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[ by Charles Cameron — the ability to recognize similarities across wide conceptual or memory distances is what Cindy Storer calls “magic” in analytic practice — here we examine it in terms of advertising ]
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You could almost learn how to write poetry by watching the commercials on TV — or learn a bit more about how the ads themselves work.. come have some fun.

Consider rhyme for a moment. There’s a rhyme between the car that’s too small for comfort and the shoe that’s too tight to fit in this ad, and there’s an analogy between the larger, more comfortable — luxurious, even — car and the wide and comfortable — “like a luxury ride for my feet” — Skechers wide fit shoes that the ad is all about:

The rhyme here between today’s American fisherman and his Irish fisherman ancestor is stunning — and plausible. This, after all, is genetics, which is often said to rhyme from one generation to another:

And even when the analogy between an image and the product it’s supposed to resemble (“rhyme with”) is weak, making a successful rhyme between two such images is a delight in itself, and makes the weak rhyme seem plausible. Here, a two-thirds shaved dog rhymes with a two-thirds mowed lawn:

Allstate piles the rhymes on — drawing on powerful similarities between widely different parts of the country — in its brilliant Park Road / Street / Avenue commercial:

Here’s a beautiful rhyme between cement and sand — it’s not so great to find you’ve stepped unexpectedly in wet cement — but what a delight to feel sand on the beach between your toes!

Look, Exxon wants to make it’s industrial plants more closely resemble living, breathing, green plants: it’s not a bad idea, laudable really — but the rhyme is a bit of a stretch, eh?

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One form of rhyme that’s worth noting falls under the heading of Opposites:

In this case, the equation would be something like blue plus red equals unbiased. I haven’t checked the product, but the math is clean, and the divide the ad bridges is very real and quite perilous for democracy:

So opposites can be powerful. But it’s worth considering, too, the mind-numbing effect of seeing opposing commercials:

That’s not the kind of opposition you want if you’re Roundup, but exactly the kind of opposition you seek if you’re the legal opposition!

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Rhyming — twinning — as it’s dreamed up in the creative agencies of Madison Avenue, and no doubt Madison Wisconsin too, requires horizontal, associative thinking — thinking based on pattern recognition, thinking that makes creative leaps where similarities can be found in the midst of difference. Metaphors and analogies are woven of the same kind of thinking, rhyme in poetry, graphic match or match cut in enema, canon and fugue in music — and it’s the type of thinking my HipBone Games are designed to teach and practice, until they’re strong reflexes in your intellectual arsenal.

When readers or movie-goers, or just people watching commercials on TV, recognize patterns or rhymes — shaving a dog, then mowing a lawn, okay — it may elicit a chuckle the first time you see the ad, but you’re not sitting there to learn about dogs or lawns, or even Flonase unless you happen to need that kind of medicine. No, you’re there to see the next installment of the movie you’re watching, the next entertainment — which was almost certainly put together with less cash and care per minute or per frame than the commercials that slip into your mind almost subcutaneously.

And analogy — this type of analogical thinking — works. Analogy is the very heart of magic:

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Do you have time for another example?

Here we have analogy across time, as we did in the case of the Donegal fisherman, but this time woven into the telling of a very simple short story: he wants a Heineken, looks in the fridge, no luck, goes out onto the street, flags down a cab, takes a short ride, steps down from his Hackney Carriage about a century earlier, and gets the Heineken he was looking for. Plus ça change!

The Heineken’s the same — the six-pack at the end is the essence of difference!

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Previous episodes in the same series:

Advertising series 01: Music
Eros, the Renaissance and advertising
Authentic, spiritual magic!
The magic of advertising or the commercialization of magic?
Here’s magic!
The magic of miniatures

I imagine there will eventually be about twenty posts in the series..

[ by Charles Cameron — a romantic attribute of poets, close to the holy spirit ]
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Poetic afflatus is the term for a private wind of inspiration which follows a poet around — on fortunate days. That photo of Donald Hall which Sally Benzon so much admired, I believe illustrates the afflatus — Hall has allowed his hair to stray wherever the whim of wind may take it, while the urbane Obama has curated his to stay close to the skull in all weathers — a remarkable juncture of opposites.

Here, then, for Sally B and all, is the only example I know of, presenting that private wind in a motion picture — here surrounding the person of Richard Burton, ruffling his hair and scarf while all else in the room is still — in an unforgettable clip from Christian Marquand‘s 1968 film Candy, itself a loose (not to say libertine) update of Candide:

[ by Charles Cameron — sorry, medical events slowed this one down a bit, hope it’s still of interest ]
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The revised pitch

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Navigating spaces where the two become one / the one blossoms into two, we run into the basic problem of nouns or pronouns matching verbs, singular or plural. This is the Korean conundrum in a nutshell (or koan). Let’s take a flier at another version, then zero in on ground zero, the DMZ.

My mind had turned to goalposts, which plenty of people have said are moving, or have been moved, and I thought I discerned a pattern in which two sets of goalposts were one and the same — yet opposite.

Thy goalposts shall be my goalposts

From which I slipped gears and came to “thy goalposts shall be my goalposts” as a formula for success in our negotiations with Kim Jong Un — and that came from a very similar rhythm or cadence — a blueprint, almost — in the Old Testament / Tanakh book of Ruth.

But Ruth replied:

Entreat me not to leave thee, or to return from following after thee: for whither thou goest, I will go; and where thou lodgest, I will lodge: thy people shall be my people, and thy God my God: Where thou diest, will I die, and there will I be buried: the Lord do so to me, and more also, if aught but death part thee and me.

It doesn’t much matter if you know the context, or care or don’t care for religious writings, or just older forms of the lanuagee. In this paragraph, the two are inseparables — one, by will and love.

Will and love matter, as in their lsser ways do rhythms, cadences, and blueprints.

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The goal is / the goalposts are: denuclearization.

At opposite ends of the field — or are they back to back, in the very heart of the DMZ? — the Koreans would no doubt like the shadow of American nukes off the peninsular. And playing the exact same game, going after the exact same goalposts, the US would clearly like Pyongyang to cease and desist all efforts towards maintaining or strengthening North Korea’s nuclear weapons capability.

Hey, both sides want denuclearization, right? Denuclearization equals denuclearization, right? Easy?

Let’s just pray denuclearization and denuclearization don’t cancel out in a mutual holocaust, eh?

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C’mon, there’s only twone goalpost, aren’t there?

[ by Charles Cameron — not so ]
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On the one hand you have Sheikh Wael Al-Ghitawi..

Montreal mosque facing calls for investigation after imam preaches on anti-Semitic conspiracy theories https://t.co/TaQ8Vk2vq3

— Matthew Levitt (@Levitt_Matt) February 28, 2017

— and on the other, Prof Aisha Ahmad —

This is my son. At some point, he is going to learn that some people hate him because he's a Jew. I'd like to put that off as long as I can. pic.twitter.com/Qol6r1301n

— Alex Halpern (@HalpernAlex) February 28, 2017

When that time comes, you can also tell him that others – including this Muslim girl right here – are willing to human shield him. https://t.co/46HVhyZ3go

— Aisha Ahmad (@ProfAishaAhmad) February 28, 2017

Alhamdulillah!

[ by Charles Cameron — with delighted appreciation to historian Damien Kempf ]
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Damien Kempf asks, “So… what’s the apocalypse really going to be like?” and tweets 15 signs of the end times, in images from the 16th century Bodleian MS, Douce 134:

The first sign of the Apocalypse: the sea rises to the mountain tops pic.twitter.com/cA96f4Qx4t

— Damien Kempf (@DamienKempf) October 9, 2016

Now you see them — the waves, I mean —

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— and now you don’t!

The second sign of the Apocalypse: the sea descends out of sight pic.twitter.com/Xj9AZ66pQH

— Damien Kempf (@DamienKempf) October 9, 2016

Oops!

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As I wrote in Theory and Practice, Ideal and Real, War and Peace a while back:

There are two distinct scenarions that I try to bear in mind, in one of which an archipelago of islands is seen in a seascape, while the other shows a number of lakes in a landscape of mountains, hills and valleys.

The only difference between them, as I envision them, is the water level.

Raise the water level, and the lakes join to become a sea in which the isolated remaining hill and mountain tops have become islands — lower the water level, and the islands become the hills and mountain tops of a landscape, with the sea now diminished to a congeries of lakes and pools in its valleys.

Your thoughts?