Advertising RAID on pubic beliefs and cultural norms

Commercial advertising has a way of convincing us in ways that would otherwise be publicly and socially unacceptable.  War, fear and propaganda have always been a good means to build nationalism and cause in the hearts and minds of a population, in segments or in society as as whole.  The use of motion media as a tool to do so is an effective way of reaching a goal.  Within that thought is the parody.  Parody can be used to relay a message effectively if developed creatively and if it contains meaning that is associative to the audience.  Appealing to associative and shared belief and experience of an audience is a method to choose from in persuading an audience.  Below is a 1950's commercial for a bug spray called RAID.  The developers utilized symbols of a still very fresh post World War experience to pitch the bug spray product to the population of the United States via television.  Watch the short Youtube video below to see what you can recognize based on your historical knowledge of world wars and also from the stereotypes and shared cultural associations in the video.  Check it out a few times...  

What did you see? Anything at all?  Let's break it down a bit...

Figure 1. - The Usual Suspects

In figure 1, we see the notorious historical symbol of the World War 1, German spiked-pickle-haube helmet.  An instant association to an enemy for collective America at the time.  The "bugs" are a hybrid of and ant and a roach and vaguely resemble what is known as the German cockroach as well.

Figure 2. - "X" Marks the Spot

The cross legs of the picnic table is a symbol for "X" marks the spot and is also a symbol for foreshadowing death.

 

Figure 3. - Sour-Kraut

Kraut - Cannibal 
What is a picnic without sides?  Here we see two bugs joyously devouring sauerkraut, a food with stereotypically held to having German origins.  It can be argued that this is a cannibalistic act, as slang terminology for a German is  a "Kraut".  Calling a German a kraut would be the same as using nigger, spic, wop, frog, chinc or hamburger.  

 

Figure 4. -

I'll leave this one up to your imagination to chew on..."Don't get hot and flustered, use a bit of mustard!"

Figure 5. - Hot Dog any one?

Dachshund
Here we see that the bug has turned into the shape of a Dachshund.  Which of course is a dog with German origins. 

  

Figure 6. - Can you hear me now?

Gas Treatment
Here we see or unaware aristocratic bug character being gassed in by the form of disguise or the deception.  Upon contemplation within context, this is a statement on the treatment of Jews and others in WW2.  Notice the bug being gassed does not look like the other bugs.   

 

Figure 7. - Belly on Up

Kills Bugs Dead
The cumulative goal of the product on bugs and people if used like it is in the next screen grab.

  

Figure 8. - Flowers and Vegetables

 

Figure 9. - Home Sweet Home

Figures 8 and 9 are the antithesis of marketing without conscience.  Her we see "Betty Homemaker" gassing the house, plants and vegetables without any notice or consideration for the health effects on humans.  This visual makes it look alright to spay away. 

Ultimately, this commercial is filled with racism and permeates a mentality of revenge on Germans.  It is presented as a cartoon and a parody.  Advertizing and marketing companies are taking advantage of a shared collective conscious and mentality of hate and bitterness toward an enemy, greedily satisfying revenge seeker and metaphorically acknowledging an shared cultural desire to get back at / heal a still tender emotional wound of two world wars.  in combination with a vulnerable and even gullible viewer, this commercial acknowledges hate, justifies killing and promotes the fumigation of households with carcinogenic and cancer causing chemicals.Let's here it for capitalism, greed and gain-at-any-cost mentality.  Luckily, things have changed and our world does not do things like this any longer.  Luckily we are past presenting lies and manipulations of themes, merchandise and wars as alright and justifiable to a gullible, cattle-ly mental viewership?  Is this a blog or a rant.  Wait!  This is a class assignment...You said to be creative coach!  

P.S. for the record Dr.  I worked on the spacing as much as I could...The "source/jump break" symbols are still in the edit window and I had to do my best guess with regard to the spacing and layout of some of the sections....