This McDonald’s advertisement is a revolution for marketing. It allows the viewer to watch it “ironically” for “entertainment”, while believing that the advertising isn’t affecting their hindbrains.
The ad is good enough to examine on its own, but it helps me to express a truth about social skills. You don’t have to be taken seriously for your reframing to work (alt: Frame, Game, sales, marketing, socializing, debate). You can play a symbolic part ironically and still get the same hindbrain effects as if you were taken seriously, because even if the motif is interpreted critically the background context will be processed uncritically. In Game, you can dress like a rock star ironically and even if the girls you’re talking to know it and are laughing at the joke (“haha 80s night”) they will still be more attracted to you.
If the background is properly managed, you can distract the prefrontal cortex with fast-paced humor and make the sale directly to the thalamus. What is the real selling point in this ad?
It’s not the sandwich because that’s in the foreground. That’s just a decoy. It’s the wood panels, the clean, white kitchen, and the apples under the jar. The sale is made by everything you see but don’t look at directly, and everything you hear but don’t pay conscious attention to. This ad is like a heat-seeking missile for huwhite people.
This is analogous to the “ignore and plow” strategy in Game. No one is better at it than leftists because context denial is quite literally their entire mindset. If you want to get better at ignore and plow, watch a debate where a leftist gets called on their bullshit. They don’t even hesitate. Dialectic and details were never the point, just like the Frork was never the point.
I use this principle constantly in work-social situations because my facial appearance gets me pigeonholed as a gangly white software engineering cuck who’s easily bullied into doing bitchwork. (“I have this great idea, all you have to do is make it.”) So I have to constantly violate expectations to keep people’s expectations off that “first impression” set point. What I do is rebuff people using the language of low-trust races—blacks, Mexicans, Russians etc.—but keeping a white frat boy’s cadence. The “joke” is that these things don’t go together, which provokes laughter and comments about how I’m the whitest dude on earth. But the real message still gets through: “I see you trying to play me and it’s not going to work because I’m a low-trust person like you.”