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One Picture to Capture the Leftist Worldview

The headline: This is my baby right now.

by
Scott Ott

Bio

May 16, 2014 - 1:56 pm
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It’s a beautiful day on the playground. The grass is perfectly green and uniform, without a weed or dandelion in sight. A vibrant, attractive young woman kneels at the base of the sliding board. Even there the grass grows lush. She spreads her arms wide and giggles as she prepares to catch her beautiful, brown…cello.

The headline: This is my baby right now.
Subheadline: Focus on your plans. Prevent pregnancy for up to three years without a daily pill.

It’s an ad for an intrauterine device (IUD) — a little plastic widget that triggers a thickening of mucus at the cervix to block the ingress of sperm, and irritates the uterine wall to prevent a fertilized egg from attaching, thus preventing or ending a pregnancy.

But that’s not what they’re really selling here. This image (below) is one of the more effective I’ve seen to convey the Leftist worldview.

Let’s set aside, for the moment, the arguments about when life starts, or even what an IUD actually does to a woman and her conceptus. Let’s even ignore the fact that the woman in the ad doesn’t appear to wear a wedding ring. What’s the message of this advertisement, and why do I make such a sweeping claim for its representative power?

IUD ad

Image from a women’s magazine ad for an intrauterine device (IUD) designed to both prevent the sperm from reaching the egg, and to prevent the conceptus — fertilized egg — from attaching to the uterine wall.

Students of advertising know that the creator of the ad must answer one question with an arresting combination of text and graphics. That question: What’s in it for me?

(In the case of an IUD, one might also answer “What’s it in me for?” But that’s a topic for another day.)

Advertising craftsmen seek to understand human nature in a way that allows them to connect with our deepest urges. The cynic might say that they’re appealing to our sinful nature, our base yearnings and our prurient interests, but that’s not always the case. Nevertheless, they do make their appeal to something primal within us.

In the case of an IUD ad pitch, there’s a primordial soup and salad bar of “what’s in it for me?” answers.

1) Obviously, the product is meant to promote sexual relations with fewer potential complications. So, there’s the hope of spontaneous, unmitigated pleasure — although apparently there’s a four percent chance of pregnancy, and IUDs can’t stop STDs.
2) The urge to live free of obligations (like two decades of onerous child-rearing) ranks high, as does…
3) our proclivity to expend minimal effort to achieve maximal results. (You won’t even have the strain of lifting a daily pill to your lips.)

But it’s the cello which carries the emotional freight of the ad. Clearly the IUD manufacturer isn’t targeting cello players, or even stringed-instrument aficionados — though I’m sure the ad will resonate especially well with them.

No, the cello is an emblem — a picture of something intangible. In this case, it’s actually a substitute for all of the deep emotions that come with motherhood, from immersive self-abnegating love to the fear of self-abnegation itself. In fact, it’s quite likely that the graphic artist used a normal playground picture, cropped out that lady’s actual toddler, and overlaid the cello. Just look at her face. That kind of maternal joy is tough to fake. (Plus, no one would ever want to endanger such a delicate instrument that way.)

Comments are closed.

Top Rated Comments   
So far I have read only one comment that is not anti-contraception. Are you all conservative Catholics or evangelical Protestants? If so, you could be wanting to impose your views on all Americans, not just those women who want to time their pregnancies. No wonder leftists and social democrats win the women's vote. You sound like the anti-sex league. You will guarantee a one-party dictatorship, as long as you allow social issues to determine your politics.
27 weeks ago
27 weeks ago Link To Comment
Yo yo Mama
27 weeks ago
27 weeks ago Link To Comment
In reality conservatives and liberals plan the same thing. You (as a conservative) have plans for your life. The liberal has plans for your life too.
27 weeks ago
27 weeks ago Link To Comment
All Comments   (85)
All Comments   (85)
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what I see is a dated ad. Like any local nanny government would allow a metal slide...

26 weeks ago
26 weeks ago Link To Comment
What does "unprotected" sex mean?
An IUD doesn't protect a woman from an STD.
27 weeks ago
27 weeks ago Link To Comment
The cello is a refined, highbrow instrument, requiring many years of practice and serious dedication. Thus, the real purpose of the cello is to say: "This product isn't just for wild party girls who gyrate to hip hop and get drunk a lot and do drugs and constantly aggravate their parents. Even a very serious (unmarried) young lady of old-fashioned taste and admirable discipline is certainly (or should be) at risk of unwanted pregnancy."
27 weeks ago
27 weeks ago Link To Comment
IF this ad makes even 1 young woman pause to THINK first & NOT have unprotected sex, it's done it's job!! One less welfare baby or STD...bring on the cello ads!!
27 weeks ago
27 weeks ago Link To Comment
Ultimately, shouldn't we REJOICE if the Left has fewer kids?
27 weeks ago
27 weeks ago Link To Comment
I just noticed that Scott Ott wrote this article. Let's see more by Scott. (And maybe they'll publish your satire, also?)
27 weeks ago
27 weeks ago Link To Comment
I don't wish to undermine the point you are trying to make, but I think the photo is authentic. The reflections on the cello of the inside of the slide are too good. No one would have bothered with that detail for this ad. As far as the woman's expression, actors fake things very well.

The pro-contraception commentators are missing the point, Photoshopped or not. No one on the right is calling for banning contraceptives, apart from those which are not actually preventing conception, but in reality causing an abortion by preventing the fertilized egg from attaching itself to the uterus.

The issues are numerous:
Sex is reduced to mere entertainment, no commitment required.
Children become not an asset, but a liability to be managed after the "important" things like playing the cello are taken care of first.
Those who believe in God are dismayed by people becoming their own "gods", creating or destroying life to suit their whims.
The sad result of this kind of lifestyle can be seen in Europe today. I am sure there are plenty of fine cello players there, and the coffee houses are full of middle aged and childless people who are enjoying their lives right now, surrounded by the beauty and culture of elegant old cities.
But what happens, when in a very few short years, they are old and there are no young people to take care of them? Will they end up like the 15,000 elderly that died in France during the heatwave in 2003?
Us conservatives do not want to run your lives. We are just looking on in dismay. Nero fiddled while Rome burned, and somewhere in Paris, cello players fiddled while their elderly neighbors burned.
27 weeks ago
27 weeks ago Link To Comment
"Sex is reduced to mere entertainment...". SO GLAD I am 61 & can avail myself of this form of "entertainment" with Hubby with no worries of pregnancy...because the tide is turning against women being able to run their own lives, even if they pay their own way...if we stay on this path eventually all forms of B.C. will be made illegal, because they "interfere with the POSSIBLE creation of life" & we women will be back in the Middle Ages...or us ladies could just speed up the process & convert to Islam, wear a Chador & become "brood mares" like the rest of the Islamic women. /snarc
27 weeks ago
27 weeks ago Link To Comment
Name ONE birth control made illegal. The left is arguing to have their birth control paid for.
26 weeks ago
26 weeks ago Link To Comment
Why shouldn't it be, just like my blood pressure and cholesterol meds?
26 weeks ago
26 weeks ago Link To Comment
Howdy rongoodman
If your medications are paid for through your insurance, and you selected a plan that covered them, well and good. You've paid for them all along in your premiums.
If people want to have insurance plans that include covering contraceptive meds and procedures, let people choose them. If others want plans with different benefit mixes, let them choose the plan closest to their wishes.
And let the plans' costs reflect what they cover.
26 weeks ago
26 weeks ago Link To Comment
I'm not certain I'm missing any points but saying that when it comes to those issues, millions of strangers don't care what I think and I don't care what millions of strangers do.
27 weeks ago
27 weeks ago Link To Comment
Beautifully put.
27 weeks ago
27 weeks ago Link To Comment
If there's one thing America now characterizes, it's callow narcissism. But you know as well as I do, Scott, it's not just advertisement or politics.

How many churches these days are immersed in superficiality? Health and wealth, meaningless messages, the belief that glorification of self comes first - God second; just a different flavor of doing what is right in our own eyes.

I've grown numb to self-absorption.

Not that I think you're wrong. Just that I think the scope of what ails us goes well beyond politic.
27 weeks ago
27 weeks ago Link To Comment
What if the ad was about condoms, teling men that a condom would help him plan his life?
27 weeks ago
27 weeks ago Link To Comment
Why was my comment reported?


What if the ad was about condoms, teling men that a condom would help him plan his life?


27 weeks ago
27 weeks ago Link To Comment
Condon ads are "different". So are ads for Viagra, etc. / snarc
27 weeks ago
27 weeks ago Link To Comment
Oh, yeah. It's okay to help a man get an erection, but don't anyone dare help a woman...
27 weeks ago
27 weeks ago Link To Comment
This article is bizarre. Far more so than the IUD ad.

The image hardly represents some Leftist Worldview. We have images of the Holocaust that represent that much better.
27 weeks ago
27 weeks ago Link To Comment
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