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Reader Comments (65)

Posted: Apr 13th 2008 8:52PM (Unverified) said

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What the hell is that supposed to symbolize?
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Posted: Apr 13th 2008 8:57PM (Unverified) said

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It's not entirely clear from the shrunk image, but they are holding Sixaxis/Dual Shock 3 controllers.

Other than that... we'll prob need a translator.
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Posted: Apr 13th 2008 9:05PM (Unverified) said

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10 Year life span.
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Posted: Apr 13th 2008 9:10PM LaughingTarget said

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Sony is going to enslave humanity with Orcs and the SS. Playstation is but the beginning. And people thought Microsoft wanted to be the evil empire.
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Posted: Apr 13th 2008 9:11PM SoCoolCurt said

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my guess is that it's showing people worshiping the PS3 gamer and building a shrine to them. thats why the statues look like normal people and not godly figures as you would expect to see in a scene like that. well thats what i take from it anyway.

i like it though, it's alot better than some of the old stuff (im talking about the launch ads with the baby)
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Posted: Apr 13th 2008 10:08PM Spunky Monkey 190906 said

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Buying PS3 will destroy humanity and create civil war? Dunno, just a random guess :)
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Posted: Apr 13th 2008 11:59PM Epsilon said

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Heil Sony?
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Posted: Apr 14th 2008 12:09AM (Unverified) said

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To me, it symbolizes a work in progress. Not too much more to read into IMO.
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Posted: Apr 14th 2008 10:09AM (Unverified) said

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The gamer is the hero in an apocalyptic future. I think the ad is saying "be great, experience heroism, save the world... you can have such an experience on the PS3."

It also has a nationalistic, "viva la revolucion" symbolism to it. PS3 as revolutionizing the gaming culture.

I'm not saying the PS3 can do this exclusively, I'm just trying to explain idea behind the marketing. You can save the world with an xbox too, and the wii is also revolutionizing gameplay, clearly.
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Posted: Apr 13th 2008 8:58PM Ombre said

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I think Sony just compared either themselves or their fanbase to Nazis.
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Posted: Apr 14th 2008 2:10AM (Unverified) said

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ZEE VII UND ZEE ECKS BOXEN MUST BE DEZTROYED, SCHNELL!
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Posted: Apr 13th 2008 9:02PM (Unverified) said

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So this is what "hardcore" gamers look like?

Just kidding, digging the pics.
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Posted: Apr 13th 2008 9:07PM (Unverified) said

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My guess is they are trying to relate the player as the god of the game worlds. The only problem is it depicts the players as both the god of the Nazis and Middle Earth. Its once again one of those screwed up campaigns that were not thought out, or was and is in place purely for shock value. Either way Sony Fails.
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Posted: Apr 13th 2008 9:14PM (Unverified) said

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Which follows their previous work for the PS2
http://www.bbdo.cl/new/ads/sony_1.htm
http://www.bbdo.cl/new/ads/sony_2.htm

Only those don't portray you as a war mongering asshole.
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Posted: Apr 13th 2008 9:18PM SoCoolCurt said

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yea even if they didnt intend for it to look like Nazi-ish, people are certainly going to automatically make that connection. im a graphic design major and i just designed a logo for class and when the class critiqued my preliminary drawings, one in particular got a mass amount of "it looks like a swastica" comments. i never noticed this when i drew it but from other people looking at it, they saw it (needless to say, im not doing that one lol). im not suggesting that their ad guys didnt notice it with all the approval these things go through but everyone else is going to certainly make that connection.

but honestly though, i didnt even notice it until i read all the comments on here. maybe im just not tuned to notice Nazi symbolism.
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Posted: Apr 13th 2008 9:22PM (Unverified) said

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It follows the traditional WWII theme, so my eyes moved towards the banners and plaques. They look much like the Nazi banners only the Swastica is replaced by the controller buttons. The other evidence that points to the intention is the use of LOTR evil characters in the depiction with the girl. So put two and two together they were making you the god of the evil guys. Now the logic behind this still evades me.
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Posted: Apr 14th 2008 2:38AM (Unverified) said

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I'd say it's because evil is often shown to be aggressive and powerful. I mean, in LOTR, evil was the world conquering army, and good was dependant on 2 hobbits to save them. (sure they won some battles, but without the ring thing, they'd have no chance in an all out War)

Still, they could probably have used a better example.
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Posted: Apr 13th 2008 9:36PM (Unverified) said

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Well obviously this will phail not just because Sony sucks chesticles but also because most people alive today don't like the Nazis.
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Posted: Apr 14th 2008 12:13AM (Unverified) said

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Last gen, Sony paved the way for devs to make games you play today from the money they made for the ps/ps2. there are 100x the amount of devs today because of the PS brand. Too many people are ignorant of this fact.
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Posted: Apr 14th 2008 2:45AM (Unverified) said

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Is sucking chesticles a good thing or a bad thing?
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Posted: Apr 14th 2008 2:48AM (Unverified) said

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Well chesticles are a sack and balls growing in a odd place so no it's not a good thing.
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Posted: Apr 14th 2008 2:51AM (Unverified) said

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But is the act of sucking these chesticles good or bad?
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Posted: Apr 14th 2008 2:55AM (Unverified) said

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Well if sucking balls has always been considered a bad thing, chesticles can only be worse as they are a mutant form of balls.
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Posted: Apr 14th 2008 2:57AM (Unverified) said

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So, if you had to either suck normal balls, or chesticles, you would opt for the normal balls?
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Posted: Apr 14th 2008 2:59AM (Unverified) said

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No, I'd cut them off, toss them in a blender and feed the shake to the Sony board of directors.
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Posted: Apr 14th 2008 3:04AM (Unverified) said

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I thought sony just sucked chesticles, and didn't drink chesticle shakes? Which is worse, to suck a chesticle, or to drink it in liquified form?
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Posted: Apr 14th 2008 3:11AM (Unverified) said

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I guess that depends one whether cannibalism or homosexuality (not in the case of women, that's more a matter of their preferences) is worse. I personally would be much more comfortable having a steak from a Sony Executive's leg/arm over sucking chesticles or balls. Though I'd pass on chesticle shakes, I don't want semen breath.
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Posted: Apr 14th 2008 3:31AM (Unverified) said

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This has been informative, thanks.
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Posted: Apr 14th 2008 3:32AM (Unverified) said

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Anytime :D
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Posted: Apr 14th 2008 8:42AM (Unverified) said

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What the hell was going on HERE? o_O

Anyway, the first time I heard the phrase "chesticles" was on the movie Knocked Up and I thought they were just referring to boobies. So now youve ruined that...thanks, thanks alot! >:(
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Posted: Apr 13th 2008 9:38PM ForTheHuynh said

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I honestly thought FALLOUT until you guys said Sony. Then I looked at it again and was like "wait, wat?"
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Posted: Apr 13th 2008 9:38PM (Unverified) said

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BTW its apparently a Korean site, Google is mediocre at translating the site but here it is anyway.

http://translate.google.com/translate?u=http%3A%2F%2Fruliweb.empas.com%2Fruliboard%2Fread.htm%3Ftable%3Dgame_ps04%26num%3D40633%26main%3Dps&langpair=ko%7Cen&hl=en&ie=UTF8
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Posted: Apr 13th 2008 9:41PM LiqwidZero said

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So Sony is a bunch of Nazis?

I knew it.
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Posted: Apr 13th 2008 10:10PM Spunky Monkey 190906 said

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That sign on the left looks more like the soviet union flag then the Nazi flag :S

How did Nazis get into this?
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Posted: Apr 13th 2008 10:15PM Spunky Monkey 190906 said

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Its mother Russia!
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Posted: Apr 13th 2008 10:22PM Spunky Monkey 190906 said

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Although, its an 'X', so its clearly not either of the two :S
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Posted: Apr 13th 2008 10:24PM Spunky Monkey 190906 said

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Click on the high resolution link above if you don't believe me for a better view :)
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Posted: Apr 13th 2008 10:30PM SheppyReturns said

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Yeah but the Square arm sashes don't exactly pull away from implied nazism...

But as Sony ads from the past, I don't expect this to blow up in it's home country, just abroad.

They do love arming the console warriors though.
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Posted: Apr 14th 2008 7:23PM (Unverified) said

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I think it looks really sweet. I don't know how effective it will be, but it looks pretty cool.
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Posted: Apr 13th 2008 10:33PM PoisonedAl said

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Cool images, but unless you told me, I wouldn't know it was a PS3 ad.

Seriously, why can't Sony get the same guys that sell their TVs to push their games machine?
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Posted: Apr 14th 2008 2:48AM (Unverified) said

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Really? The words 'Playstation 3' in the corner, and the controller in the statue's hand didn't clue you in?
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Posted: Apr 14th 2008 6:55AM PoisonedAl said

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The whole part of a static ad campaign is that your product should be obvious straight away, because no one is going to look at it for more then a few seconds.

If I have to stair at the bloody thing to "get it" then it's just another pretentious failure by Sony's marketing team.
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Posted: Apr 13th 2008 10:36PM (Unverified) said

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It does not matter that its an x, if you thought my argument was that it was a swastica your an idiot. The imagery is clear, and most probably intentional. This is a symbolic representation of WWII Nazi rule. Do you know what the definition of symbolism is? If the definition evades you here http://www.answers.com/Symbolism.
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Posted: Apr 13th 2008 10:47PM Spunky Monkey 190906 said

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My bad, I realise the picture depicts a standard of war and in any circumstance gaming's relation to it, what I couldn't understand is how Nazi-ism came into it. Apart from Sir Fidlious' indication of the squares on the hand.

Theres an X and a Triangle flag, so was wondering how Nazis got into it, that could have been any war period.
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Posted: Apr 13th 2008 10:47PM Spunky Monkey 190906 said

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Obviously not modern day of course, but any country at any stage during that particular time period.
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Posted: Apr 13th 2008 10:53PM (Unverified) said

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Actually the red flag, with the white circle is quite indicative of Nazism. If you look at the plaque on the statue, its the same character of plaque found around Nazi territory. Not only that but the setting is clearly European, so its not like you can say its an Asian, South American, or African. Judging by the weapons its also safe to say thats its not any of the wars that happened in North America, as those wars were predating the era portrayed. So unless you can inform me of some other big war, of that era, with those types of banners, and in the area its safe to say its representing Nazi rule. Which was either done accidentally or intentionally.
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Posted: Apr 13th 2008 11:09PM Spunky Monkey 190906 said

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True, but then again, the fact its based on games counters that argument while it is very true, as games aren't meant to have a set period, they can happen anywhere at any time.

If this were based on reality, then from a factual and artistical standpoint you would be correct, but for all we know, this could symbolise Resistance, meaning that the very same scenes seen in there may not be anything concerning Nazi's but instead aliens. Kinda out of context, but you see what I mean :)

But I get your point none the less.
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Posted: Apr 14th 2008 2:20AM (Unverified) said

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Actually, nope.

Just because games can be based on any time period, doesn't negate the fact that games can also be symbolic of certain time periods/events, especially when care appears to be taken to be at least somewhat faithful to said time periods, even if lore states it to be otherwise (see example: Red Alert, Tiberian Sun, Bioshock). Even if this is based off a game, it'd be based of a game based of Nazi influence, which doesn't alter much.
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Posted: Apr 14th 2008 2:49AM (Unverified) said

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Wow, whocares actually really cares! That's sweet...
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