150227 Game of war

I was browsing the Internet this week on a website called Imgur, where users post images and captions and people can vote and comment on them. I happened upon a very funny post with the caption “Marketing 101” and a screen capture of Kate Upton riding a horse from the Game of War advertisement that has been inundating people recently. If you haven’t seen the ad, it basically depicts a very big-breasted, attractive Kate Upton riding horses and walking around talking to soldiers about war. It was a funny picture, obviously poking fun at the fact that the marketing employees for Game of War were using Kate Upton and her boobs to sell the game to men.

As I began to scroll down to the comments I saw an intriguing argument develop. One person comments, “this is exploiting women”. Another replies, “I don’t understand how people see this as exploiting women, it is 100% exploiting men”. One funny guy replies, “It’s exploiting women sexually to exploit men financially. Everyone’s exploited!” And finally, the commenter that got me thinking about IMT replied, “Can we stop using the word exploited when people freely agree to do this commercial and to buy this game?” I thought this was very applicable to IMT’s principle that everyone has choice and nobody can “make” anyone do anything.

Ultimately, each person chooses and is responsible for his or her own actions. In today’s culture, people are becoming less and less responsible for their actions. Most people blame their problems on others, including the government, the rich, the poor, their boss, the religious, etc. The common loose use of the word “exploit” shows just how unaccountable our world has become. Exploit used to be more associated with abuse, oppression, and mistreatment. Now people say they are being exploited when they give in to boobs telling them to buy a game.

People always have a choice of what to do. No matter what somebody’s conditions, they have the ability to change their environment and better their situation. Therefor, if somebody feels underpaid, overworked, or coerced, he shouldn’t complain about being exploited but rather he should escape his situation and change his environment. Ultimately individuals will be better off if they accept accountability and realize that they are the only people who make decisions in their life.

The picture can be seen at the link below. It’s a little NSFW:

Comments (4)

  1. Scott Jones


    I completely agree with what you are saying; it has always bothered me that people see this as exploitation in some form or fashion when they themselves are in control of their actions. They don’t have to buy the game, they don’t even have to watch the ads if they don’t want to. People seem to forget the fact that Kate Upton had to agree to shoot these commercials. She wasn’t forced or exploited in any way (and I’m sure she was paid very well for it). All the game company did was use the information they had: the gaming industry is still predominantly male, and males typically respond to a commercial of that nature. Is it right? That’s for you to decide for yourself, but if you don’t like it, you don’t have to get it. In regards to the comment about changing your own environment: I was speaking to someone recently about these commercials who said that they wanted the ads banned. They wanted to change their environment by directly influencing or controlling others (obviously against IMT principles). So we must remember that we can only change the environment in a way that affects us and not others.

  2. Tamir Shargal


    This idea of exploitation, or, specifically, the distinction that one makes with the term, is integral to IMT. One who feels that their entire gender, or even just one’s self, is being exploited for monetary, or marketing, purposes is likely to believe that one is not related to one’s environment, is likely to be reactive, is likely to feel controlled, or influenced, and vice versa, and is likely to believe in luck and chance. These people are not actually being exploited; people are who they are, and they will create or will react to advertisements in the way in which is reflective, and is predictable from, one’s initial conditions, or the lens through which they perceive the world.

  3. Reply

    I agree with this idea. Nowadays people seems to blame everything on the environment or any other external factors. But according to IMT theory, people are capable of changing their environment.

  4. Paulo Miro


    Jakob, thanks for the interesting post! I definitely know exactly what commercial you are talking about, and previous to this post I would have agreed with the person that claimed that it was exploiting both men and women in different ways. However, when applying IMT to it, it becomes more clear to me that indeed the person who sees the commercial has the choice to internalize what they have seen and turn that into an action and go ahead and buy the game. Nothing from this commercial actually has the power to control you to buy the game.

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