[Flash 10 is required to watch video]

From advertising perspective, this is yet another example of how exaggeration is commonly used in a commercial. Exaggeration, as famously known in advertising world, is a well-known technique in advertising that uses an exaggerated or exorbitant statement and often used to dramatize the selling point (USP) of a product, service or in this case an announcement. However, do not mistaken exaggeration and confuse it with ad appeals, because it is a technique and has little to do with an ad appeal.

It is also a given fact that exaggeration in advertising is often used as a figure of speech and also as a form of satire, irony and humour. It may be used to evoke strong feelings or to create a strong and longing impression, but is rarely meant to be taken literally and seriously. From my very own perspective as a person who dwells in advertising world, I believe that it’s a bit poignant and senseless for Malaysians in general to take this PSA as an issue. I slightly disagree with the accusation of stereotype, racism or discrimination embedded in the PSA (unless if you want it to be there), as the target audience for this PSA are viewers of 8TV, which is the young, vibrant and hip modern Chinese community. A failed ad is the one that doesn’t interacts with the target audience in the first place, and this one managed to connect with its intended audience, although not in a good way as some might think. 

We as a society should stop being paralyzed with fear about what someone or something ‘really-meant’ and start acting on what is fact and we know to be true. We obviously know that the situation depicted in the PSA above is not true and comical; it is a fictional and shallow depiction of an exaggerated situation; hence why we should not be inflamed about it. Over-analyzing, as I understand it, can ironically be our downfall as a civilized community. It can end up making ridiculous situations and our lives far worse off than it actually is. The crippling problem of overanalyzing (like in similar cases here and here); shredding a much larger context into smaller chunks of absurdities; is something that only suits a judgmental and paranoid individual. Bear in mind that over-thinking and overanalyzing will only do one thing, it separates the body from the mind, the emotional and the logical.

Having said all that, there’s no question that those in charge for the PSA itself should practice extra caution in the midst of such paranoid and oversensitive society. They should plan their idea, concept and execute it carefully, especially when it comes to the ‘sacred’ 2Rs, religion and race. I can also assure you; dear designers, advertisers and marketers of 8TV; that Malaysians have been living side by side for so many years that they don’t need such announcement or instructions to tell them what to do or what to think think. Never treat your audience for a fool, it will backfire. 

In short, this is just another case of a bad art direction, inept concept and impaired execution of an ad. Bear in mind that advertising is not an exact science; there’s no black or white but myriads of gray; hence the possibility for it to provoke, enrage and hurt an individual is high. Although I believe that advertising is not something that has to be politically-correct, but given the fact that most Malaysian audience are oversensitive and too emotional at times, it’s better to play it safe. Don’t mistaken me as the defender of the advertising industry as I loathe it, but as I’m in the industry, I might as well share my two cents on this wildly inappropriate issue.

And if there’s by any chance that any of you out there looking for a scapegoat, do point your finger to politicians. They’re the one who segregate and implant racial prejudice in commoners’ mind.

---

_{Note: Read about the whole mumbo-jumbo here, Ramadan ads: Of armpits and morality}