Discover Card Commercial

http://www.youtube.com/watch?feature=endscreen&NR=1&v=yZXZAlfykpo


This video commercial from 2010 advertising the American Discover card, America's number one cash reward credit card, is particularly interesting when the idea behind it is related back to the iconic Henry Ford, and the way he treated his workers.

He attracted a greater number of employees to his assembly line by paying them more than the average business owner and shortening their hours, all so that they could remain consumers themselves, even as they provided objects of consumption for the public through their work. This idea of allowing your employees the time and the means to become consumers, in the hope that the money you're paying them will in some way work its way back into your pocket, could be viewed on a grander scale.

Consider a country such as USA, if all Americans were to get their credit from a single source, an American company such as Discover, who offer cash back incentives for using your card within American companies; then all money earned in America would be spent in America, through American companies. In essence, they aim to cut out the middle man and strengthen their economy - this is achieved by promoting the strengths of 'All American' companies, and belittling foreign enterprise.

The advert depicts a group of foreigners in a remote cabin, running a call centre for 'USA Prime Credit', answering the phone call of an American woman. She is trying to resolve an issue and is being parcelled off, put on 'hold' and passed around a room; to then end up speaking to the very same person she started with. Her frustration is to be alleviated by trusting in Discover, as you'll 'get the help you need the first time around'.

Not only can this advert be found comical, in the very real sense that many people have experienced the annoyance of having to speak to someone about something of importance, only to find a language barrier preventing you from achieving your task; but this commercial is also subtly promoting the idea of American exceptionalism. If you go with an American company such as them, the experience is uniquely better.

People are told it 'Pays to Discover', and indeed it does pay off to use their services, but their service is primarily to provide the consumer with a means to consume even more, at a faster rate and with higher penalties. This advert sends out the message that incurring debt is a sensible decision when it is done through them. The fact it was voted one of the top 10 commercials of last year emphasises the idea that many Americans were able to relate to it, and therefore many of them view debt as a viable means to consume.

This in itself highlights the fact Americans don't seem to be overly attentive to the sheer amount they consume as a nation, and perhaps indicates a need for their overall attitude towards consumption to be reviewed.