Emily Boyer

November 28, 2010

Ad Essay

There’s a Solider in All of Us

Call of Duty Black Ops grossed over $360 million in the first day of release which is more than

any other video game in history. This tells us that Americans, of all ages, are addicted to these

destructive gaming worlds that support and promote violence. It also tells us that video games and their

advertising are becoming a vast part of our society. The Call of Duty Black Ops commercial teaches the

young minds of tomorrow the opposite of world peace. It teaches vulnerable minds that violence,

destruction, and killing people are fun, trendy, and for everyone. The Call of Duty Black Ops commercial

uses a broad range of techniques to exploit and take advantage of video gamers of all ages and gender.

This commercial trivializes the real impact of violence and the consequences that comes with it.

The Call of Duty Black Ops motto is “There’s a solider in all of us.” Kobe Bryant is one of two

celebrities starring in the Black Ops commercial. When the commercial first aired, Kobe Bryant defended

his participation in the Black Ops commercial by saying that this was his way of “supporting the troops.”

Kobe Bryant is one of the most powerful sport icons in the world and specifically an influential role

model to children and adolescents. The second celebrity in the commercial is comedian Jimmy Kimmel.

The use of a comedian trivializes the violence even greater and adds an air of humor to war and violence

that is utterly sickening. Kobe Bryant’s and Jimmy Kimmel’s participation in this controversial
commercial reflects upon America’s ever descending image and credibility. It is as if Americans have

been persuaded into this mass game of “Simon Says”, Simon symbolizing all celebrities.

Video games and their advertising has been increasingly a staple in American children and

adolescent’s development. Erica Scharrer, a professor at the University of Massachusetts Amherst,

wrote an article called ‘Virtual Violence: Gender and Aggression in Video Game Advertisements’. In her

article she writes “Even a cursory glance at video game content, as well as the ads used to sell video

games to audiences, reveals potentially problematic portrayals of gender and violence” (394). This

commercial does not only promote Call of Duty Black Ops but it promotes violence to children,

triggering aggressive behaviors and thoughts. Dr. David Boyer is a neuropsychologist who specializes in

disturbed adolescents. He described in detail to me the impact of violence on children who have been

traumatized and abused. Traumatized children often have a blurred line between right and wrong and

they are most often aggressive and impulsive. Adding video games and video game advertisements to

their lives are most likely going to trigger their violent behaviors or they may even re-experience old

traumas from their lives. Dr. Boyer quotes:

“Video games that involve violence and inappropriate sexual material are particularly

damaging to children who suffer from trauma and certain psychiatric impairments such as

impulse control and thought disorders. Many healthy children can put these experiences in

perspective where as high risk children may not be able to integrate them in a healthy manner.”

Clearly, this commercial is persuasive and a very clever advertisement strategy. The commercial

tells the world that anyone, even a concierge or a business woman, has a soldier within them. The use of

celebrities is tactful and the commercial obviously avoids images of killing people pointblank, however, it

is strongly suggested. When I asked Eric Ballinger about the impact commercials have on him he said

none, however, when asked about his younger siblings it was a different story. Eric recollects when he
was watching television with his younger brother not too long ago, “my brother and I were watching the

World Cup and a Nike commercial aired starring Cristiano Renaldo, right away it caught my brother’s

attention and he wanted to know what they were selling.” Eric’s younger brother is just one example of

the influence celebrities and commercials have on children.

Music is also an extremely important aspect of the Black Ops commercial. It features a hit by the

Rolling Stones. This Rolling Stones song, aptly named ‘Give Me Shelter’, is featured in many war movies

and is very recognizable to all ages but specifically to an older audience that is viewing the commercial.

The use of celebrities, like Kobe Bryant, is targeted towards the younger viewers of the commercial and

the use of a Rolling Stones song is more targeted towards the older viewers. Scharrer quotes:

“As the number of games and gaming systems swells, the companies that create them

must use advertising techniques to compete for users’ attention and money. Print

advertisements for games must pique potential users’ interest by allowing vivid, eye-catching

glimpses of the features of the game.” (394)

When developing a commercial it is crucial to include parts that appeal to your target audience and to

balance the commercial in a clever way to grab the attention of the viewers. For example, when I

interviewed Eric, he told me the aspects of commercials that grab his attention. He tends to tune into

commercials either when he recognizes a person’s voice or if he hears attention-grabbing sound effects.

The Black Ops commercial features gun shots and explosion noises, one of the two aspects that Eric

describes as attention-grabbing.

The Call of Duty Black Ops commercial targets and exploits children and promotes violence to

their viewers. It is clear that Activision, the developers of Call of Duty, is out to make money and has

zero interest in the well-being of their followers. Greed fuels all bad things and the Black Ops
commercial is an embarrassment to America. Video games and the negative views they are inserting

into children’s lives are increasingly becoming more difficult to avoid. The promotion and exploitation of

violence and America’s growing addiction to killing is, in the end, going to forever put an end to

childhood and the innocence that children have a right to have.