Topical Guide 442
Mark Dorset
Advertising: Types of Appeal: Exoticism
Reservations Recommended, Chapter 2:
“This is the whole concept,” says Jack. “Anderson’s does no national advertising. It’s all regional, and it’s all based on the idea that most people think they’d be happier someplace else.”
Raymond Scott, “There’s a Tingle in the Taste” (Fitger’s Beer):
There’s a tingle in the taste of Fitger’s Beer.
There’s a tingle in the taste of Fitger’s Beer.
Have a flavor fling.
Let your taste buds sing
To the tingle in the taste of Fitger’s Beer,
Flavor of the great North Shore.
[Thanks and a tip of the Dorset hat to David Foss, who sent Kraft Raymond Scott: The Jingle Workshop, Midcentury Musical Miniatures 1951–1965. The CD reached Kraft on Wednesday, February 22, 2023, while I was at work on this episode of the Topical Guide. As Peter has said more than once, “So much depends on chance.” MD]
Advertising agency initial concepts for the Anderson’s labels (circa 1988):
Humor: Puns, Bilingual, Unintentional
Reservations Recommended, Chapter 2:
“Everybody here but us is from Ohio. Except for these Japanese guys.” He gesticulates toward a table at which two Japanese men in business suits are tying lobster bibs around their necks. His gesture catches their eye. “Ohio?” he says, nodding. “Ohio?” They nod and smile. “Well, them, too,” says Jack.
[I think that the Japanese men may assume that Jack is trying to be polite by saying what he thinks is “hello” or “good evening,” おはよう (ohayō), so they nod and smile, even though he’s saying “good morning.” The exchange may be a satirical comment on American monolingualism. That’s what I think. MD]
See also: Advertising: Types of Appeal TG 373
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