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slowly in beer commercials

PARPA - State Agency for Solving Alcohol Problems - TV spot requested the removal of beer from the boxer Tomasz Adamek. "Chris Brzózka, director of PARPA, explains that under the law alcohol advertising may not be associated with intellectual or physical fitness. This ad is so inconsistent with the provisions of the Law on the Prevention of Alcoholism and upbringing in sobriety" - read here.

In that act he find a more detailed guidelines. According to her in advertisements are not allowed to associate alcohol:
"1) sexual attraction,
2) relaxation or recreation,
3) sport
4) science, business or professional success,
5) health and success in life."

I also think that an ad from Adamek refers to the idea of \u200b\u200bthe forbidden list. But not only sport - actually identifying the advertisement from the third point is the recognition trivial. Just look:



I think this ad is associated with a brand Zywiec professional success - it's the fourth point above list. The thing is, that the spot Adamek has shown a steadfast person, knowing what she wants from life, striving consistently to its target. The fact that he has achieved this goal, we have outside advertising: we know this face, we know that this guy is a world champion. The fact that an athlete is mentioned sporadically, because it is not until this matter. First of all, is a consistent guy who has been successful - a metaphor for the consequences of a scene in which runs into the wind, in snow, the bales of wood. In the suit. If a civil servant working from 9 to 17, or a woman working full time without pay at home admire this man, is not so much for the strength of his right sierpowego, what is that is the best. They also would like to be the best at what they do. Like all.

"Peace, I close my eyes, prayer, focus' - so begins a monologue Adamek. Heros Adamek knows what she wants and does it. For the success of helping him - saying, psychological jargon - to be close together. This is something that occurs in many other beer commercials, already without heroes. Example: referring to the topos of the independence of the Grolsch campaign with the slogan "You go your own way?". Good to go his own way, right? Good to be independent, know what you want. Then there is a happy and fulfilled. Of course, happiness and fulfillment can be felt regardless of success in life, so these ads do not fall under the fifth point of a blacklist. The Act does not ban beer pairing with the constructive philosophy of life. A pity.

Actually, the whole thing is already old, a few months, but for some reason, just yesterday the news appeared on the spamowo-infotainment screenshot bus which was driving. I do not know if this spot was withdrawn from television. Even though, it still has a circulation in the network, so PARPA half success. I have no doubt that the PARPA is less well prepared for the business than a beer company. Anti-alcohol agencies lack a professional approach to advertising, they fought against, since the spot, which falls under professional success, he sees only sports, and advertising of Majchrzakiem (from the same campaign) no longer sees anything wrong. Meanwhile

beer company has people who check the ads for compliance with the law, and watch this, that it was impossible to attach. And yes, the above ad structurally separated from the end portion of the with Adamek, anywhere or not it is suggested that the Master drinks beer. Both sport and professional success is not associated with a mug of beer, but with the brand.

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"cross" fighting?

's portion of the last page of "Przekrój" of 1950. From Stalinism. In a sense, the joke is typical, because it is anti-American satire. But most of these propaganda pictures and articles from the times of Stalinism very grown old and today I feel it only embarrassing propaganda. The above is unique, because it is still funny. Well, me at least laugh. It is thanks to a specific "cross" sense of humor: the absurd, the surreal ("Cross" when it published "Green Goose theater" Galczynski). This joke is satirical, but the absurdity of reducing the intolerable burden of didactic satire.

interesting that this is a joke of censorship in America, published in Poland during the reign of censorship. You do not need psychoanalysis of culture, it is sufficient knowledge of reading ogólniakowej Konrad Wallenrod to see in him a bitter joke, in fact the situation of freedom of expression in Poland. So is censorship obśmiane wine was a mask, in fact, no flips at the United States, just stupidity Polish censorship?

Even more interesting, it probably is not relevant to the association. Rather, the effect of today's perversion, in which each of the cooler things discern the Polish People's Republic opozycyjności - and here, to understand this approach, I could use a psychoanalysis of culture. We have a problem with accepting that something could be done in accordance with the guidelines of top-down aesthetic and ideological, while securities. Well, from where he thought that "cross" intelligently sticking pins party? After all, this magazine has survived the entire PRL was because of this that it is not practiced wallenrodyzmu.

And well, I did a lot. I know, I read about this recently in his book Civilization Justyna Jaworska Przekrój. The mission of manners in the magazine illustrated . I recommend!