here to stay, especially with all the large corporations being involved in it too.
Hey Chris! Yeh I think that the rate of multi-networking mediums is indeed on the rise; the proliferation of users are hitting a new high each time and the number of addicts are growing at an exponential rate. With the Internet, people feel more at ease communicating as they feel more safe and secure and do not hesitate to be their true selves sometimes. However, the downside of this is that, people often get deluded as others take on personas. And the friendships or bonds at the end of the day would not be as substantial as compared to one in reality.
ReplyDeletecheryl: thanks for your comments.
ReplyDeleteThe rise in popularity of social media platforms can be considered a double-edge sword. While it gives us more convenience to connect with our loved ones, it also brings us apart from some of those around us if we become too obsessed with what is going on in cyberspace instead of reality. I admit to being quite 'hooked' onto social networking sites like Facebook as well. When I'm bored, it's always the first thing that comes to mine. However, I still value real life interaction with friends and family more as I feel that face to face interaction should still be the primary way of communication.