VPD Facebook Page is looking for new recruits!
The advertisement I chose to jam was the Vancouver Police Departments Facebook page. As you can see, the VPD is looking for more recruits, and is encouraging people to consider joining their organization. This advertisement, although is form a government organization, still has corporate undertones. These undertones are more visible when we begin to deconstruct the image itself – and examine some possible intended/intended consequences.
Firstly, as you can see the advertisement shows what appear to be three white individuals. This innocent portrayal of police officers is problematic. This is because these images portray the policing and enforcement role as “white” occupation. This does not reflect the diversity of the Vancouver community.
The date at which this advertisement was posted is also significant, as it take places in the midst of movements protesting against B.C. pipeline expansion. This is coupled with the phrases “rewarding career” and “top employer”. The undertones here suggest the possible abuse of police services against protesters is rewarding?
The effects of advertising on people is well documented, and there is a clear tone here that does not sit well. This is in regards to the very serious issues happening in B.C. and lack of diversity in the VPD. As consumers, it seems this advert is more averting than recruiting. In other words, a walk in the park is more appealing than the cold cell of a police van.
I will be jamming these fallacies by modifying the imagery in the advertisement. I will not modify the wording, as my goal was to find an image of the VPD in action which could highlight the hypocrisy in our police force.
“We’ve been jammed”… slurp* “hmmm.. raspberry”!
The jammed version of the advertisement made by Austin Ferguson
As mentioned, I only wanted to change the imagery in order to still sit with the wording used. This photo is an individual being arrested for blocking the Port of Vancouver on the 25th of February. The imagery accurately reflects an on-the-job moment for some VPD personnel. Interestingly enough, although it is the complete opposite of the original image, I have found the wording in the post is not irrelevant.
One of the feelings I wanted to invoke was an internal challenge to the idea of government organizations. For instance, many people in B.C. are only exposed to limited imagery and information regarding policing in Vancouver right now. This narrow understanding is further entrenched because the VPD Facebook page is dominated by updates regarding “traffic jams” and “delays” because of protests. What they fail to show however, are the people who have passionately exercised their right to protest and have been arrested for doing so.
You may have noticed I also changed the profile picture of the VPD. This image, albeit less serious I think still makes the viewer wonder about the roles and motives of the police during controversial issues. Moreover, it makes us reflect about the role of the economy and money, and how these factors will override the justice people are entitled to.
The comments – they speak for themselves.
In sum, this ad is not about personal attacks on individual police officers. It is about showing a cooperation (or government system) does not have feelings or empathy. The system uses people on both sides, stimulates conflict, and performs its systematic oppression. #JoinVPD
Source of photo: https://www.cbc.ca/news/canada/british-columbia/vancouver-demonstrations-wetsuweten-1.5474997