Anti-smoking campaigns are notorious for being filled with little white lies, misleading tactics and outright misdirection to sell you their ideology. Anyone who’s a BFN (big fucking nerd) like myself and goes to conventions has seen the god-awful Flavor Monsters booth sponsored by Truth, where visitors enter a high-budget booth and are told that if they demo this fun new game they get a free tshirt. No commitment or investment required. Once you give them your email address and “play” through this “game,” however, you realize that the “flavor monsters” are the eeeevil flavors that eeeevil tobacco corporations are placing in their products to fool poor unsuspecting Americans into consuming their eeeevil products. Thanks, Truth, for the bait-and-switch, and for once again reminding us that you think Americans are too stupid to decide for themselves whether or not they want to give themselves cancer. I personally was pretty annoyed when flavored cigarettes got outlawed, and I’m pretty sure that the cigar-smokers and dippers out there would be equally annoyed if flavors were outlawed there are well.
That’s not what I am posting about right now, though. The video that caught my attention today is less about the bait-and-switch and more about using charisma and humor to cover up bad logic. The ad is by a California anti-smoking campaign and features a woman who identifies herself as a “Social Farter.” She isn’t really a farter, she says, she only farts when she’s out with friends, when she’s drinking, or sometimes to break the ice and meet a guy. It’s an analogy, you see. The payoff, of the ad is the tagline “Social smoking is as ridiculous as social farting.” Oh, that’s so clever! You exclaim. Well, no, no it’s not. The problem is that farting and smoking aren’t analogous at all. One is a bodily function that frankly you must perform at some point or else you will experience pretty significant physical pain, and is socially unacceptable in public venues, much like many other bodily functions. The other is a mood-altering recreational drug that is acceptable to consume in many public venues. And it is, in fact, more pleasant to consume in combination with alcohol and socialization because of the aforementioned mood-altering characteristics. But we’re all supposed to be both amused and vaguely horrified at this woman farting in social settings in order to produce in the audience a similar feeling toward social smoking. The analogy doesn’t actually stand on its own, but if the creators can convince their audience of a connection, then the audience will view social smoking as equally ludicrous, and equally distasteful, as social farting. Fortunately, unlike Pavlov and his bell, the human mind is complicated enough that if you put two things next to one another we do not automatically decide they are related. No, social farting is not analogous to social smoking. Sorry, you’re just plain wrong, and being intentionally wrong to manipulate my thinking is even worse.