[ by Charles Cameron — beer and cars, cars, cars, is that all there is to life? — never mind — fourth in my magic and commercials series, links to earlier entries at end of post ]
There are some commercials that imply — or come pretty close to admitting — that magic of one sort of another is what tbhey’re up to:
This Dos Equis ad, for instanxce, features a state magician, and we are left with the impression the beer may somehow be the power behind nhis feats of illusion —
— and the fact that “his beard alone has experienced more than a lesser man’s entire body”..
There’s so-called “magical thinking” in this commercial by Mercedes-Benz. But this isn’t at allm original, in fact it’s a positively hubristic borrowing: when God does this in the first chapter of Genesis, it’s called “creation”.
There’s a well-known trope in state magic we can call “Behind the curtain” — since it’s echoes in a take-down of the creator-God — and seeming miracles — in The Wizard of Oz:
And for your extended pleasure, here are two alternates:
And perhaps best of all there’s what I’ll call “he Gandalf blind-man” — blindness is noit of the essence here, the essence is knowinjg the contours of the world at a level beyond that of mordinary knowing
— one might equally call this “the Dumbledore blind-man”, though in a contest of wills, UI’d back Gandalf over Dumbledore — and its archetypal essence is to be found in Merlin, court mage to King Arthur, now lost in the mists of Avalon..
Earlier in this seriesz
In my next, I’ll return to authentic magic..