Brahms
This has some fabulous assimilation undertones and is really a special American view of the idea of art and "the power of the arts".
posted by christopher jette at 12:22 PM
Wednesday, August 27, 2008
This has some fabulous assimilation undertones and is really a special American view of the idea of art and "the power of the arts".
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3 Comments:
You disapprove?
I find it extremely humorous and something that one can only see in America. It is a commodification of art in order to sell more cereal. Although it is positioned as the reversal of that.
Bran flakes = Brahms. Now if I liked Brahms (which I must admit, I don't) I would be offended that here is a comparison between something that will keep you regular and something that dedicated their life to a deep and profound consideration of life.
I suppose I don't disapprove (although I would not use so strong a word)on the grounds that "high art" is included as part of the modern dialectic and that barrier certainly needs some questioning. In the end, I find it humorous, the same as I find the Ultimate Warrior humorous and I recognize that there is a message behind both, only Brahms seems to loose something in this 80's testosterone version, where as I feel the Ultimate Warrior effectively embraces and utilizes the medium to the advantage of his message.
While it pains me that you don't like Brahms (says she who actually does have a "favorite" piece of music that happens to be by JB), I think I see your point.
However, I think if we look at this from a marketing perspective, and consider the target audience, there are relatively few options left. The message is simpler: bran flakes (which I believe was probably chosen more for its alliterative quality than its nutritional one) are essential (that is, breakfast is essential). Music (and the arts) are part of that package of "essentials" that most parents worry about. This will actually be news to some people (unfortunately). The high-mindedness of music/art has alienated a good portion of the population--arguably a portion that stands to benefit from it the most. While I find the delivery to be completely kitschy, I think it does what it sets out to do. Have you seen the other ads in the campaign? There are a couple of radio spots which I find more amusing, actually.
Who knows...maybe in another 100 years they'll be trying to sell the idea of Christopher Crispies. ;-)
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