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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 — our advertising and magic series continues — the Volkswagen bug in its many transforms! ]
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In our last magic and commercials post, The magic of miniatures, we saw the power of associating the small with the large. Volkswagen seems toi have taken this idea to new levels, with the assistance of toy manufacturers and the film industry.

Let’s start here:

Okay?

Hey boy, c’here!

Remember Chuang-Tsu? Here’s a fragment in Burton Watson’s translation:

Once Chuang Chou dreamt he was a butterfly, a butterfly flitting and fluttering around, happy with himself and doing as he pleased. He didn’t know he was Chuang Chou. Suddenly he woke up and there he was, solid and unmistakable Chuang Chou. But he didn’t know if he was Chuang Chou who had dreamt he was a butterfly, or a butterfly dreaming he was Chuang Chou. Between Chuang Chou and a butterfly there must be some distinction! This is called the Transformation of Things.

This post is all about the transformation of things, eh?

Okay, who’s dreaming here?

There and back again — the mechanics behind the dream:

Mechanized?

Speedy?

Lookee here, it’s love at first sight!

And finally, the film:

As we say in cricket, Howzzat??

[by J. Scott Shipman]

The British Are Coming, by Rick Atkinson

A couple of Rick Atkinson’s books (WWII) are in my anti-library, but on the urging of a friend, I purchased Mr. Atkinson’s first volume of a planned trilogy on the American Revolution. About 100 pages in and I find myself trying to make time to finish (it doesn’t help that I’ve embarked on a project that requires even more reading…). Mr. Atkinson may be the best narrative historian since William Manchester.

Preemptively highly recommended.

[ by Charles Cameron — behold Abraham Lincoln of the USN sending a signal to Iran, the IRGC, and various Shia militias of dubious reliability ]
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Here is a word, maybe even a sentence, in the language of menace:

It looks even more menacing in the full-sized image as I found it, thanks to Julian West, in the Guardian. – hit the link to see it, it’s too large for the Zenpundit format!

Now imagine how menacing that word or sentence becomes when it’s not a photo but a carrier strike group sailing your way..

And now think how menacing that carrier group becomes when John Bolton‘s the one who may be — pardon the pun — calling the shots

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Let’s go back to the image up above for a moment, and pray there are no unfortunate accidents, and that the carrier strike group seen here as a sentence in the language of menace doesn’t become anyone’s death sentence..

[ by Charles Cameron — I wasn’t intending this to be my next post in the commercials and magic series, but here it is, with miniatures and matryoshkas all in a row — and Churchill! ]
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Who knows when it started — Egyptian shabtis were small figurines inscribed with the names of the deceased and buried with them, answering for them during judgment in the Hall of Truth where, for the best afterlife, one’s heart should weigh lighter than a feather on the scales —

Myself, buried with my mini-me.

Especially if I am a pharaoh, or person of note:

(From left) Painted shabti of Ramesses IV. 20th Dynasty; decorated shabti of the Lady of the House, Sati – reportedly from Saqqara. 18th Dynasty, reign of Amenhotep III; and, a double shabti of Huy and Ipuy, a father and son pair. 18th Dynasty. Louvre Museum, Brooklyn Museum and Museo Egizio, Turin, Italy. (Photos: Heidi Kontkanen and Margaret Patterson)

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A jar fit for a giant to drink from, one of thousands in the Laotian Plain of Jars:

I was reminded of Egyptian shabtis by an article I saw today about thousand-year-old burial practices in Laos, where the vast Plain of Jars is dotted with thousands of large “jars” so called — some have thought of them as chalices from which giants would drink — used in funerary rites, and the article contained this para:

We’d love to know why these people represented the same jars in which they placed their dead, in miniature to be buried with their dead.

Miniatures!

I suppose we all play with miniatures as children — toy guns, toy sheriff’s badges, dolls and dolls houses — all parents need to ensure their children grow up prepared for adult life! — but after-life may have come first where miniatures are concerned.

In any case, there’s an enormous, likely archetypal pull associated with the large and its small analogs.

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Look at this Myself and Mini-me commercial from National:

The large and the small together are somehow more attractive than just the large alone.

And let’s take this a step further into the realm of magic, as understood by the great anthropologist Sir JG Frazer:

Sympathetic magic, anthropologically speaking, is magic in which you enact in miniature what you want the gods to perform on a larger scale. You urinate — or as Shakespeare more delicately puts it, go to look upon a bush — so the gods will pour down their rain upon you.

That kind of magical thinking — sympathetic magical thinking — is what the boy is instinctively doing in this Farmers rooftop parking commercial, while the Farmers rep thinks it’s gravity that throws a large car way up in the air..

To be honest, my money’s with magic and the boy.

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Farther yet, and we come to the Matryoshka principle, in which Russian dolls are contained (‘nested”) within dolls within dolls:

And now consider this commercial featuring vans nested within vans:

Sir Winston Churchill was playing a brilliant variant on this Matrioshka principle when during a BBC broadcast in October 1939, he said:

I cannot forecast to you the action of Russia. It is a riddle, wrapped in a mystery, inside an enigma; but perhaps there is a key. That key is Russian national interest.