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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 — “Conversion is sort of like the untouchable ‘third rail’ of religion” ]
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It’s an ancient, uncomfortable story:

The Genetic Legacy of the Spanish Inquisition
As Spain simultaneously persecuted its Jews and expanded its colonies in the Americas, conversos secretly came over to the New World. Their legacy lives on in DNA.

In 1492, best known as the year Columbus sailed the ocean blue, Spain also decided to expel all practicing Jews from its kingdom. Jews who did not leave—and were not murdered—were forced to become Catholics. Along with those who converted during earlier pogroms, they became known as conversos. As Spain expanded its empire in the Americas, conversos made their way to the colonies too.

The stories have always persisted—of people across Latin America who didn’t eat pork, of candles lit on Friday nights, of mirrors covered for mourning. A new study examining the DNA of thousands of Latin Americans reveals the extent of their likely Sephardic Jewish ancestry, more widespread than previously thought and more pronounced than in people in Spain and Portugal today. “We were very surprised to find it was the case,” says Juan-Camilo Chaco?n-Duque, a geneticist at the Natural History Museum in London who co-authored the paper. [ .. ]

In the case of conversos, DNA is helping elucidate a story with few historical records. Spain did not allow converts or their recent descendants to go to its colonies, so they traveled secretly under falsified documents. “For obvious reasons, conversos were not eager to identify as conversos,” says David Graizbord, a professor of Judaic studies at the University of Arizona. The designation applied not just to converts but also to their descendants who were always Catholic. It came with more than a whiff of a stigma. “It was to say you come from Jews and you may not be a genuine Christian,” says Graizbord. Conversos who aspired to high offices in the Church or military often tried to fake their ancestry.

The genetic record now suggests that conversos—or people who shared ancestry with them—came to the Americas in disproportionate numbers.

Paper:

Nature, Latin Americans show wide-spread Converso ancestry and imprint of local Native ancestry on physical appearance

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A variant on that story then reappears in the life of Gustav Mahler. My nephew Daniel Hardin explains:

Two comments on Mahler and conversion:

On 23-02-1897 (Year 1897) Gustav Mahler walked into the St. Michael’s church in Hamburg and was “received” or baptized into the Roman Catholic faith. The rite of conversion, Mahler believed would clear away a major stumbling block as a prerequisite for being named principal director of the Vienna Hofoper, the Court Opera, today’s Vienna State Opera, and a position for which he and his supporters had been discreetly campaigning for many months.

and:

Conversion is sort of like the untouchable “third rail” of religion: switching faiths is frequently the cause of family rupture, personal torment and bitter theological debates. Some parents consider converted children to be dead, both spiritually and physically.

Sources:

National Catholic Reporter, Unconventional converts

Gustav-Mahler.eu, Religion

See also:

Simon Dubnow Institute, Christianity and Conviction: Gustav Mahler and the Meanings of Jewish Conversion in Central Europe

Academia.edu, The Conversion of Gustav Mahler

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Here Daniel Harding conducts the Vienna Philharmonic in Mahler‘s 5th Symphony, in a live recording this year:

Daniel’s recording of the Mahler 5th with the Swedish Radio Symphony Orchestra,very recently released by Harmonia Mundi, won enthusiastic praise from The Gramophone, the reviewer concluding:

In a market where modern rivals sound pedestrian or perfumed with finesse by comparison, this Fifth raises high hopes for what the graphic cover artwork implies may become a complete cycle.

Here’s from another review of the same recording:

Rarely have I heard the few opening measures of this symphony unleashed with such oppressively inexorable force, and its final minutes infused and driven by such ecstatic euphoria, with everything in between shaping the radical transformations that link the two extremes. After all the Symphony No. 5 in C-sharp minor by Gustav Mahler (1860-1911) is an expansive epic journey ‘per aspera ad astra’ (‘through hardship to the stars’) from fears of oppressive intolerance to great feelings of overwhelming joy.

Highly, obviously, recommended.