Lie to Me is a TV series in which its main character, Dr Cal Lightman (played by Tim Roth), decides whether a person is telling the truth or not, based on the person's micro facial expressions.
In theory, a human face has more than 70 muscles, which allow us to make over a thousand different facial expressions. Although everybody recognizes a smiling face as a sign of joy, the nearly imperceptible contraction of muscles on the outer corners of the eyes distinguishes a genuine smile from a fake one. We can, and do, fake our emotions for different reasons, e.g. out of fear, for social reasons, to protect ourselves, etc. However, there are situations in which recognizing incongruity between somebody’s speech and facial expressions may help a young man find his real parents or even allow a prisoner sentenced for life to have his freedom returned (as in two episodes of the TV series). Without any doubt, there are domestic, private and also criminal cases where Cal Lightman’s expertise of diagnosing the truth shines to its full potential.
In reality, ‘face reading’ was developed as a practical discipline after the universality of micro facial expressions had been proved. Through the episodes of Lie to Me, many examples of exactly the same expression of contempt, surprise or fear on faces of renowned politicians, pop stars, and even Aborigines and Japanese people, are pointed out. Cal Lightman truly excels in his ability to think a few steps ahead, and in situations that, at first sight, seem perfectly genuine, yet are later on proved to have been premeditated.
The TV series shows no inclinations to promote any global brand, apart from one big exception: Apple’s Mac. By default, Cal Lightman and his co-workers use a lot of high-tech equipment; it helps them to record and analyze their customers or suspects. However, Apple’s Mac represents a portable lab and a professional tool always at hand for the main character. even when he is out of the office, e.g. enjoying his holidays. Undoubtedly, he couldn’t realize his full potential without technical equipment, and Apple’s products go well with the identity of an intelligent, innovative, independent user. In Cal Lightman’s case, also with his eccentric personality which is always feeling an urge to spy on his employees.
In terms of their appearance in the TV series, in my opinion, the biggest benefit for Apple’s products is that TV viewers can perceive them in the work context of a truly innovative, brilliant team of people who provide useful services to the society. Although Apple's design is very appealing, the impact of advertising this brand through this TV series goes beyond its appearance; it targets our reasoning and decision-making. If you want to be a successful and innovative person, certain equipment is definitely necessary. Since for a very intelligent and a successful man, such as Cal Lightman, Apple’s Mac serves perfectly, why experiment with something else?
Some years ago, the legislation became stricter regarding advertising health-hazard products. Additionally, with increasing aversion of people towards global corporations (due to their off-shoring business, sweatshops, etc.) film-makers have become more precautious concerning advertising through film. However, as long as people don’t realize that there really is no connection between being what they want to be and possessing certain goods, there will always be place for branding and pushing brands.
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