In order to fully understand what’s going on in this ad, you need to start with the concept of mortality salience. Basically, mortality salience is the idea that being reminded of the fact of death (i.e. one’s own mortality) can essentially prime people into a different mindset —one which makes them more likely to fear other races, religions, and nations; which makes them prefer charismatic over pragmatic leaders; and which heightens their attraction to traditional mores. ...

What does this ad do to spark fear, or mortality salience? Well, the entire ominous “storm” motif is pretty sinister, with dark clouds and strikes of lightning. And there’s the nice touch at the end, where the sun comes out as a spokesman promises that a “rainbow coalition of love” will come together to fend off teh gays.

Then, there’s the text, put in the mouths of various actors of various races and genders: “There’s a storm gathering. The clouds are dark, and the winds are strong. And I am afraid.” The “I am afraid” line, the most direct appeal to fear, is read by a pretty, innocent-looking, young African American woman (perhaps even meant to evoke instincts of protection in males, empathy in females). And the kicker toward the end: “The storm is coming.”

You are going to die.

Labels: gay marriage, NOM

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