Inspired by the Humbach CM CM "Not only" Women's Demb "Germany overlooked from all over the world with the intention of discriminating Japan

　In addition, 60 seconds version (https: // www.YouTube.COM/Watch? v = WALYYXRTWVQ), but we will consider it in 45 seconds.

　I see criticism of this CF that is "female discrimination."It seems that the more essential perspective is missing, which is not enough.

　A long time ago, there was a time when I analyzed Jean Luk Godard's film at the seminar of Shigehiko Hasumi when I was a student.If you like film criticism that complies with symbolism, you tend to choose the symbol you want to read.

　Some students write beautiful poems by drawing Loran Balto and Jill Drawn, but I think that the analysis of the film should be more thorough, and that we should stop by only the surface.

　I am a science -based science, who has already made music as a profession, saying, "You should start by directly looking at the image itself in front of you." did.

　I think the exact same thing is still being repeated.

　In this "Hornbach" film, it seems that the second half of the "Asian woman" smells the scenes of male workers "Brucella underwear" and extracts only the scenes where they are ecstatic, and seems to have been criticized.

　However, I do not look at the content itself as much as I wonder where I am looking at, such as the first half and the middle part.Then it would be difficult to criticize this representation correctly.

　First, let's follow the film itself.

[To today's article (top page) of Jbpress]

Volcera CF representation analysis

　Below, let's examine and analyze the CF of the hornbach, with the number of seconds in the 45 -second version video published on YouTube.

　The screen begins with a crouching man who is covered with mud and is working like a reclamation that digs the roots of the tree.

　The film has started from a screen where the face and the lower body with the lower body with the center of gravity and the lower body with the center of gravity are emphasized, wearing a thin beige shirt.This choice is very important.

　You don't have to see your face.There is a sweat there ... this is an important factor in a consistent key to the end of this film.

　This film has begun with the presentation of "labor", "body" or "sweating" itself, which is extracted in an inhuman and in -person manner.

01 seconds: The face of a middle -aged white man (A as A) on the beard side, which seems to be the operator, is immediately close -up.

02 seconds: This time, a white elderly (B) wearing a gray T -shirt (B) is shown, but the garbage is thrown away and the face is not clearly visible.In other words, anonymized is super -imposes.

03 seconds: Only a few frames are inserted in the face of this white -haired white old man B, and this time, the sweat -wet chest hair is sticking to the skin from opening the front button of the blue shirt is projected, but there is no face here either (04-05 seconds)

　Both the middle -aged white A, the first white shirt, and the older T -shirt old man B, the blue shirt and the person without face are scooped with a scoop of sand used in road construction.Let's keep it as Mr. C.

　Then, from 06 seconds, the first person A dugs the roots of the wooden trees to the full arm, and the standing up is reflected.

　At the beginning, you can see that A. A group of "sweat and physical labor", which began with Mr. A's crouching, stood up in 07 seconds to close the ring.

　In other words, this CF is not so sloppy, but is full of various implications (including discriminatory perspectives) designed very elaborately.

　Rough discussions, such as exposed to the media, cannot scoop the risks that can be glimpsed here.

　By the way, the screen is renewed in 08 seconds.

　There are two men wearing glasses and white coats, standing in a sunny lawn garden, and there are some compost -like machines with some instruments.

　It is important to note that one of the two men in this white coat is European and one is Asian.

　It is rarely mentioned, but this is decisive.Since it is a different person, I will leave it as a European P staff and an Oriental Q clerk.

09 seconds: Gray T -shirts B -old man grinning, and Mr. A is struggling, but it is revealed by the two white coats' inserts that they noticed the visit of both PQ staff.。(10-11 seconds)

　Next, for 12 seconds, the face of the beard red white D is reflected in the first bald head.He is in front of a blue shirt.Earlier, I knew that it was the face of Mr. C who could not see the face, and Mr. C began to take off the blue shirt while showing the characteristic chest hair.

　The old B also takes off the gray T -shirt, and Mr. A also takes off a thin beige shirt from the head (15 seconds) and throws the blue shirt taken off.

　From 17 seconds, CF enters another depiction.Mr. A is pinching a thin beige that Mr. A is picking up with his fingertips, but his expression is clearly a "disgusting thing".

　This is the part that I can point out the possibility of the worst discriminatory expression, but the Oriental Q clerk, which is diagonally behind, is expressionless.

　The Asian Q clerk does not show disgusting emotions in the "smell" that is irreplaceable to European P staff.

　Next, after collecting the gray T -shirt of the old B, the P clerk complains for something with his eyes, and Mr. A takes off the dark blue brief, and the P clerk picks it with his fingertips ... (24 seconds).

　From the point where this brief is thrown away, CF enters the "2nd" that is short but decisive (25-27 seconds).

　The thrown Buri lands on a belt conveyor line as a factory, and is then packed in a vacuum pack and commercialized.

　The 27 -second conveyor image where the completed package flows has an easy -to -understand Japanese notation called "Spring smell".Such a thing is not an accidental character, but it is clearly produced.

　The clothing in this kind of package does not dare to give a name, but most of the Europeans will associate a Japanese company known for the Katakana four -letter logo.

　Regardless of whether the client's hornbach AG intends to do so, it is clear that the director and creator of this film had kept a Japanese company that began in the shape of Yu.

　The other parts are fine, so in this 27 seconds, the Japanese characters written on the conveyor should be confirmed if you read this article.

28 seconds: The screen suddenly moves to a set like a back town in the industrial area that suddenly feels "end".

　In this article, most of the sounds are omitted, but it is only necessary to point out that the noise of the jet machine is super pose here.

　This "market" is clearly expressed by one sound effect that the outside magic, which is worth such a thing, is another world that cannot be reached unless you fly from Europe.

　In the light and shadow of the town of the night, along with the people who hurry the home, the unnatural cup of bar -style counter, etc., a bright vending machine and the back of an OL -style (?) Women in front of it.Long view.She calls this woman "Miss O".

　Following the finger up (30 seconds) that presses the button of the vending machine, it is nothing more than Mr. A's "thin beige shirt" at the beginning of this CF.

　Miss O, who does not know the face or shape, takes out "thin beige" from the vending machine (32 seconds), opens the package (35 seconds), and fills her nose.Put your chest and breathe deeply (36-37 seconds).

One scene (from YouTube) of the CF [Spring smell] of Hornbach AG

　"SORIECHTDAS FRUEHJHR".(Spring is as fragrant). "

　Miss O is enthusiastically closed, but overlaps with the telop, raises his voice, floats the expression of pleasure, and plunges his nose into the package again like an addicted patient (40-41 seconds).

　In the angle of view from the front that reflects a bad girl who is also "thinner play", when the face of Miss O, who raises the face that was dropped in the package, was raised from a bird's -eye view, he opened his eyes halfway and closed his eyes.This film is over when she strips her white eyes and smiles slightly (45 seconds).

　The 45 -second film has 37 editing points, but 26 edit points in the first 25 seconds of the outdoor scene, followed by four editing points in 3 seconds in the factory, and 17 seconds from 28 seconds to 45 seconds.There are only seven editing points.

　Because one shot is long, it takes time to buy Miss O's purchase, deep breathing and suction operation of two "spring smell".

Malicious intentions that are more explicit than words

　The question of a certain film, "Is it a female disdain?"What is it?

　Discussions such as adjectives and adverbs such as "Desgoing" or "No, I don't intend to do so" can only be a water pouring theory.

　At least, on the creator side, I don't think it's normal to discuss such a killing time.

　Not that, it is more "painful" criticism to confirm, analyze the expression in front of you, and use the expression itself.

　I am not interested in film criticism, and it is unknown to video criticism, but I was receiving orders to make a film sound as a musician in the early 20s and 30s, so I will pay attention to every detail.I have a habit.

　Next, I started editing programs non -linear, so I came to see something like this.

　In a class called "Today's Approach of Music" at Keio University, which has been taught for three years since 1999, there are more than 30 series of Nippon Television and Fuji TV's company CF ("Nippon Television", Rules, etc.).I borrowed it and considered it with a student.

　From such a viewpoint, I think that this CF will be able to point out multiple "intentions" for Asians and East Asian companies, based on the above verification.

　The first is a spent underwear business law that the Europeans are amazed at, especially in Japan, in which the dirty shirts and pants of ABC, who sweated in manual labor, are, especially in Japan.Previously -an extremely unique prejudice for Asians.

　This is first presented in the contrast of the European Male P staff who does not hide the color of disgust and the expression of the expression of the Oriental Q clerk who is consistently expressionless.

　Next, Mr. P's gaze who demands Mr. A's pants.

　Even if you like things like this, you buy it at a high price, so the eyes of "women" that suggest "sell" are useless.

　Although it is not very detailed, I think that European pornography is too much to look too hard from the Japanese eyes.

　Although it is not a pornography, Pazorini's "Sodom City" is a tough screen for me, and it was banned in Europe.After all, if the culture and lifestyle are different, the standards of value will be completely different.

　Second, what is drawn here is essentially a capitalist parody.Demotes for Asian women are easy to understand, but I don't think they should be dwarfed at all.

　Like the word "I like tate -eating insects", it sells highly dirty shirts and pants for Europeans, and the ridiculous shirimono, such as "smell", can be sold high if you bring it to East Asia.

　Whether it is a "smell worthy of a sale" is a "East Indian company" era in the Netherlands and the UK, which is, along with a P staff who does not go through the road and does not know what they are thinking with expressionless expressions.Anyway, the typical Eurosandorism, the Q clerk in the European centralism, and the compost -type machine that quantitizes the smell of Asian odor, guarantee the odor = value.

　More than an actress who looks like an ecstatic, an ecstatic actress who peels the white eyes, the whole stupid customer is eaten., I can't help pointing out.

　However, the more troubled thing is that the creator wrote the original draft, thinking that this screen would be pleased with this kind of screen, and both the agency and the client gave an ok, and this quite a lot of work.The CF with the budget was aired on air.

　If you don't dig into that deep, I think it's the same as saying nothing.

　The third.This is a decisive hit, written in the belt conveyor.I can't escape.

　It may not be the only target of Japanese companies that have the word "yu", but since Chaplin's "Modern Times" (1936), Western Cinema, which is worthwhile for Europeans, has been worthwhile.From the automation that appears many times in the memory of (for example, the good Jack Tachi "My Uncle" (1958), the Mike Myers "Austin Powers" series (1997-2002)To the other), the “Spring Smell” as a Japanese trademark described in the invisible production line, I am a country that created Germany to create Joseph Geppels and Reiji Lefenstal.I had to remember.

　Finally, I think that this is the coldest and simple "intention" that anyone can point out, drawing an Asian woman as a Brucella customer and peeling his white eyes.

Business targeting populism

　Although this CF was unable to search, Hornbach is a German company that has grown rapidly after the cold war under the so -called DIY (Do It Yourself) commercial law.

　The customer base wants to business in a relatively low -income labor level.

　This CF is an overwhelmingly other Europeans, including the Germans, including the Eastern Europe, and in some cases, Turkish residents, who are fully established in German society.A cynical laugh is explicitly expressed.

　The simple one is the blue brief of "Pants" A.

　No one finds value in such "things" at least in Europe.However, it seems that those who are more stupid customers -shallow people are in an unknown area in the Far East, rather than loving goods.

　Information such as "Brucella" quotes what was once brought from the winners and South Korea, and in the current global balance, not only in Germany as well as Germany, as well as Germany.There is no way to exist in.

　Because there is such a "Honne" of society, such a CF that matches it is planned, both agencies and corporate clients are OK, investing a reasonable advertising expenses, "Spring, flushes, spring soon.I guess I was planning a spring campaign saying hornbach has something to do at any time! "

　If it is not a developed information environment of a global network like today, such poor quality CFs will be aired and consumed local, but the 2019 internet environment is different.I did it.

　Various protests have risen, but as of April 4, Hornbach responded that he was not willing to withdraw CF, and I stayed in Amsterdam, but I did not shrink with my local friends.Was not.

　However, it seems that the trend of international public opinion, which has rapidly increased headwind, and especially the warning from the advertising council in the German Federal Republic, the company has changed the policy, and on April 15, the "Spring smell" is solved.https: // Twitter.Notice in com/hornbach_tweets.

　"Morning is our one" that is the same 45 seconds, which is neither poison nor medicine "(https: // www.YouTube.COM/Watch? v = IZSR3QIQVBY) has been released.

　However, even if you cry in front of spilled milk without returning to the water tray, information has already spread all over the world.The only way to follow the company in the future is to observe.

　On the Internet, we see a lot of reactions like "Hambach Hambach!"Signature was also collected.

　I do not link here.What I think is not the case that Hornbach is a racist or not.

　It is an advertising agency who has solidified the scaffolding by marketing, has taken such a CF that costs tens of millions of yen in Japanese yen, and has taken such a CF, and has decided to release it.It is necessary to point out that the right turning of German society, which ended as a grin, was rapidly spreading, and the corruption and the root of the disease itself, which ended as a grin, is the most problematic.

　By the way, if there is a situation where similar delete content hits from other countries in Japan, it will be exactly the same criticism, and it will be limited to corporate issues, simply a matter of "female disdain".I think there is a risk of visual stenosis.

Author: Rye Ito