In 2007 Steinlager, a beer company from New Zealand, released a "deliver me" ad. It has some surprising themes, but I'll let you watch it before I comment on it:
To sum up: a young white man is inspired toward a quiet masculine strength through the example of his father. This young man is connected to his identity, he "knows who he is".
The portrayal of race in the ad goes against the usual trend. Usually when the interaction of whites and blacks is portrayed in the media there is an emphasis on white guilt or black coolness. But in this case the black fighter is portrayed as being too loudly aggressive, too "in your face".
I wouldn't want every ad to have that particular slant - my trad instincts are to want blacks to find their place in the world as well. But it's refreshing to have the better qualities of young white men portrayed in the media.
The ad shows what might be done in a more traditionalist minded community. The media could be used to inspire us to be the best of who we are and to be strong in our identity.
(Hat tip: Social Pathologist)
Monday, June 24, 2013
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