..some people deserve exploitation.

Why? Because they are such a$$es in real life that the only way they have a note of compassion for others is when they see someone in the throes of affliction. Otherwise its always me, me ME!

How else can you explain the past 90 years worth of exploitation ads?

From post WWI victims depicted in magazine ads for charity through the Greek street urchins that were photographed starving after WWII, on to Korean children and then to Sally Struthers feed the world ads that ran through the 70s and 80s.

The reason Michael J. Fox's ad doesn't work well is because it is SELFPLOITATION and because he's not a sympathetic. He's way too rich to feel sorry for and all he is, is a familiar face. So the message morphs from a sympathetic appeal to a celebrity appeal - and that screws it up, annoying half of all viewers who will see it.

If you wanted to exploit and use Michael J. Fox's affliction successfully you would have to use 'paparazzi type footage' of him doing something, maybe with his kids, and shaking violently, etcetera and then cut to some other person with the disease adn have a voice-over about Parkinsons 'not discriminating between rich and poor.' The direct appeal from Fox just seems selfish.

If they just wanted to use his celebrity, he should have taken his meds and delivered a solid from the heart plea. The producer of the commercial was an idiot/amateur.

Why did they need Sally Struthers to be the spokesperson for starving kids all over - because folks in the exploitation game learned selfish appeals don't sell.

Unfortunately for the left political ad-makers, they are less educated in history and don't know these things. They love exploitation but like a kid with fingerpaints their product is nothing memorable or moving.

Sophisticated folks HATE exploitation when they recognize it. So basically the MJF commercial is a gauge of a viewers sophistication. Not surprisingly you're going to find a portion of the HZ defending such selfploitation. That these same folks probably don't give to charity, without being asked, is also likely a given.