This week I am commenting on a TV advert produced for the American audience of Russia Today. For those of you who don’t know Russia Today, they are an international news agency whose slogan ‘Question More’ is thoroughly congruent with their critical thinking alternative to western mainstream media. As their title suggests, they originate from Russia.
We know that emotion has a lot greater leverage in the heat of the moment to affect behaviour. Last week I described how media outlets and the press capitalise on peoples’ prejudices to activate this emotion and to get them to think any way but rationally. In terms of emotion this ad certainly carries some, however it’s unique portrayal perhaps reverses the ‘emotions rule’ rule.
What I mean by this is that this ad serves to educate. Considering the dichotomy between emotionally driven behaviour and rational thinking, this ad presents a rationale. The news reporter from RT explains the conflict of interest between mass media and politicians. Clips of laughter are then congruent with the statements that the ‘joke is on you’, and that the news is not actually that funny.
The video evidence of politicians and recognisable American news reporter laughing overtly brings a surreal evidence that what is being said may even be maliciously true. It is provocative set of statements, for which the independent nature of Russia Today is then presented as a solution.
Russia Today becomes a solution to the need for a more critical approach to the news. It is also presented in an ‘alternative’ style, which many viewers who feel they are being lied to, or that their voice is not heard will relate to. All of this creates an attraction and a deeper need for Russia Today.
Finally, I really like Russia Today’s tag line: ‘Question More’. This is in line with the scientific method that undoubtedly many have come across at some point in their education. It refers to the concept that knowledge and understanding are advanced through questioning and maybe even ‘whistle blowing’, and it implies that Russia Today is a news agency that thinks differently to the status quo.
This is a thought-provoking ad, which stirs emotions to amplify the need for a more transparent and critically thinking news agency. The ad seems almost unnecessary, given that it will only ever be aired on RT’s own channel, but it is a useful tool to retain viewers and strengthen their perception of why they should watch Russia Today.