Why did the Joi advertisement trigger K?
Following the events of Deckard's abduction in Blade Runner 2049, K meets the revolution, then is sent home. However, he is seen walking somewhat forlornly, apparently lost in thought, making his decision.
Then the Joi advertisement reacts to him, calling him "lonely" and "a good Joe". He then flashes back, and pulls out Deckard's gun, apparently having had made his decision.
I'm slightly confused as to what it was about this interaction that caused him to trigger. The memories talk about dying for a cause, and freeing themselves from slavery, and the advertisement, to me, seems like the opposite of that - dehumanising his companion by simply making her a product.
What was it about this interaction with the Joi ad that triggered K into action?
Best Answer
Because he knows he's an android and Joi calling him Joe showed him that "not humans" are unable to make their own decisions. Proving to him that they are not able to be free as everything, even things they think are their own creativity, are pre-programed.
That they are able to make as much own decisions as they are allowed to. It's not only dehumanising Joi but also K as "slaves" are not allowed to chose beyond what they masters allow them.
For a brief moment K thinks that the only escape to be free is death.
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What Joi call K?
The question becomes whether or not these feelings are real or just code? Towards the end of Blade Runner 2049, K comes across a Joi billboard, who calls him "a good joe" - like his Joi did - and he seems to realize her feelings for him were probably simulated.Is K the child in Blade Runner?
After finally learning and accepting that he is not the child, K takes Deckard to meet his daughter for the first time at the end of the film. Blade Runner 2049 is available to stream on Netflix in the US after being added to the streaming service in March 2022.Why did Officer K have the memory?
How did Officer K get one of Ana's memories? His memory of hiding the wooden horse from the gang of boys at the orphanage is what leads K to initially believe that he his Deckard and Rachael's child, but as we eventually find out, it's actually Ana's memory which has been implanted in him.Is Ka human or a replicant?
Image via Alcon Entertainment / Warner Bros. A major reveal that's been kept out of the marketing and (if critics acquiesced to director Denis Villeneuve's request) reviews is that while Ryan Gosling's character has officially been referred to as \u201cK\u201d, that's a nickname. His full \u201cname\u201d is KD9-3.7, and he's a replicant.Was Joi Real or Fake? | Blade Runner 2049 Explained
More answers regarding why did the Joi advertisement trigger K?
Answer 2
Following up to SZCERZO KLY's answer, there is also a personal reason. (As personal as a cybernetic organism)
As I recall, this was after "his" Joi was eliminated (the metaphor is thick there), so to have this mass market advertisement address him so familiarly irritates his recently open wound and further motivates him to take action to help liberate his oppressed companions.
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Images: NOHK, Jose Francisco Fernandez Saura, Artem Beliaikin, Luciann Photography