@NRA , Please Proceed
That’s the new NRA ad.
Yes, it’s ridiculous but let’s break it down, you know just for fun.
They start with their standard schtick, “OMG OTHER PEOPLE HAVE MORE THAN YOU!” This is standard conservative doggerel. I get why they keep using it. It really works on a specific type of person. It’s a fairly obvious attempt to get the viewer in the mindset of resource guarding by implying that you and your children need to be guarded to the same level ad by the same weapons that the children of the president and the very rich do.
Let’s be clear here; no they don’t. Sorry. I know that fact doesn’t make people feel good but it’s still true. Nobody is coming after me or anyone to whom I am related for a ransom or access to launch codes without a serious change in circumstances.
People who have armed guards either need guards because they have massive fortunes, sensitive jobs, or they are paranoid. The president has a sensitive job and a not small fortune. Members of the legislative branch and the mayor of NYC? Pretty sensitive jobs and several fortunes between them.
Rock starts, CEOs and “wealthy big shots?” Big piles of money.
And after making that list for the viewer and ending it with a somewhat pejorative term, they pivot to the crime aspect. That connection, the one between the president, other members of government, the general class of the very rich and mad men, drug cartels and home invading criminals? That is very deliberate.
I have to give it to them, whoever writes the NRA copy knows how to use language to create othering. The visual makes the same connection. By using the dollar bill backdrop when talking about members of government and then rolling that bill up to illustrate the types of criminals the NRA is talking about they are literally rolling the groups into one large group.
And then they hit the money shot, the hand with the shot magazine, and the narration, “It’s just the rest of us, the law abiding, average people who will have to defend our families with limited capacity magazines.”
Even the hand is calculated. When I first looked at it I thought it was a male hand due to the finger width and nail length but the pose suggests a female hand and the chubbiness suggests a child. You see whatever type of hand is most emotionally evocative to you. Well, as long as you’re a Caucasian and let’s all pause here to acknowledge that the group most receptive to the NRA’s message skews heavily Caucasian.
The tag on the end of the message, “Welcome to Barack Obama’s middle class,” brings the viewer’s mind back to the idea that all of the groups in the beginning are connected and the viewer needs to defend against them.
Frnakly from the point of view of someone who studies propaganda and Neuro Liguistic Programing, this commercial is brilliant. Horribly offensive, misleading and full of lies but still. Whoever the NRA is paying for their ad work is giving them their money’s worth.
The thing is, it’s all bullshit. Come on, we all knew that. It is brilliant, but it’s brilliant bullshit.
Aside from the reality that certain people and their children just need to be guarded, the Secret Service and security guards generally don’t use large capacity magazines. Even the Uzi’s that the Secret Service sometimes uses aren’t fitted with those magazines. Sorry, big lie. Don’t fall for it.
Further, the primary source of black market guns is? if you said theft you’re wrong. The answer is straw purchases. If high capacity magazines are not available for either straw purchase or theft, the criminal access to them will dry up and it won’t be a concern.
That’s how reality works.
Even the website, which I’m not linking to because fuck them, makes it clear that their goal is to convince people that they are being attacked and the people who are attacking them are an hysterical, paranoid mix of criminals, rock starts, members of government, and “wealthy big shots.”
A less nuanced version of this would be someone jumping out and yelling “BOO! ” at top volume.
Don’t believe the hype.