It’s a dark Thursday evening for me, a broke college student password sharing Netflix with a friend. I’ve done my college schoolwork, not particularly taking an enjoyment toward the chemistry homework and liking cell signaling slightly better.
I took on Neon Genesis: Evangelion (NGE) at the suggestion of my friend. It was on Netflix and I had to use Netflix to watch four episodes of Crash Landing on You (do you like romantic cringe? This is for you!) for English Literature. It seemed like the perfect excuse to finally watch the show that my friend had been flooding my DMs on Instagram and Discord with.
The slate that day: Episodes 19 and 20 of NGE. It’s the episode where Shinji has to nearly kill Toji, and where we learn the true nature of Shinji’s upbringing and get to know his mom.
The slate ends and I am thoroughly satisfied by the episodes, whilst at the same time, being absolutely horrified at Gendo. I turn on Instagram for my customary doomscroll, see a few cute memes of Rei dolls being dressed up and taken around, and go to sleep. The next day was a Friday, and the day after was a Saturday, and I’d finally have the freedom (and a car!). I don’t take my car to school) to go pursue some of the Evangelion-related print media that went beyond the show. Particularly of interest to me was Der Monde (the illustrations book involving the original show, so NGE and End of Evangelion [no, I am NOT going into detail of that movie again]), and Illustrations, the book covering the artwork of the pilots from 2007-2017 (so the bulk of the rebuild). The bookstore only had in stock Illustrations, so that is what I got to view.
I, admittedly, got very excited about finally seeing an Evangelion book, particularly one of artwork. It was a good book, very nice illustrations. But one thing in particular stuck out to me.
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We all love advertising. Tourists to Piccadilly Circus or Times Square send back screenshots and Instagram posts of themselves, smiling happily as the LED screens in the background bombard them with ads on whatever product is popular that day.
The human relationship with advertisement is a complicated one. Without advertising, with very few exceptions (Arizona Tea my beloved, though word-of-mouth is probably the most powerful form of adverts), there would be no market economy. Without ads, we wouldn’t be here in a state of late-form capitalism. Without ads, we wouldn’t see a more centralized market with several companies controlling much of the money (Be honest with yourself. Name me three phone manufacturers outside of Apple and Samsung.).
Ads have the ability to tell a story. They need to tell a story or convey a message quickly. We have the attention span of an overhyper teenager (LOOKING RIGHT AT YOU, KINGSBURY), and ad makers know this. How quickly can an artist tell us what they’re selling and why they’re selling the product? You could go the telemarketer route and try to shove in as much testimonial as you can. You could go the quickfire route and shove in characters holding your gear as product placement. How will you bait my friend into paying for a Hauptwerk subscription month after month (Hauptwerk is a virtual organ software)?
I digress. Grace, I apologize.
Evangelion has mastered the fine balance between obstinate overstimulation with getting the point across. Go to Japan on a whim and look at the adverts. Asuka is advertising something for Casetify. Rei is portrayed walking out of a 7Eleven. Columbia of all brands collaborated with Evangelion. A brand that I might ACTUALLY BUY (I like Columbia but I buy Patagonia or hockey-branded jackets more often than not) is being used by fictional characters I could watch on screen.
Let’s look deeper into some of the adverts. Asuka is at a creek, smiling as she slips on some of the creek wading shoes that Columbia made for Evangelion. Mari is smiling as she walks out of a 7Eleven. Heck, even the Rebuild movies have product placement. As Misato is shopping for food as she first takes Shinji to her apartment, you can clearly see a bag of Frito Lay chips (Walkers or Lays, it doesn’t matter, the point is made) in her shopping cart. I am admittedly a bit of a corporate sheep who buys a lot of branded gear (as of the writing of this paper, I just dropped $350 on a Pittsburgh Penguins jersey), but there is a pull to seeing your favorite character showing you something you might actually buy. They’re smiling too. All of them are smiling. Gendo, at long last, is smiling as he shaves himself using a Schick razor. As I flip through Illustrations, I see the tourist ads for Hakone, the coffee ads, the ads with Misato and a Honda Civic. It’s all shit I might use on a daily basis (I drive a Honda Accord. I’m the male version of Misato?).
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Andrew complains about commercialism. Just another day with him and a platform to run his mouth. Andrew needs to cope, everyone advertises, think of all the progress we’d miss. And admit it. You have the Alpine ad with Misato and Asuka as a sticker on your computer!
There’s a point to all this.
Smiling, happiness, as the characters use the products in their advertising.
This is the same show and franchise, I will remind you, that got the hospital scene around censors. What happiness?
It’s a long introduction to say one thing. Neon Genesis Evangelion is a show that thrives off of the contrast, struggle, and duality of mankind. And once you notice those patterns for the first time, you can’t stop looking for them and using them to enhance your watch experience.
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Shinji Ikari is a broken man. The kid is never officially labeled, but according to many psychological studies done on the show, the dude has, at the bare minimum, MASSIVE bouts of depression with a severely crippling anxiety disorder. As we learn later in the show (Episodes 25 and 26), he’s mostly here for personal praise. As selfish as this sounds, there is a sound logical basis to why he’s the way he is, a praise whore. After his mother’s death, his father left him, and he spent most of his time as a loner living with teachers before Misato took him in. There are entire Instagram accounts pretending that he’s listening to musical hits on his Walkman on the train (my personal favorite, Oasis’s Wonderwall). The dude is depressed, and his actions confirm it.
But at the same time, many times as portrayed and seen during the show, is the pilot that all at NERV go through. Asuka is more talented than him, but the mental breakdown renders her completely useless. Rei is not as talented and is piloting Unit 00, a prototype Evangelion. Shinji is the pilot with the highest sync rate with his Eva, and his grounding significantly hampers the plans of NERV.
To use a hockey metaphor here, imagine the 1990s Detroit Red Wings. Sergei Fedorov is Asuka. Fedorov was the single most hockey talented player the Wings have ever had. His flair, skill, offensive and defensive acumen, and sheer skill made many a young child a Red Wings fan. Rei is Steve Yzerman. The reliable rock that always put his duty as Wings captain over all others. He didn’t have the talent of Fedorov, but he was a damn good player on his own. The heart of the Red Wings, putting duty over self, much like Rei did. No sane man faces an angry Ramiel without putting her job and role of NERV over her own self.
But on that Red Wings team, no man was more influential than Nicklas Lidstrom. Lidstrom is one of my all-time favorite players, so I might be biased. I do not care. He is, as described by his teammates, the Perfect Human. His top was always pressed, his stick tape clean. If Fedorov was the spark plug and Yzerman the heart and soul, then Lidstrom was the defensive engine that kept the team running. When he was missing, the team felt it.
Shinji is the engine of the Three Children. Without him, NERV would have probably been down and out many times. Without him going berserk and eating angels, NERV would no longer exist and NGE would resemble more of a Shakespearean tragedy more than an anime.
But think of contrast, my friend.
Shinji is not the perfect human. He’s kind of selfish; he laps up praise like a little lap dog. Lidstrom, in his over 20 years in Detroit, was known as a humble man. Shinji, when he does something, isn’t necessarily bragging but is very inside of himself beating himself up. But nothing about this series is perfect. Gendo and Shinji are very similar, with actually slightly similar mannerisms. They’re rather final or floppish with decisions. They will not overturn things they are committed to, but Gendo, much like his son, is dealing with great separation anxiety. It’s clear there is a hole somewhere.
(Except that Gendo goes really far and basically clones his dead wife over and over again. The “I ended the world in three timelines for the same pussy” is apt here.)
So a lack of contrast actually can build us a character. Same with contrast. For as different as Gendo and Shinji are… they’re kind of similar. It’s clear that they are father-and-son.
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I am an odd person. I get tired of watching the same old things. I get tired of hearing the same old things.
The same applies to stories. Characters shouldn’t mix. They should bounce gracefully off of each other. Frieren, for example. The three protagonists are insanely different, but united under a common goal.
Dare I say that Evangelion used the complex relationship between contrast and similarity to inspire the characters in Frieren? Except that they’re not friends like in Frieren, but instead three incredibly troubled teenagers that are in dire need of therapy.
I’m not going to go into great detail about the three children. If you’re reading this you likely know the struggles of these children. But what about clashing and contrast makes this story “go”?
I am the type that takes the hyperfixations on characters too far. I have spent way too much time making Asuka or Fern edits on Canva just for the sake of tomfoolery. By that logic, I should have been over the moon when Eva’s 30th Anniversary Short Film had stills of the dating and married life of Shinji and Asuka. I’ll admit, they’re really cute. We’ve been teased since the rebuilds of the two building a life together, and to many, the Rebuild ending of Shinji and Mari left a sour taste in their mouths. But also, at the same time, Shinji and Asuka getting married feels… wrong.
There is a fine line between outright fanservice and the author’s original vision that must be noted. The Short film with the shippers winning? Complete fanservice. The original NGE and EoE? The true unadulterated vision of Anno. And in my opinion, the author’s vision should be respected over all others. I cringe at the thought of splitting the two up again, but Asuka and Shinji are complete polar opposites. It feels a bit wrong to have them together after Anno spent decades showing that one is a psycho bitch, and the other a man still running mentally from years of trauma. Add Rei in, and we get a complex triad of psychological issues and differences that is… oddly nice and satisfying. They’re all tied together by the thread of being pilots, but they’re different. And because they’re so different, you can actually feel a connection to one. A strong connection. And personally, I’d rather have a strong connection to one rather than a weak connection to a collective.
We need differences. We need contrast. And through difficulty, we build connections. You build relationships with others through teamwork and resolving differences. After the short film’s release, I’ve seen a lot of people clamor for a slice-of-life version of Evangelion.
Short answer: we do. The Shinji Ikari Rising Project. Get over the tit and ass jokes and it’s still the only piece of media I’ve actively had to goad myself to finish more than a 3rd of. Everyone feels the same, and it reads like softcore porn at times.
Long Answer: we don’t need it. Society has fallen since the idea of the “bubble” has come into fruition. We don’t challenge beliefs anymore. We don’t work together as a team. It’s red or blue now. Red sucks because they’re abandoning values. Blue sucks because their asses are stuck in the past. When the two could actually work together to solve the problem of massive rising costs for the consumer.
We don’t need a bubble of shippers of Asuka and Shinji. I want distinct characters, distinct personalities. I want and crave contrast. Which is why the original NGE works so well as a story. It’s compelling as the contrast allows me to actually connect to the characters on a much deeper level. Why do I like Asuka so much? Why do I take the position that Ritsuko is better than Misato? Because the creative vision of the show ALLOWED the characters to be different. They took massive risks, giving every character a horrifying shared goal and personal trauma that would make a therapist weep in grief. But because of this, it works.
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Advertising tells us a lot. It tells us how we should be more stuff. But it can also be a window into our thoughts. And in a way, it is a window into exploration.
Smiles… behind those smiles is teenage trauma. Behind every shoe or car ad is a dead mom, absent father, meaningless life. Advertising is our invitation into this world. Advertising shows us the contrast between facade and reality. And with this understanding of contrast, we begin to notice the contrasts we set ourselves in this reality.
Congratulations.