Deconstruction Blog- Ash B

For my #deconstruction blog, I'm choosing one of my favorite things from the "early internet". This went "viral" in my circles before social media was really a thing, and I enjoyed the excuse to use it and revisit this. It always makes me chuckle.

1. Who created this message? This video is funded by Americans for the Arts foundation as well as the Ad Council. It was directed by Marcus McCollum. Although this aired as a commercial, it serves more as a PSA since it is not selling a product or service.
2. What creative techniques are used to attract my attention? There is an effort to surprise the viewer; we originally think this might be a commercial for cereal. We see a family sitting at a well lit table, and one child says "I'm starving". It's setting us up to think this is an ad. The initial surprise is Brahms bursting in Kool-Aid man style (normally I'd insert a gif but my web filter won't allow it). The surprise gets our attention, along with the Brahms's style, presentation, and over-the-top accent. As the PSA continues we drift toward the absurd as Brahmsian beards appear on the kids.
3. How might different people interpret this message differently than me? There's some debate regarding the veracity of how arts improve academic skills or results; someone with limited access to the arts might see this and be reminded of their lack of access. Giving kids access to the arts requires a lot of privilege; ability to pay for lessons, rent an instrument, be transported to/from lessons all requires privilege. Many families may not be able to give their kids arts access because of the systemic inequalities or barriers they face. Someone already facing difficulty accessing these things may be reminded of that.
4. What viewpoints or world views are included or left out of this message? The family in this ad is a family of color, which to me feels intentional. Targeting communities who are under-represented in the arts is one way to try and include them. But as said above, it doesn't actually address the systemic barriers that may be at play that prevent them from being included. And as much as I love this PSA, it does feel like the message is that the "Arts" are something from history, from the elite. The arts obviously includes rap, hip-hop, graffiti, marginalized voice, etc. but that isn't necessarily coming through in this ad.
5. Why is this message being sent? The intent is to promote a benefit of arts education, and get people's attention. Like I mentioned above I think it's also a way of implicitly trying to target under-represented communities in the arts. How successful that is is probably up for debate.