A small Japanese Mom-and-Pop electronics retailer (named Sony) has made headlines this week after a publicity campaign for a relatively new video game. [HT: Daily Mail (contains pixelated picture of the carnage) ] 

To celebrate the game God of War II, they staged a mock Greek/Roman (eh…the lines are a bit blurry, I suppose…maybe I should have paid more attention in HS history classes) bacchanal/orgy complete with topless grape servers, real (I almost said live…oops) decapitated goat, and offal-eating contest.  A centerfold-style photo of the event was published (well, mostly) in the latest edition of a gaming magazine much to many consumers’ chagrin. 

I don’t consider myself a prude (but then, I guess, who does?), and I’ve played (and enjoyed!) the first God of War video game.  It was rife with insane carnage and ridiculous bloody violence, but it was fun (and that’s what’s important in our pastimes…right?).  It was one of those games that had to wait until after the kids (and sometimes the wife) were in bed, but it was quite involving and enjoyable (I am a firm believer and prime example of the doctrine of total depravity, I suppose).   

All that to say, I’m probably a hypocrite (and maybe still a prude), but this campaign seems like an example of the ever-increasing shock factor of advertising which is clearly — and tellingly — appealing to our culture.  (If it didn’t work, it wouldn’t be used, right?)    

Not long ago, Boston (I think…maybe I should pay more attention to current events) had a bomb scare that involved a Light Bright-style display of a pernicious cartoon character giving the town the middle finger (one group of observers at a time), then movie posters were recalled for being too horrific for public fare (after having been posted for public consumption), and now, a bloody scene of revel is deemed inappropriate for a magazine layout that caters to video game players.  In each case, it seems, the campaign is always stopped mid-stream (meaning it’s already reached the public eye), and each time, it seems a confused and appalled response from the Powers That Be usually leaves people content to slap the wrist of those rogue employees who seemed to fly under the radar with their devious schemes.  Ultimately, responsibility is skirted, the campaign leaves a lasting impression on the unsuspecting consumer, and life goes on… 

But where is all of this leading to?  I suppose only time will tell. Many are threatening to boycott Sony due to their disappointment and outrage.  I can appreciate that, but I can’t bring myself to do it.  For one thing, I’m a wimp when it comes to boycotting.  I like Sony too much go cold turkey (maybe I can enlist myself in a 12-step program to gently wean myself towards boycott…but that doesn’t quite have the same impact, I suppose), and while I am shocked and maybe a bit disappointed, it’s not so much at Sony so much as it at ourselves–myself–who has given the advertisers the impression that this is what I wanted/needed to have my consumer attention grabbed…my purchasing fancy tickled.  Advertising has gotten edgier and more shocking over the years (especially, it seems as of late), and we(I) can be horrified and/or feign disgust over some of the outlandish stunts pulled, but ultimately, the ad agent’s job is to make the people want (directly) by giving the people what they want (indirectly) so that they will want what they are being given (well, sold)…or something like that.  This is apparently what we (collectively) want, and maybe that’s the most disappointing thing of all.