The Personal History, Adventures, Experiences & Observations of Peter Leroy

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Topical Guide 442

peterleroy.substack.com
A Topical Guide to the Personal History

Topical Guide 442

Mark Dorset

Eric Kraft
Mar 2, 2023
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Topical Guide 442

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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

Have you missed an episode or two or several?

  • You can begin reading at the beginning or you can catch up by visiting the archive or consulting the index to the Topical Guide.

  • You can listen to the episodes on the Personal History podcast. Begin at the beginning or scroll through the episodes to find what you’ve missed.

  • You can listen to “My Mother Takes a Tumble” complete and uninterrupted as an audiobook through YouTube.

  • You can ensure that you never miss a future issue by getting a free subscription. (You can help support the work by choosing a paid subscription instead.)

  • At Apple Books you can download free eBooks of Little Follies and Herb ’n’ Lorna.

  • You’ll find overviews of the entire work in  An Introduction to The Personal History, Adventures, Experiences & Observations of Peter Leroy (a pdf document) and at Encyclopedia.com.

The serialization of The Personal History, Adventures, Experiences & Observations of Peter Leroy is supported by its readers. I sometimes earn affiliate fees when you click through the affiliate links in a post. EK
The illustration in the banner that opens each episode is from an illustration by Stewart Rouse that first appeared on the cover of the August 1931 issue of Modern Mechanics and Inventions.
www.erickraft.com
www.babbingtonpress.com

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Topical Guide 442

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