We are defined by the choices they make

‘ The migrants we can see (even in the rough cartoon image) are young, strong and struggling to make the best of things and making the obviously correct decision to leave the country. On the other hand the mainly fat (and yes they are mainly fat) people who ‘choose’ to remain in Ireland as feckless doleys are seen literally dancing out of the dole office throwing their money in the air. It doesn’t take a genius to pull out the underlying message there.’

critical media review

The new Irish Independent advertisement campaign ‘we are defined by the choices we make‘ raised a few eyebrows; firstly, by using the well practiced method of not revealing what the advertisements were for a couple of days and secondly, by using some mildly provocative juxtaposed imaging with the defining choices tagline, for example a pro-choice versus pro-life badge and so on. The advertisement gives a sense of faux radicalism with images such as a bishop juxtaposed with a red condom, but in reality all the images remain safely within ideological boundaries.

The campaign also gives the appearance of there being two sides to the story; both of which you can read in the Irish Independent, before making your mind up. This of course is nonsense in itself, there usually being all sorts of sides and shades of grey. The image of private sector versus public sector represents this most continuing the trope of a direct division between…

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