Expressing the Alien Lisa Voisin Against a fiery orange backdrop, a green alien displays an American Express card as if it were a type of greeting. The unusual background suggests a far away place - perhaps another planet? another galaxy? or evey just the unfamiliar and unexplored. The alien is lovable: his green eyes are large, with a wide-eyed innocence to them - he looks bewildered and confused, invoking an empathic response. He has a small mouth: is he more a creature of action than mere talk? Is there a communication problem? He is not a large creature: his narrow shoulders and spindly neck are not signs of strength, but weakness. He is vulnerable, and the American Express card he holds before him is his identification and protection. Below the picture, four short sentences offer an explanation, linking us with the alien and addressing our need for recognition and esteem. This advertisement answers the question: "How do I show that I belong to society and prove my worth?" To satisfy his own need of belonging, the alien has an American Express card. Is is that simple; the alien is considered to be "a respected, responsible person of the world," even though he is not from this planet. Not merely a painting of a cute little alien with a credit card as the text may suggest, the subtext of this advertisement addresses our own feelings of alienation and our need to belong. The inconic representation of the issue of the alienation of the tourist or immigrant, without pin-pointing any particular cultural group. however, the name on the credit card is English, making this alien a member of the English speaking Western world: he was either born into it, or he has converted by anglicizing his last name. He epitomizes the stranger in a strange land and personifies our intrinsic feelings of alienation. His facial features, large eyes and a small mouth, making him more of an observor than a commentator - like most tourists. The small mouth implies a lack of discourse; perhaps he speaks a different language and therefore must use the card as his method of communication. The alien's green eyes symbolize envy and imply a desire for acceptance. Because he owns an American Express card, he is accepted by the real world; if he can belong, anyone can. At the same time there is an irony to this advertisement. It suggests that even an alien belongs to our world prividing he has an American Express Card. The credit card itself is the only real thing in the picture. While the alien and his surroundings are painted, the card is a photograph superimposed in the foreground, as if to state that the card is reality; the alien and his environment are merely fantasy. The position of the card, hovering in front of his hand suggests that he is about to grasp it an, therefore, reality. The placement of the card between the reader and his outstretched, almost waving hand makes the care a symbol of greeting. Thus, the card makes him welcome: he belongs in our society and is therefore real. The American Express card is also green, like omnipotent money, and has a picture of an ancient, perhaps Trojan, warrior in the centre. The soldier itself symbolizes unity and uniformity - a sense of belonging. Soldiers travel the world by conquering it: they have control. The ancient dress of the soldier suggests a timeless tradition, such as the establishment. Indeed, the soldier is a very powerful symbol to Americans; it represents their need for importance, dominance, and tradition. Like an exlusive club, ownership of the card unites people with tradition, giving them identity and significance. The slogan beneath the picture appeals to our desire for identity and significance: "You're right off the plane. They don't know you from Adam. And you expect to be recognized as a respected, responsible person of the world? Absolutely." The first sentence appeals to us, because we go on planes and feel out of place when we arrive. By directly addressing us as "you" the advertisers establish a link between us and the alien, reminding of us of our insecurities and feelings of alienation. The second sentence confirms those insecurities by saying that nobody knows us, we have no identity, we are anonymous and unimportant. Moreover, the reference to Adam adds a religious connotation and a different social text from the science fiction them of the ad. The juxtaposition of Adam, the first man, with the alien suggests that the alien represents a new race - a race of American Express members, a race of consumers. Reference to the Bible, which is considered to be the way of God, in the context of this advertisement suggests that the American Express card is the way of the future. Although Adam was fallible, weak (the alien looks physically weak), and brought the downfall of humanity, owning the credit card makes him a "respected, responsible person of the world", as if to solve the problem of humanity's fall from God's grace. The third sentence also tells us, by questioning, what we want: respect, identification, importance - everything the first two sentences threatened to take away. The last, one word statement informs us that we can, without a doubt, have what we want. However, we must have an American Express card in order to achieve it. The use of black letters against the white backdrop suggests simplicity: getting an American Express card is an easy solution to the problem. The white backdrop, when closely examined, is not entirely white: the American Express symbol has been watermark stamped, in light greay, all over the page, as sign of quality. White signifies purity, simplicity, and goodness, all of which are positive traits to which Americans aspire. By using white to cover more than half the page, advertiserse are alluding to the establishment; since the page has been embossed with the American Express logo, American Express represents the establishment. The bottom of the page states simply in larger print: "The Card. The American Express Card" and gives a phone number. The advertisers are suggesting that the American Express card is the only thing that will give us the status and respect we desire. By calling itself "The Card", American Express implies that it is generically the best card - others do not even come close. This advertisement offers a simple solution to the undesireable feeling of alienation: belong to American Express. It preys on our insercurities by addressing us while using a picture we ask ourselves if we belong to society and question our own society. Because this card offers the significance, identification and sense of belong we desire, we want it.