Hey, I had to write an English paper analyzing a certain ad and pointing out the cultural stereotypes. I chose the White Sox ad campaign, specifically, the commercial called "Catch the Ball." My prof gave me a 83%.
Here is my paper:
Win or Die Trying
The Chicago White Sox have tagged the slogan Win or Die Trying for their 2005 advertising campaign. After a World Series drought of almost ninety years, this slogan intimates that the Sox must finally bring home a championship, or pay with the ultimate price, their life. The campaign consists of print, radio and television ads, but the commercial entitled Catch the Ball stands out as an exemplary model of this slogan. This commercial can be accessed at the Chicago White Sox main web site, www.chisox.com. Then, click on the Multimedia tab, followed by the White Sox Commercials tab. Finally, click on the link for Catch the Ball to view the ad. Catch the Ball, as well as the entire White Sox ad campaign, contains many cultural myths and stereotypes. Cultural myths addressed in Catch the Ball include the theme of good versus evil; the existence of hell and the devil; and the sanctity of abiding by the rules. Finally, Win or Die Trying and Catch the Ball challenge the cliché cultural myth that sport is not about winning or losing, but playing fair and having fun. In this case, there is no option—the Chicago White Sox must win.
Stereotypes abound in Get the Ball with the ad’s portrayal of the devil and hell. Also, Christian beliefs and American icons are presented in a stereotypical fashion. These and other symbolic elements give the commercial a humorous edge.
A quick synopsis of Get the Ball is in order before its meanings and symbols can be explored. The skills of White Sox centerfielder Aaron Rowand are featured. Rowand goes back to catch a ball in deep center field. After catching the ball, he crashes into the wall and is knocked unconscious. Suddenly, he is transported to a different place, hell. Satan confronts Rowand by waving the Win or Die Trying contract in his face. He reminds Rowand that since he did not catch the ball, he must pay with his life. After all, they had an agreement. Rowand appears confused. He did catch the ball. The devil, puzzled, looks at Rowand and the centerfielder is instantaneously warped back to Earth, where his teammates are checking to see if he is okay. He asks for help getting up, but his teammates run off the field.
Get the Ball plays on the cultural myth of good versus evil. If a person chooses evil over good, he or she will be penalized in the end with the fires of hell. The existence of hell, a Christian belief prevalent in the United States, is good fodder for a humorous ad.
In Christian theology, where there is hell, one will find the devil. Catch the Ball also addresses this myth. The ruler of hell punishes those who enter his domain, and Aaron Rowand, has passed into this realm. It is Satan’s task to punish Rowand. In this case, since Rowand did not catch the ball, he is left with the “die trying” part of the contract rather than the “win” part. And, his sin is so great, he is banished to hell.
The devil in the commercial is one of the biggest stereotypes. He is portrayed as a diabolical male. The fact that the devil is a man is also stereotypically sexist. It implies that only men are capable of handing out such tortures. Surely a woman would not rule in hell. Also, the devil in the commercial is dressed all in red, has horns, and even a pointed beard. Hell’s entrance is a fiery one, and the devil has a serpent-like tongue. He hisses and utters a fiendish cackle.
Another cultural myth present in this ad is that a person must abide by rules, in this case, the Win or Die Trying contract. If a legal document is signed and then breached, there will be consequences. For Rowand, there is literally “hell to pay” if he misses that fly ball. One must keep their word. Conversely, when the devil realizes that Rowand did catch the ball, he also must hold up his end of the bargain by morphing Rowand back to Earth. A deal is a deal.
Finally, the prevailing theme of the 2005 Chicago White Sox ad campaign, Win or Die Trying is a direct challenge to the cliché cultural myth that sport is not about winning or losing but playing fair and having fun. In this case, there is no option—the Chicago White Sox must win. That is what is truly important to the players, the fans and management. In Get the Ball, Rowand and Sox management reiterate that this year, placing second or third will not cut it. This team must win or the consequences will be grave.
Subtle symbols providing comedic relief are included in the advertisement. For example, the commercial’s “hell” actually takes place aboard an elevated train, commonly known as the “El” in Chicago. Also, in hell’s background, an “I Want You” poster is visible parodying the Uncle Sam “I Want You” recruiting posters utilized by the United States Armed Forces. Even the image of the devil holding up the Win or Die Trying contract in one hand and his staff in the other is a poke at the image of Moses holding up the Ten Commandments in one hand and his staff in the other. The devil’s staff even resembles a baseball bat. Steroids and Major League Baseball have been front-page news this year, as several players have tested positive for their use. Maybe baseball is the devil’s choice for sport. He likes the corruption and cheating that takes place behind the scenes.
Win or Die Trying is an effective advertising campaign and Get the Ball is one of its finest entries. In a humorous way, it lays everything on the line for frustrated White Sox fans who have sought a title for the last nine decades. Incidentally, the Sox clinched the American League Central Division title on Thursday, September 29, 2005. It appears that they have opted for the “Win” part over the “Die Trying” part.