(Roughly) Daily

“Commercials are about products… in the same sense that the story of Jonah is about the anatomy of whales”*…

 

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In a civilization organized primarily around the funneling of capital to corporations, commercials offer a space of transcendent communion with the objects of our dependence and desire. They take place in a realm understood to be ideational without quite being imaginary—existing not in any one person’s mind, but ambiently, on a level of reality we rarely think to question, encoded in the daily order of things as neatly as the peanut butter aisle of a suburban grocery store. (This bare proximity to capitalism’s exposed nerves, combined with a habitual callousness to human dignity, is I believe why, in the recent words of A.S. Hamrah, “TV commercials are the worst thing to see on hallucinogenic drugs.”) These commercials embody and transmit all kinds of cultural norms, declaiming on the career-destroying horror of “even one flake” of dandruff, the correct way to manage a labor force, how women should interpret cough syrup viscosity, and so on.

Commercials also encode and preserve basic aesthetic and narrative conventions. Musically, they’re a trove of low-rent original product psalms, in styles ranging from quietly sophisticated poultry rock to funky rugged simplicity jams that sound like a person in a boardroom frantically describing the inner life of a coalminer. They introduce stock characters from discomfiting gym teacher to comic book nerd. They offer an education in America’s throbbing corporate epiculture, whose dark world they echo in a thousand ways—through who gets represented and who not, portrayals of nations and cultures, depictions of idealized daily life, enshrinement of a particular commercial landscapestyle parodiesintimations of eternitymessages of warningmessages of beneficence, and more—all calligraphed into air and sent streaming through the walls of our homes by giant corporate antennas…

From Ian Dreiblatt, “Toward a Theory of the American TV Commercial of, Oh, Say, About 1990.”

[image above: source]

* Neil Postman

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As we take it all in, we might celebrate National Tooth Fairy Day.

In the mid-1920s fairies were used for all sorts of health education from bath fairies to fresh air fairies as a way to get kids to remember to eat their vegetables, wash behind their ears and get a good night’s rest. Unlike toothpaste today, that advertises fruity flavors and sparkles to get kids excited to brush their teeth, in 1925 it was probably quite a bit more difficult considering the pastes were mostly peroxide and baking soda. One advertisement was for a Fairy Wand Tooth Whitener. This product promised to brush away cigarette and coffee stains.  The ad was aimed at both children and adults, we hope!

Then in 1927, Esther Watkins Arnold printed an eight-page playlet for children called The Tooth Fairy. It was the same year Sir Arthur Conan Doyle “proved” his claim that fairies and gnomes are real and “verified” with pictures of two little girls surrounded by fairies. The world was ripe with imagination and primed to have a tooth fairy about to come collect the lost teeth of little boys and girls and leave a coin or two behind.

Arnold’s play began to be performed in schools the following year, and the tooth fairy has been slipping into homes ever since.  She (or he) started leaving nickels and dimes under the pillows of sleeping children. Over the years there have been variations on the theme.  In 1942, in an article written by columnist Bob Balfe in the Palm Beach Post, his children received War Stamps to put in their books when they lost a tooth…

National-Tooth-Fairy-Day-February-28-1024x512 source

 

Written by LW

February 28, 2019 at 1:01 am

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