Friday, March 20, 2015

The Master: A Narrative Analysis

The Master:
 A Narrative Analysis

Man is not an animal. We are not a part of the animal kingdom. We sit far above that crown, perched as spirits, not beasts. 
-Lancaster Dodd

A Synopsis

                Paul Thomas Anderson’s The Master is a film that is much more than the sum of its parts.  At its most basic level, it is the story of Freddie Quell and his bungling attempts to adapt to life post-WWII.  His impulsive, animalistic behavior causes him to be run out of any town where he lays his head, until he meets the mysterious Lancaster Dodd, leader of a movement called “The Cause.”

Freddie
Lancaster
                Dodd defines himself as “a writer, a doctor, a nuclear physicist, a theoretical philosopher, but, above all, [a man]. A hopelessly inquisitive man…”  Dodd accepts Freddie into his family and attempts to assimilate him
into his movement.

                The Master is as complex as the larger-than-life Dodd.  It draws on the life of the enigmatic L. Ron Hubbard, and films such as John Huston’s documentary Let There Be Light which examines the psyche of post-war soldiers.  The motivations of the characters and much of the defining action of the film is implicit, adding even deeper layers of complexity.  It’s a film that could ostensibly be about everything or nothing.  It is a drama, a love story, an exposé of Scientology, an anti-war parable, a study of the power of sexuality, an examination of the birth and growth of both cult and spiritual movements, and anything else you can think of.

                This narrative analysis will examine only the expositional elements of the film.  Only the explicit actions and their potential motivations will be explored simply because the implications of these actions were made purposefully vague by the filmmaker.  It would be impossible to examine a singular interpretation of the film without spending a great deal of time on other possible interpretations.

                                                                             A Map:
                                                                     Actantial Model






A Key

1.       Subject: The driving character of the story.

a.       Freddie Quell: 
Freddie is the subject of The Master.  He is given a quest which he sets out to achieve, and he has a series of helpers and opponents that interact with him on his quest.  Freddie also exemplifies the Jungian hero archetype.  
The journey of the hero according to Jung can be divided into three sections: 

Information from http://www.cgjungny.org/d/d_mythpsyche.html 

    Freddie begins the film in a state of preconsciousness and is purely a reactionary animal.  While on a naval tour of what appears to be the Pacific theater of WWII, Freddie is shown drinking alcohol made from the ethanol of torpedoes, simulating sex with a sandcastle, and masturbating in public. 

                Freddie’s ego is awakened once he is discharged from the Navy at the end of the war.  He is immediately put into a hospital for returning soldiers and treated for post-traumatic stress disorder.  The realization of the ego, or self, creates the main
Freddie in the Hospital
struggle of Freddie’s story.  He craves acceptance in society and attempts to achieve this through work and relationships with women as stable employment and marriage are societal expectations of men.  Unfortunately, the animal of his preconscious is still a major factor in his life.  Freddie’s heroic struggle is attempting to quell his animalistic impulses in order to adapt to society.  

                Wholeness, or at least some semblance of wholeness, is achieved after Freddie breaks from Lancaster and The Cause.  He is able to take what he learned from his experience with Lancaster and use it to adapt to society.  Wholeness for Freddie is being able to hold down a job and have a reasonably normal interaction with a woman, and he is ultimately able to achieve these.           
                                    Freddie Attempts to Hold Down a Job

   As a disclaimer, some have argued that the subject of The Master is actually Lancaster Dodd.  The actant model graphed above could easily be filled out with Dodd as the subject as could the Jungian model of the hero.  As mentioned in the synopsis, The Master is incredibly complex and often vague.  An argument could certainly be made for dual subjects, both Freddie and Lancaster, but Freddie is the driving force of the story.  It is only through Freddie’s association with The Cause that we learn of Lancaster and his goals.  Once Freddie splits from The Cause, the viewer is no longer privy to Lancaster.

2.       Object: The quest or goal given to the subject.

a.       Societal Acceptance:
Freddie makes a drink from cleaning supplies
Freddie’s goal is to find a place in a world he doesn’t understand.  It may not be a goal that he consciously wants, but if he doesn’t conform to society he will die.  This is shown in the intermediary period between his dismissal from the Navy and his meeting Lancaster.  During that brief time he assaults a customer in a store, sexually assaults a woman, and accidentally poisons a man with one of his alcoholic concoctions.

3.       Addresser: The one who assigns the object to the subject. (1)

a.       World War II:
Little information is given about Freddie’s life before the war.  It appears that he was relatively adjusted or at least that his strange behavior was attributed to him being young.  His eccentric behavior is magnified by his experience during the war.  While he is in the hospital, it is revealed that he was prone to hallucinations and fits of
Freddie During The War
nostalgia.  The fact that these symptoms do not manifest during his time after the war implies that his experience during the war was incredibly stressful.

No matter what specifically happened to him during the war, it caused him to become unbalanced.  His animalistic behavior created by the stress of war conflicts with the expectations of society.


4.       Addresse: Who receives the object.(1) 

a.       Freddie:
When Freddie achieves balance and wholeness, he becomes an accepted member of society.  His life has the potential to achieve some level of fulfillment, and he is also allowed to live because he has become adjusted.

b.      Society:
When Freddie was running untethered through the streets, society was in danger of falling apart.  Freddie’s impulsive behavior brought out the impulsive behaviors of others.  People would react violently to his actions, and he would often fuel chaos by providing people with alcohol.  Freddie was imbalanced within himself, but he was also causing an imbalance within society.  When he achieves wholeness, society becomes balanced once again, thus avoiding a potential breakdown.

5.       Helper: Entities that assist the subject in achieving their goal.

a.       The Cause
Though The Cause in not necessarily a sympathetic movement, arguably becoming a cult by the end of the film, it is a necessary part of Freddie’s journey.  The Cause gives Freddie a clear set of rules and boundaries as well as a support group.  By becoming a member of The Cause, Freddie must become conform to society’s expectations, effectively completing his quest.

                                                              i.      Lancaster:
Lancaster is Freddie’s means of access to the cause.  Lancaster becomes Freddie’s friend and mentor.  He treats Freddie with a loving strictness, and is willing to put in the necessary effort to bring about change.

                                                            ii.      Peggy:
Lancaster’s wife Peggy may in fact be The Cause’s most loyal follower.  She keeps Lancaster’s own impulses in check, keeping him focused on “curing” Freddie as well as the goals of The Cause.

6.       Enemy: Entities that hinder the subject’s quest.

a.       Freddie:
The biggest enemy that Freddie faces is himself.  His preoccupation with sex and alcohol often lead to violent outbursts.  All of Freddie’s helpers are attempting to help Freddie control himself. 

b.      Lancaster:
Lancaster is both beneficial and detrimental to Freddie’s quest.  He genuinely wants to help Freddie become a functioning member of society, but he is not doing it in Freddie’s best interest.  Lancaster’s argument, and the basis of the cause, is that man is not animal, man is a higher being.  By taking someone who is more animal than man and being able to elevate him above the bestial world, he is giving legitimacy to the basis of his movement.

Lancaster is not the epitome of the evolved man that he would have his followers to believe.  Arguably, his entire movement is his attempt to deal with his homosexuality.  It becomes apparent as the film progresses that his fascination with Freddie may be more romantic than charitable.  While publicly Lancaster encourages Freddie to control his urges, in private, Lancaster encourages him to continue consuming alcohol.  He also encourages Freddie to attack outspoken dissenters of The Cause. 
                                                          Lancaster Singing to Freddie

Freddie becomes Lancaster’s mad guard dog, and his means to partake in many of the bestial impulses that he condemns. Freddie’s final task in order to complete his quest is to break from Lancaster’s grasp.

c.       The Cause:
As with Lancaster, The Cause is crucial in Freddie’s rehabilitation, but it does so for its own gain, not out of kindness towards Freddie.

d.      John More:
John More is a skeptic that confronts Lancaster at one of the Cause’s gatherings.  Lancaster becomes enraged when John questions his claims that The Cause’s methods can cure disease and unlock the memories of past lives.  Though John is in the right, he is not in the right in terms of Freddie’s journey.  The doubt that he casts causes Freddie to react violently.  He beats John near to death in his hotel room later that night.

Not only do John More’s accusations cause Freddie to regress, if he had been successful in convincing Freddie of The Cause’s shortcomings, Freddie would not have been able to achieve his goal.  Ostensibly, the only person that could have “cured” Freddie was Lancaster.  If John has been able to show Freddie the truth about The Cause, Freddie would never have been able to adapt to society.
                                                        John More Confronts Lancaster

e.      Val:
Val is Lancaster’s son who is not a true believer in The Cause.  At one point he tells Freddie that Lancaster is "making the whole thing up".  Much like John More, Val attempts to reveal the truth to Freddie about The Cause.  If he had succeeded, Freddie would have never achieved his goal.
                                                             Freddie's Violent Doubt

7.       Axes:
a.       Axis of Desire:

The axis of desire is the relationship between the subject and the object. (2)
In The Master, the object that the subject (Freddie) desires and requires to complete his quest is acceptance into society.

b.      Axis of Power:

The axis of power is the relationship of the helpers and enemies to the subject and his quest. (2) In The Master, the helpers push Freddie toward his goal, while his enemies attempt to use him for their own means.

c.       Axis of Transmission:
                  The axis of transmission is the relationship between the addresser and addressee.  The addresser wishes to deliver the object to the addressee, enlisting the subject to do so.

                   In The Master, this axis is a little more complex than usual since the addresser is an event as opposed to a specific entity.  The war puts Freddie on a quest to achieve balance and acceptance in society.  In doing so, both society and Freddie achieve wholeness.


Propp’s Narrative Analysis (3)

                Most if not all stories can be broken down into a basic six part analysis consisting of the preparation, the complication, transference, the struggle, the return, and the recognition.  The problem with this model in the case of The Master is that it relies on an explicit dichotomy between hero and villain.  This does not exist in The Master.

                The hero of the story is most definitely Freddie Quell, but the villain is not as obvious.  In the actantial model above, a list of Freddie’s enemies was set forth.  Ironically, most of the proposed enemies were also his helpers.  In order to discern the villain, the object must be examined.

                Freddie’s goal is to find a place in society which requires him to adapt to it.  The person that consistently interferes with this goal is Freddie himself.  Though Lancaster and The Cause use Freddie for their own means, they are crucial components in Freddie’s quest.  Since the main conflict in this film is Freddie vs. Freddie or man vs. himself, many of the tropes examined in a structural narrative analysis either do not apply or apply in a secondhand manner.

                This application of Vladimir Propp’s narrative structure will examine only the aspects that can be explicitly applied to The Master.

1.       The Preparation

a.       A prohibition or rule is imposed on the hero.
                                                   i.      The rules of society are imposed on Freddie

b.      The prohibition or rule is broken.
                                                   i.      Freddie consistently breaks societies established rules and norms

c.       The villain seeks to deceive the victim.
                                                   i.      Freddie convinces himself that he can live without conforming to society’s rules by simply running away from consequences.
Freddie Running Away

2.       Complication

a.       The villain harms a member of the family.
                                                   i.      Freddie’s actions cause him to be punished.

b.      A member of the family lacks or desires something.
                                                   i.      Freddie craves acceptance.

c.       The hero plans action against the villain.
                                                   i.      Freddie decides to fight against his animalistic instincts.

3.       Transference

a.       The hero is tested, attacked, or interrogated.
                                                   i.      Freddie meets Lancaster and is subjected to “Processing.”  His initiation into The Cause forces him to face himself.
                                                                       Freddie Confronts Himself

b.      The Hero receives a helper.
                                                   i.      Freddie meets Lancaster who makes it his business to help Freddie.

c.       The hero is transferred to the location of the object.
                                                   i.      Lancaster takes Freddie far away making it possible for him to avoid the consequences of his previous actions and focus on his quest.

4.       Struggle

a.       The hero and villain join in combat.
                                                   i.      Through a series of tasks, Freddie learns to control himself.

b.      The villain is defeated.
                                                   i.      Freddie is able to become a functioning member of The Cause and society.

c.       The initial lack is set right.
                                                   i.      Freddie is able to adapt to society’s expectations.

5.       Return

a.       The hero returns.
                                                   i.      Freddie returns to his hometown, to a girl he loved before the war.

b.      The hero is pursued.
                                                   i.      Lancaster contacts Freddie and tells him to come to England.

c.       A difficult task is set for the hero.
                                                   i.      Freddie must decide whether to commit to The Cause or reject it.

d.      The task is accomplished.
                                                   i.      Freddie rejects The Cause.

e.      The hero arrives somewhere and is not recognized.
                                                   i.      Freddie travels to England where he is unknown.

6.       Recognition

a.       The hero is married and crowned.
                                                   i.      Freddie has a normal interaction with a woman.  In their last meeting, Lancaster says to Freddie, “If you figure a way to live without serving a master, any master, then let the rest of us know, will you? For you'd be the first person in the history of the world.”  Freddie is able to become the master of himself, effectively controlling his impulses.

Conclusion

As stated at the beginning, this is an incredibly complex piece of cinema.  It is purposefully enigmatic making it difficult yet exciting to interpret.  The main purpose of The Master is to answer the question posed by its title.  Who is the Master?  Each character has something that controls them, whether it be a goal, a belief, another person, or an uncontrollable force, and each character is attempting to become the master of their own life. For Freddie, the master of his life is his bestial nature.  He sets out on a quest to control this side of him so that he can be accepted into society. 

He is given the tools to control his impulses by Lancaster Dodd and his cause.  At the beginning of the film, Lancaster defines Freddie as a “hopelessly inquisitive man,” just like himself.  At the end of the film, Lancaster is still on his journey for answers. Whether or not Freddie is able to completely assimilate into society is unknown, but either way Freddie has come to accept himself.  He may never achieve his goal, but he has found what the others lack.  Contentment.












Sunday, March 15, 2015

Uh Oh!


So things did not work out well with my shooting first round of shooting.  I managed to scrounge up enough actors to make the thing work, but people who had promised to help me on the technical side of things suddenly stopped returning my emails.  This put me in the unfortunate roll of having to shoot and star in my travesty of a project.

After about 10 hours of shooting I finally accepted that it wasn't going to work.  There was just too much to do, and I needed people who knew how to operate cameras and mics to work with me in order to make it all work.  Within a 10 minute period I went through all the 5 stages of grief like clockwork.  If the camera was rolling, I would have turned that in as my capstone.  It was my magnum opus.

If I had to describe the whole ordeal with a scene from a movie it would be from Boogie Nights when Dirk Diggler is paid by a redneck to pleasure himself in a parking lot.  Unfortunately you can't find that clip ANYWHERE on the internet, so the final scene from There Will Be Blood is my backup.

As much as I love brooding in dark rooms about past failures, it's time to look to the future so that my future is not filled with failures.  Put that on a Snapple cap.

I've met with Dr. Jason McKahan and talked to him about my options.  I came to the conclusion that I've put enough work into the writing and planning of this whole ordeal that I can come out on top.  Or at least somewhere in the middle.  I'm planning on elaborating on some of my pre-writing, fixing some of the kinks in my screenplay, and finishing up my pre-visualizations.  This will hopefully be enough to satisfy a base requirement.

On the back burner I have a little bit of hope still brewing.  For the past few months, I've spent at least 20 hours a week working on this project.  I was really looking forward to shooting this thing and
hopefully making something good.  I'm not willing to Old Yeller my project.

I'd talked to Dr. Jason McKahan PHD
about shooting a trailer for my film since there is a precedent of film makers shooting trailers in order to pitch their story.  That's certainly a viable option, but I'd like to aim a little bigger.

Two of Paul Thomas Anderson's films were originally short films before becoming feature length films.  (Hard Eight and the aforementioned Boogie Nights)  This has been done by other filmmakers such as the creators of Beasts of the Southern Wild who used their short Glory at Sea!  in order to raise funds to shoot a feature.  All of these shorts are more spiritual predecessors than shorts that were adapted to a longer format, meaning they laid out a basic aesthetic and established themes the filmmaker wished to tackle, but compared to their feature length counterparts, they are similarly dissimilar.  The themes and aesthetic established in the shorts are in many cases the only things linking the two.

I'd argue that a precedent has been set by films such as these.  The shorts were created using the resources at their disposal, and though they didn't not reflect the ultimate vision of the filmmaker, they set the tone of what they hoped to achieve.  I'd really like to attempt to do something like this.  I now know everything I have at my disposal, whereas previously I was optimistically unaware.  I'd like to, in the coming week, create an incredibly stripped down version of my screenplay.  Something no more than 10 minutes in length, that would capture some of the main themes and aesthetic I had hoped to accomplish in shooting my original script.  I should have enough time to shoot it and rustle together a cut or two.  This would function as kind of pitch.

What this all boils down to is I'm pissed off that my project fell apart and I really want to shoot something.  I've been working towards this for four years and to have it vanish like Marty McFly right in front of me has been heart breaking.  Also, I've always wanted to light a cigar and say, "I love
it when a plan comes together."  I've never had a plan come together and I was banking on this being the one.  That's been the hardest thing to work through.

Sunday, March 1, 2015

Everything In Its Right Place


Everything is coming together in one way or another.  I have almost my entire script storyboarded with only a few pages left to sketch out.  I have most of my major props purchased.  I have enough people to fill the roles. I think... The plan is to shoot a large portion of my script this weekend.  Roughly 40% of the script takes place in an apartment.  I have secured a place to shoot and with everything else falling into place, my plans to shoot this weekend seem to be achievable.  

The hope is that I can shoot this large chunk of script and maybe a few other small scenes before Spring Break, edit them during the break, then shoot the remainder over the two weekends following spring break, editing as things are shot.  Though I've had my worries, I remain optimistic, which is troublesome.
I'm a psychology minor and in one of my classes we have been talking about the "Optimism Bias."  The optimism bias is the tendency of people to estimate that they will be able to complete a task quicker than they actually can.  The more "power" a person has in relation to the completion of this task, the greater the miscalculation.  Every time we've talked about this concept I sweat profusely.  
The good thing about psychology is that the more you learn about it, the more you come to realize that it's pretty much all worthless.  The majority of studies are completely correlational and have no Scientologist which means I'll have to change my favorite movie from The Master to Battlefield Earth.
legitimate weight in the real world.  In other words I'm becoming a

I don't know what to say so I just keep blathering on which goes completely against how my idol Mr. Ed taught me to act.  In short,I'm remaining cautiously optimistic about this weekend because it will either make me or break me.


Monday, February 23, 2015

Always Look on the Coke Side of Life

Always Look on the Coke Side of Life

In an increasingly health minded society, the early 2000’s saw a decline in the sales of carbonated beverages, and Coke was no exception.  In 2003, the president of Coca Cola Steven Heyer began an initiative to increase the company’s creativity and focus on projects with its creative partners(1).  The company approached advertising agency Wieden + Kennedy in 2009 about building a campaign that reflected these changes.  The creatives at W + K proposed a campaign that focused on creating a relatable brand rather than selling Coke.   Thus the “Coke Side of Life” campaign was born, its goal being to “bring a little bit of happiness” to the consumer.  The campaign started with an ad simply titled “Videogame.” 


The ad was a huge success.  Coca Cola decided to extend the campaign to an international audience, but soon discovered that “The Coke Side of Life” didn't translate into a number of languages.  In 2009, the advertising campaign to rebrand a brand was rebranded, changing the name to “Open Happiness” in order to appeal to a wider audience.

The following ad was created by a branch of advertising giant Young and Rubicon in Dubai, UAE and is part of the Open Happiness campaign(2). 


The first thing to do is to examine the ad simply as a video, not an advertisement.  I will do my best to ignore the semiotic and ideological implications of the ad, focusing instead on the techniques used to grab attention.

Music

The first thing that grabs your attention in this video is the music.  Even before you've been able to process the first frame, the music has established the tone of what’s to come.  The song playing in the background starts off very simply with an upbeat, hopeful piano riff.  At the 48 second mark, the music drastically changes.  It transitions from simple piano to a heavily processed, multi-layered track, but it manages to maintain the same tone as before if not increasing the upbeat feel.


Try watching the ad, at least the first few seconds, without sound.  Even though the words and the imagery are the same, it suddenly has a completely different feel.  We are shown the world of modern day wage slavery.  We are shown people who have to leave their families in order to support them and can’t even afford to contact them while they are away.  If you watch the ad without sound, you feel as though you are watching that heavy handed Sarah McLachlan animal abuse ad.

The music not only grabs your attention with its upbeat melody, it counterbalances the rather depressing imagery you are being shown.  The ad is supposed to make you feel happy, not guilty that all your clothes are made in sweat shop by children who are probably dead.

Color Palette

The color red is the most meaningful color in the world.  It means blood, love, pain, and Coca Cola.  The color palette in this ad is focused on red.  All the other colors are muted, but red manages to maintain its vibrancy and is shown predominantly in every scene.  When text comes on the screen that is particularly important, it is placed on a red background.  (I promised I would try to avoid ideological examination for the time being, but it’s incredibly hard to avoid.)

This ad starts off by giving a brief glimpse into the lives of people who are ostensibly slaves by showing where they work, what they eat, etc…  Text pops up on the screen saying that these “workers” make $6 dollars a day and that it costs them nearly $1 to call home.  This information is much like the build up to a joke.  Everything before the punchline is just pretense so you can arrive at the punchline.  Once the punchline is delivered, what was said before becomes irrelevant.

The punchline comes later in the video (starting at the same time the music changes) and is split into three parts.  You can tell that this is the real meat, the real purpose of the ad, because, as I mentioned before, the background turns red.  This is a sharp contrast from the fairly muted colors of the video that immediately grabs your attention.  Your eyes are instantly drawn to the curvy white letters that read, “So what if every Coke came with a few extra minutes of happiness?”

This is a great line because it perfectly wraps up what the ad is trying to implicitly say.  The title of this advertisement is “Hello Happiness” and is part of the “Open Happiness” campaign.  The ad proposes an implicit relation between Coke and happiness.  What they are attempting to do is to redefine happiness.  Happiness is not talking to your family you haven’t seen in months; happiness is Coke.  What these poor lonely works need isn't some time to interact with the people they have sworn to protect and support, they just need a Coke.  And if all these unfortunate people need to be happy is a Coke, then imagine how happy a regular person would be with a cold coke in their hand.

Cinematography

This ad is incredibly confused in its message.  It starts off by laying out an effective argument against capitalism, consumerism, and the free market and argues that family is the most important thing in the world.  At 10 seconds, one of the workers says, “If working here for the rest of my life means my wife, children and parents can be happy, then I would stay here forever.”  This is the ultimate sacrifice.  He is willing to give up his identity, his body, his life in order to support his family, but if he really wanted his family to be happy, why doesn't he just buy them a Coke?

Though the ad doesn't explicitly attack capitalism and big business, it does so implicitly.  When the man I mentioned before says he is willing to stay in Dubai forever, we as the audience hate the system that makes this man unable to be with his family.  When we are told that it costs a sixth of a man’s daily wages for him to contact his family, we are appalled that a company would charge these poor people so much.  But the real attack on the free market and industrialization is the camera work.


What makes the camera work so interesting is that it is all handheld.  This seems to be rare in most videos.  Having a tripod or a dolly add steadiness and professionalism to a project, which is why it was rejected in this add.  A tripod or a dolly adds a kind of cold, mechanical detachment to a piece, much the same way that these companies are cold and detached, heartlessly stealing money from these hard working men.  Shooting handheld is a revolt against industry and an effort to focus on the humanity of these men who have sacrificed their lives for their families.  This subtle revolution against big business probably cost Coca Cola millions of dollars.

Nameless big business is represented as an oppressing force in these men’s lives, but this subtle message is a red herring.  The only way that these men can experience happiness is through the purchase of goods, through the purchase of Coke.  Big business is not the oppressor, it is the liberator.  The only time these men are allowed happiness is when a big business decides to be gracious, but even then the status quo remains the same.  These men still have to purchase a product.
The business must remain profitable.

Bottle Caps

This ad is rife with signs and hidden ideology, but I am going to examine just one, the bottle cap.  A bottle cap has historically been an easy sign to interpret.  It has been, until recently, an indexical sign meaning it points to the existence of something else.  In essence, a bottle cap merely implied that someone had drunk a soda.  In recent years, there has been an effort to transform the bottle cap from an index to a symbol, to something that doesn't point to something else but something that means something by itself. 

There have been countless contests where one lucky person would find the word “winner” stamped into their bottle cap.  This made the bottle cap into a symbol of hope, of the chance to win a boatload of money to transport you out of your dull life.  Then the idea of exchanging bottle caps for points came about.  People would save bottle caps, enter their codes online, receive points and then redeem those points for prizes.  Bottle caps were turned into currency.

This ad is a continuation of the attempt to turn bottle caps into currency.  The difference is that previous attempts had turned bottle caps into a kind of voucher.  The real currency was the points awarded for each bottle cap.  These points could be used to “purchase” items.  In “Hello Happiness,” the bottle cap itself becomes currency.

“Hello Happiness” not only turns Coke caps into currency, it turns it into a more viable currency than actual money.  The add states that it costs $0.91 a minute for a worker to talk to his family.  The average cost of a bottle of Coke in Dubai is $0.50 (3)(4).  One bottle cap prov
ides a worker with three minutes of talk effectively reducing the price of a minute of phone time to $0.16 when paid for with Coke caps.

The implication of turning Coke caps into currency are numerous, but they all reinforce consumerism and the relationship between happiness and Coca Cola.  Whether or not you agree with it, our society is based on the idea that money buys happiness.  The men in this ad reinforce this belief.  They are working hard, far away from home, in order to financially support their families so that their families can be happy.  Coke proposes a world where a Coke cap can provide happiness by allowing these men to talk to their families.  At first it might seem like a generous gift, something that goes against the idea that you need money to be happy, but by turning Coke caps into money they are actually
reinforcing this idea.

The only way that these men can be happy is to purchase.  They must first purchase a Coke, which has been transformed into money.  Then they must purchase the three minutes of communication with their family with their new Coke Cash. Only through this exchange of currency can they find happiness.

What this ultimately means is that Coke thinks the only way to be happy is to be a slave to Coke. People should abandon the idea of working for reasonable wages.  You work for money so that you can be happy, but Coke is happiness and Coke is money.  To work for money is ridiculous.  The men portrayed in this ad are  modern slaves, but Coke says that’s okay.  As long as Coke is there for them, they will be happy.

What the ad proposes is that it is providing poor, unfortunate workers with happiness, but what they
don’t tell us is that they are redefining happiness.  The add sets up a fairly simple set of equations.

        IF

·         Money = Happiness (culturally established and reestablished in this ad)
·         Coke = Happiness (already well established)
·         Coke = Money

       THEN

·         All these things equal each other.  They are inseparable.


Coke proposes that happiness is the most important out of any force (more important than family, money, humanity, etc…) and that Coke is the only way that you can find true happiness.  If you believe money buys happiness, then Coke is money.  If you believe that family provides happiness, Coke becomes your family. It's the perfect commodity.  So take a load off, don’t worry about your job, your family, your taxes.  Open up an ice cold Coke and know everything will be okay.

Resources
http://www.wsj.com/articles/SB123189331806379409
http://www.newyorker.com/business/currency/coca-colas-happiness-machines
http://adsoftheworld.com/media/ambient/cocacola_hello_happiness
www.dandad.org/en/coca-cola/
http://www.digitaljournal.com/business/business/coca-cola-commercializes-21st-century-slavery/article/393162

Sunday, February 22, 2015

Be Cool

Be Cool

You know that scene in Dog Day Afternoon where Al Pacino is drenched in sweat?  That's how I feel right now.  All of my best laid plans are falling apart, and my partner in crime is losing his mind.  I had a casting session two weeks ago and one person showed up.  I had pretty much expected this result, but I had a deep hope that I would get a few people.  For the next week I had a deep existential crisis.  I called my mother every day.  It was a dark period in my life.  I've started revamping my script to work with a skeleton crew, and I've begun storboarding my scenes.  I hope to start shooting next week.  I just need to find one more person to be in my film, and I have a few promising leads.  I'm honestly just afraid to think about my project as a whole because it's petrifying.  Hopefully things will work out, I'll keep working on it every day and calling my mother so she can tell what happened last week on "Once Upon a Time."

Saturday, February 14, 2015

Synecdoche, New York

GLGLF N MESR-SIY HEWC WEC.


Synecdoche, New York by Charlie Kaufman is one of the best movies every made.  I can say that because I've watched roughly half of IMDB's top 250 movies list.  It's the perfect blend of postmodern rumination, over-indulgence, and slapstick humor, the three qualities people look for in movies.

I've been toying with an idea similar to this film for a long time, examining the relationship between creator and created.  One of the first things I did to prepare myself for my capstone was to buy this screenplay along with the screenplay for Paul Thomas Anderson's Punch Drunk Love which also deals with themes I wanted to examine.  I was interested in examining the more technical aspects of screenplays, specifically how different writers dealt with dialogue within groups of people.

The biggest thing that reading Synecdoche made me realize was that time doesn't need to be a constraint.  Time can pass fluidly; you don't need to denote every time shift with a title card reading "2 months later."  Through dialogue or even set design, you can imply a passage of time. Synechdoche takes place over a period of roughly 50 years, but the time and date are never explicitly told to you.  You are told through dialogue, through expiration dates on milk cartons, and through the aging of characters.


When you reduce time to nothing more than a prop, a whole world of possibilities open up.  I have this tendency to try to make thing as realistic as I can, but in the end that's really boring.  Art imitates reality, it shouldn't mirror it.  Mirrors do that.  Someone should punch me in the face.



Monday, February 2, 2015

In Bruges




In Bruges

So far so good I hope.  I finished a first draft of my script last week, and I've been tweaking it the past couple of days.  Tomorrow, I'm putting up flyers for auditions.  Right now I'm pretty optimistic about things, all the while knowing that no one is going to show up for the auditions.  I can't breathe thinking about it.  I wake up in cold sweats.  My therapist tells me I should see a therapist.  That made me laugh more than it should have.

Everything hinges on casting.  I'm hoping I can get four people who are willing and able to follow me down this rabbit hole; if not, I'm going to have to call in every favor I'm owed, which is two.  In the meantime, I'm tweaking my script, as I said before, and I'm starting to storyboard.  If casting goes well, I should be on track to getting this thing done!

Right now, my project is a lot like George Clooney's character from Up in the Air, up in the air.  This time next week, things will start to take shape, for better or worse.