Bringing the Text to Life
Why is it that some of the most creative work in advertising and imaging promotes beer or sports items?
A recent string of commercials for Miller "Lite" shows that its promoters are right in touch with what captivates our postmodern culture and tickles our postmodern fancy. In these ads, the classic "tastes great" vs. "less filling" two-in-one idea is taken one step further. Patrons at a local pub argue over what sporting event to watch on the bar TV -- football or golf. The argument is solved when a bottle of their favorite brew, used as "rabbit ears" on the TV, combines those two completely different sports into one wild game of "football-golf." As ridiculous as the image is, it captivates the crowd. They love having two such seeming opposites combined into one.
Actually, the idea isn't all that new. In music, the concept of "two choirs" was established long ago. Composers and directors learned that a deeper complexity and meaning could be drawn from two different pieces of music ...