Tagged: pettifogging

Subliminal XIV: From the Czech Republic with Junk

Travel diaries from Aug. 24 to Aug. 28, Prague, Czech Republic.

……………Socialist Child-Sex Propaganda

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This poster I photographed at the Museum of Communism. I think the artist had a lot of fun, but apparently no one noticed. This is a piece of propaganda (or information: let me know) from Socialist Czechoslovaquia, during the war of Korea, accusing the US of using bacteriological weapons.

The group of children in the background drew my attention. The Negro boy, whose hand rests on the little blonde girl’s shoulder, is looking at her with a lecherous gaze. The Chinese girl plays at making sand castles with a pail, while the blond boy kneeling just behind her is holding her, arm stretched, by the shoulder, his face flushed and grinning. Looks like doggy-style sex! The penetration is concealed from the viewer by the dress of the grieved and indignant Korean woman. The third boy is looking at his comrade’s doing (not at the sand castles game, mind) with evident enjoyment.

…………….Pretend You Saw Nothing

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This Cubist fellatio can be admired at the National Gallery – Veletrzni Palac. The artist is Russian painter Aristarkh Lentulov (who in Soviet times became chairman of the Society of Moscow Artists), and this work from 1912 is called A Ballet Theme.

If I be not the first to have noticed that peculiar detail in Lentulov’s masterpiece, yet nothing in the material environment of the gallery drew my attention to the explicit material I would encounter while looking at the painting (no mention like “this painting contains sexually-oriented material that may be offensive to some people and not suitable for persons under the age of eighteen”).

……………Orgasm Guaranteed

From your regular Czech women’s magazine (lifestyle, cooking, children…), this sex toy ad. ORGASMUS guaranteed. The future belongs to machines.

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…………….The Benefits of Cannabis a la Czech

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From the same women’s magazine as above, this ad for the Czech company Cannaderm’s products.

From internet copywriting: “Cannaderm brings a new approach to skin care. Cannaderm for every age, for all skin types, even for the very sensitive skin of small children or skin with eczema, acne or psoriasis. The synergic effects of healing hemp, mutual combinability and the wide range of products guarantee the potential of putting together a cosmetic range ‘to fit’. For easier orientation the packaging is colour coded and also contains the recommended combination of products.

“Cannaderm Made in the Czech Republic. We use unique recipes, modern technology and the best quality ingredients. All our products Cannaderm are approved by the State Health Institute of the Czech Republic and are certified for sale in the EU.”

Not to omit (read “triple distilled”):

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From internet copywriting: “Euphoria Cannabis Vodka is made of extra smooth grain vodka, blended with natural cannabis leaves and cannabis seeds. It is 100% natural product. Each bottle is hand-made. Enjoy the rich taste of freedom!” &

“Beautiful cannabis bud infused in extra smooth vodka 40%. Cannabis leaves extract cannabis oil and CBD. 100% natural product with great cannabic taste and relaxing effects!” &c.

……………Complements

“All our dishes are served with a beer,” according to the placard at the entrance. But in the end the beer is charged. Seeing the bill, you say to yourself: “What’s the use complaining? I should have made the point clear with the waiter from the start.” However, it’s not even sure, not even likely that you would have paid the expected CZK270 for the ordered schnitzel; there must have been a trick even there, the placard probably contained a heap of qualifications in tiny fonts at the bottom, and so, after being made aware of these by the waiter, you would have had to raise from your chair and leave the place to find another one, no doubt with the same placard…

McDonald’s vs the Pettifoggers

It’s just the same where I live. Most cafés and restaurants in Paris touristic arrondissements are managed by people who want to make the most of your pockets at the fastest rate: poor quality of the food, poor service, not enough space, insane prices… Many play music loud so you will feel like leaving as soon as you sit down. French cafés and restaurants see tourists as pigeons. Once I saw the following at a café near the Pantheon (allegedly a prestigious, safe place). Some Japanese tourists ordered food, the waiter asked them what they wanted to drink, they said tap water (for free) and they insisted to make him understand. He pretended not to understand and brought a water bottle that he had just opened. They had to pay for it. He even insulted them in French, to himself, but of course they understood that they were insulted and had to swallow their pride.

Years ago they said fast foods would never set foot in the country of gastronomy, i.e., France. More recently, they said Starbucks would never set foot in the country of cafés. Even more recently, I told my friends: “I’ve designed an advertising campaign for Pret A Manger – it says Pret A Manger: Soon in France,” and here they are, in the country of the baguette. The reason? People don’t care to go to nasty places where mean pettifoggers will treat them like dirt. When you come to Paris, let me recommend three places where to eat and have a drink: McDonald’s, Starbucks, and Pret A Manger.

We all know tourism has generated those shoddy service industries that cater to the “ideal” customer, the tourist, one that will never come back, one, thus, that will never complain, returning to their countries the next day, replaced by a new wave. French cafés and restaurants don’t care what you, tourists, think of their food or of the service, they don’t even give a dime for what you think of la France: they take your money and what you get for it you’d rather pay for not having it. And don’t ask for tap water, because although it is free on the paper of which laws are made, in reality it will cost you the humiliation of your life.

You may say guidebooks are here to help prevent such bad experiences. In theory, yes, but the addresses they will give you, if they’re good restaurants, then the chances are they will be full with people from all the offices around, in their workaday formal dress, whereas you will be dressed in tourist’s attire – casually – and you will soon feel that you look like morons.

Art & the Organization Man

From The Organization Man (1956) by William H. Foote:

“Profiles are also worked up for work in individual companies. At Sears, Roebuck there are charts that diagram the optimum balance of qualities required. Here is the one an executive values:

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“A man does not have to match this profile exactly, but it won’t help him at all if his line zigs where the chart zags. Take a man who scores considerably higher than the 10th percentile on aesthetic values, for example; such people, Sears notes, ‘accept artistic beauty and taste as a fundamental standard of life. This is not a factor which makes for executive success. … Generally, cultural considerations are not important to Sears executives, and there is evidence that such interests are detrimental to success’.”

There is much good sense in that view expressed by Sears because, as the best definition ever for culture, concise and elegant, goes, “culture is the learning of the leisure class” (Tibor Scitovsky, economist), which means that the organization man is an overworked windbag.

Interestingly enough, Whyte already was already writing in the 1950s about those corporations that claimed they were indeed willing to recruit people with literary (cultural) profile and training, yet never recruited them. I have heard this claim from today’s corporations repeated again and again – so nothing has changed and I guess the above diagram, with aesthetic taste seen as quite irrelevant, still holds for today’s organization man.

And yet, “Wu cites a 1990 study that claimed that in the US about 20 to 30 per cent of the market in New York was due to corporate collecting, and outside the city about half.” (Julian Stallabrass, Art Incorporated, 2004) Contemporary art is a reminder – the reminder that people that work are poor devils. Half the market for contemporary art made of corporate collecting: top executives adorning their offices with the excremental fantasies of slackers! Ask the connoisseur how much corporations pay artists for splashed mud and monochromes (remember, the organization men’s aesthetic acumen – his taste – approximates zero: see diagram), and compare with your own earnings!

Possible consequences: “Recently, in the Netherlands, a middle-sized bank, i.e. the DSB Bank, came into serious financial trouble for this exact same reason. Only a couple of months before, the bank had bought art for tens of millions of euros, and received a loan from another bank in order to build a museum that was to be named after the DSB bank’s CEO. These prestigious undertakings were one of the reasons that the bank had no financial reserves left when business slowed down due to the financial crisis. As a result, in September 2009 the DSB Bank was declared bankrupt.” (A.P. Buunk et al., 2011) Bankrupted because of dabbling in art.

And then there is the advertising industry, packed with artists (renegades?) and so vital to the organization man’s economic interests…

September 2016

Enregistrer

Subliminal XIII: The Merguez Undergloss (I Can’t Stand It)

In Subliminal XII (here) (Complements), I pictured myself as a man engaged in a lonely struggle attempting to expose subliminal practices in advertising. The truth is that it is far from being the case, as a brief search on YouTube can convince anyone that the topic is very hot. Scores of videos, viewed by hundreds of thousands, even millions of people, just do the same as I do. Yet the advertising industry and media carry on their business unconcerned.

To be sure, many of these videos seem to circulate chiefly in certain networks preoccupied with the power of an agency they call the Illuminati. I understand that these Illuminati would be some organization inside the freemasonry, the top managers of the whole business, so to speak, apparently having (according to some) direct communication with Satan, which plans they intend to fulfill on this earth. Subliminal techniques, in this peculiar view, would serve Illuminati’s goal of world domination.

That some die-hard Christians, faced with the secularization of our societies and cultures (perhaps a sham, this secularization, in fact), are apt to explain things in terms of spiteful, inimical agencies – and the Devil himself – is not a big surprise. That they are, on the other hand, if not the only ones, at least the most active and successful (counting the number of viewers of their videos) in exposing subliminal techniques, and thus in contributing to the knowing of our times, in short that they proved to be the spearhead of the movement toward the truth, even if it be in that field only, must be a little shocking for a die-hard Secularist.

One is compelled to acknowledge that advertisers are like conjurers. If you knew the conjurer’s tricks, you wouldn’t go to his show. Likewise, if you knew how advertising worked, then advertising would fail to achieve its goal, which is to influence behavior. That such is its goal is somewhat concealed by our society, its laws and law courts’ calling it “commercial information” notwithstanding the fact that such “information” is always aiming at the consumer’s purchase in the interest of the “informant.” Given this goal – suggestion –, advertising must remain undiscussed and unexamined if it ought to be efficient. Democracy has proved often enough over time that it can accommodate to complete lack of transparency in many matters; yet, on the plane of principles, both concepts – democracy and opacity – undermine each other, so how one reconciles the status of advertising with our national constitutions is a problem that so far has remained unresolved.

…………….Case 96 Boodles SEX

Cases 96 & 97 are taken from Vanity Fair n° 672, August 2016 (English edition: “Vanity Fair is published by the Condé Nast Publications Ltd., Vogue House, Hanover Square, London,” p. 26).

Case 96

Case 96

The above picture shows a woman’s face looking at the viewer. Albeit the model’s chin seems to rest on her left hand, not a single flesh fold, which the pressure of the palm on the fatty parts of the chin would make one expect, can be seen. Evidently, the picture is a montage. Perhaps the hand is not even the same person’s.

Now, if you take a closer look at the area where the hand is supposed to be in contact with the chin, the feeling arising is actually that of distance rather than contact. It seems that the graphic designer made no effort at all to create an illusion of contact, and that he wanted to tell us a quite different story than that of a chin resting on a hand, which a quick glance at the advert first suggests Gestalt-wise.

The model wears a cream-colored jersey. The fabric’s fold on the shoulder is extremely peculiar; I can’t figure out how the jersey could become so folded, unless it has been very poorly cut… or the fold designed to that effect for the ad. So let’s take a closer look at this fold. I have outlined nothing in the picture because I think the effect is obvious. The hand, seemingly used to support the model’s chin, is in fact clenching an object that protrudes from it, on its right, and is suggested by a double fabric fold. This object is no other than a penis. It is a still flaccid or half flaccid penis curving downward, and the hand masturbates it, making it bob to and fro because of its not being quite stiff yet.

Furthermore, the two folds delineating the penis can be connected to a third one further on the left, the resulting compound making a stylized vulva.

…………….Case 98 Creed SEX

Case 97

Case 97

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The above picture 1 is taken from a two-page ad for the new Creed woman perfume Aventus For Her, of which it is the first page, showing only the “classic” Aventus perfume for men. We see the perfume bottle salient on a marble-like whitish background and some greenery probably representing the fragrances involved and which I identify as blackcurrants, mint and licorice. The licorice stick is leaning against the bottle top. Its tip is reminiscent of a penis, which I have outlined in red.

The curvature is suggestive and, although the stalk somewhat tapers toward the tip, the glans neatly partitions from the shaft thanks to a visible ridge. The texture of the stick provides veins on the shaft (I outlined one) as well as finer creases around the frenulum (a few being outlined).

I suggest this penis-like object is in fact a clitoris. Just above the point where the meatus would be, lies a dark area given to construe as the shadow of one of the mint leaves. The whole display of shadows looks rather messy and not quite according to the laws of optics. This particular shadow here delineates a pool, that is, an ejaculate pool. Its smoky aspect could also represent some sprayed substance, a cloud of fine moisture particles emanated from the clitoris due to arousal. In short, the arrangement suggests to you the effect that Aventus perfume will have on women: it will arouse them and make them wet and receptive and consenting to any sexual proposition.

…………….Case 98 L’Oréal SEX

Cases 98-102 are taken from the American magazine Glamour, August 2016.

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The present ad for L’Oréal “Infallible Pro-Glow” is endorsed by Ethiopian model and actress Liya Kebede, whose name appears on the bottom left of the upper picture, for those, like me, who did not know who the model is. Not that the name was known to me either, but I was made aware in that way that she was a celebrity. Mentioning the name might betray that the celebrity in question is not so famous, after all – or does it mean that it was thought she would be impossible to recognize in the ad due to massive airbrushing of the picture?

I don’t know what the apparatus on the left of the upper picture is; it looks like some hairdresser’s or gymnastics equipment. On another plane, it looks like a human skull looking at the model, with the chrome parts drawing the jaws and mouth.

The model is looking at the viewer. Among the intricate patterns of the left ear (the model’s right ear) a fellatio has been embedded, which I have outlined in white. Next to the model’s temple appears a penis – shaft, glans and meatus visible. Its impressive size can be measured by comparing it with the human face drawn beside it, the mouth of which being entirely concealed by the glans. The performer of the fellatio must be currently licking the shaft.

…………….Case 99 Johnson & Johnson’s Aveeno SEX

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Another case of celebrity endorsement, this time for Johnson & Johnson’s Aveeno daily scrub and daily moisturizer (to be used together). (For theoretical considerations on celebrity endorsement, see Case 39 here.)

Contrary to Case 98 with actress Liya Kebede, the celebrity here is not named. She’s the American actress Jennifer Aniston, as a quick internet research taught me. I guess she’s more expensive a model than her colleague Liya, whose name has to appear on the ads.

At the bottom right of the ad, a string bean (French bean) is leaning against the moisturizer bottle. Two beans are out of their pod. The whole thing is a naïve (I mean the pictorial genre) representation of an erect penis. I don’t need to outline anything; it’s as plain as the nose on your face. The pointed tip may hint, if you like, at a condom.

…………….Case 100 Chanel Eau Tendre SEX

Case 100

Case 100

On this picture there is wind, but looking carefully you will find that it is impossible to tell from which direction the wind blows. If you look at the cap of the perfume bottle, blown away from it, and at the model’s dress, the wind blows from behind her back. If, on the other hand, you look at the model’s hair and shawl, the wind blows from left to right. The apparent inconsistency, likely to be missed on conscious level by many viewers anyway, may suggest a maelstrom of sensations; surely this is something of the sort the creators will tell you if you ask them what they were meaning with such multidirectional winds.

Yet there may be something else than just that. Salvador Dali has devoted a whole book to Jean-François Millet’s painting L’Angélus (below): The Tragic Myth of Millet’s Angelus (in the original French Le Mythe tragique de l’Angélus de Millet), in which he explains among other things that the man’s hat is concealing an erection. Dali shows a cartoon in which a naked character can be seen in the same position as the man in the painting, holding a hat at the level of his genitals; when the character takes his hands off the hat because he needs them at once for another use, the hat does not fall and instead stays in the same position, so the reader understands it is maintained by the character’s erect penis. Dali tells us that this subliminal erection (I don’t remember if he actually uses the word “subliminal”), together with the woman’s attitude, which he describes as mantis-like, was what spooked him as a child after he first saw this painting.

In the advert here, the same technique may have been used (intentionally here, whether Millet’s effect was intentional or not). The dress would look as if it were blown forward by a powerful wind but, as the shawl and hair a few centimeters higher are blown in the opposite direction, it would not be wind but instead a powerful erection that elevates the dress in such a manner. The ad would thus appeal to women’s penis envy (Freud) by subliminally depicting a woman with a huge penis capable of mighty erections.

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…………….Case 101 Unilever’s Dove SEX

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Case 101

Another case of celebrity endorsement (see Cases 98 & 99). The personality endorsing the product is, I suppose, the woman seen in the ad, and her name the one given under the quoted words, namely, Simona Di Dio. I searched for this name on the Web and found that no single Simona Di Dio can be deemed a celebrity but a few of them, if any, because I found one dancer (a belly dancer, actually), one poetess, one lawyer… As the ads talks of perspiration, I suppose our Simona here is the dancer. So much for celebrity endorsement.

They were right anyway not to use a better-known personality for their ad, because they intended to have her tell a lie. The quote reads: “I didn’t know an antiperspirant could make my underarms softer and smoother.” Let’s ponder for a moment over how things happened. Did Simona, one day, buy Dove Advanced Care and became aware after using it that her underarms had become softer and smoother so she wanted to advertise the fact to the whole world and reached out to Unilever to that effect, or was Simona (if she exists at all) called by the advertising agency to appear in an ad under words alleged to be hers for cash payment? Well? I needn’t answer, need I?

In a way, the process is the same with all celebrity endorsements. The glitterati do not care a dime about the product they advertise (as long as it does not injure their image), they only care about the money they get from being associated with it. In most cases, however, it’s not so direct; if it’s an actor, for instance, who’s paid, he will play a little sketch in a TV spot or pose for a picture. Here, it is the celebrity’s own words that are supposedly quoted, and the name has the same function as a signature.

Moreover, the copy reads as follows: “Dove Advanced Care goes way beyond protection. 9 out of 10 women agreed that it made their underarms soft and smooth.” Can Unilever prove it? Can they show the questionnaire, the answers given to it, the research protocols? Can they explain how the survey was carried out? Perhaps they can – why not? – but the material is their propriety and they won’t disclose it. Only justice could compel them to disclose their proprietary material, but on what ground? Figures without sources, it’s what advertising is all about. No deadly sin, you may argue; but not commendable either. Far from commendable, in fact.

…………….Case 102 Chevrolet Malibu Suicide

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Case 102

Where does “a complete 180 on the ordinary” (copy) drive you? According to this ad, it may well lead you to the brink of an abyss.

Albeit “Drive Safely” is written on the license plate (in red letters), the Chevrolet Malibu stands on some perilous edge. If you look at the visible front wheel, you see a diagonal line running behind it in a slightly upward straight direction. Even though the white wall on the right of the car continues further toward the front, this line, beyond which nothing is to be seen (below the wheel and car) but a black space, a different space from that on which the car is now standing, seems to indicate the end of the parking lot, or whatever that place is. The parking lot opens on a mountain scenery under bright sky. The feeling conveyed is that of height, the parking lot looks as if it were accessed through an opening in a mountain slope, and the line the car is about to cross if it advances just a little farther is the edge of a chasm. By escaping the ordinary, the advertisers thus seem to mean indulging one’s suicidal tendencies.

That advertising would appeal to some Thanatos urges (death wish) in man comes as no surprise. That a car is a fitting object to make appeals of this kind goes without saying, given the death toll our societies are paying to their road networks. – Appealing to (and exacerbating) aggressiveness when selling cars, as the ad in Case 88 does (here), may be regarded as criminal, by the way, bearing this death toll in mind, because those who use their cars and see driving as an outlet to their aggressiveness are likely to provoke more accidents. If research proves this intuitive view wrong, and the counterintuitive view that these people have less accidents right, then I’d be glad to be informed of it.

…………….Complements

Several ads in Glamour magazine are copyrighted (you can see the copyright symbol on Case 99’s picture, for instance). This is something I have found frequently in magazines’ American editions but much more infrequently, or even not at all, in other countries’ editions at my disposal. For instance, I do not find a single copyrighted ad in the Vanity Fair August issue, English edition, from which Cases 96 & 97 above are taken.

Does it betray a pettifogging spirit in American business law? Be that as it may, it looks like I’m infringing on legal rights by using copyrighted material (like in Case 99). All I can say for my defense is, please go back to Subliminal Junk XII (here), Complements, and to Eric McLuhan’s quote. It explains why, when writing The Mechanical Bride and Culture Is Our Business, Marshall McLuhan did not ask for permission before using several advertisements in these books, because his publisher found it was not necessary. If it was unnecessary in Canada only, or whatever the publisher’s country was (Marshall McLuhan being a Canadian, I assume his publisher was in Canada, but whatever the country is, it is only one country in any case), then the books still would have had to require permissions for sales outside that country, in other legal contexts, that is – a point on which Eric McLuhan does not say a word, which in turn leads me to assume, provisionally, that permission is unnecessary worldwide, no matter how strange that sounds (but remember we’re dealing with multinational companies on the one hand, internet on the other hand, and that nation states look a little irrelevant in this context).

Yet it is astonishing that, in one and the same issue, some ads are copyrighted and others are not. Some companies copyright their ads and some don’t. I have no idea what is to be inferred from the practice, or its absence, but, still, here are the companies that copyright their ads and those that don’t in the Glamour issue for August 2016:

Copyright: Maybelline LLC (4 ads), Levi Strauss & Co., Estée Lauder Inc. (2 ads), CliniqueLaboratoires LLC, L’Oréal USA Inc. (10 ads), Garnier LLC (7 ads), Johnson & Johnson Consumer Inc. (3 ads), Allergan (2 ads), Jockey International Inc., Unilever (2 ads), Kao USA Inc., Procter & Gamble (4 ads), Mondelez International Group, Simple (2 ads), Merck Sharp & Dohme B.V., Del Monte Foods Inc., GEICO, Otsuka America Pharmaceutical Inc., Kraft (2 ads, p. 121, p. 133), Bayer, Condé Nast (p. 135).

No Copyright: Nordstrom, Condé Nast (pp. 6-7), Essie, Unilever (3 ads), Sunglass Hut, Buffalo David Bitton, AG Jeans, Chanel, Current/Elliot, Forever21, Paula’s Choice, Covergirl BeautyU, Arm & Hammer, Ogxbeauty, Kraft (p. 115), It’s A Ten Haircare, Chevrolet, Epicurious, Wet Brush, Hair Recipes.

Though the un-copyrighted ads tend to be for minor brands, this is not always the case (Chanel, Chevrolet). Some companies or groups even have some of their ads copyrighted and others not, in the same issue (Condé Nast, Unilever, Kraft).

August 2016