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Issue 8/2008, April 10 2008 (No. 258)

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ISSUE 008-08:




Turn the world into your playing field.

Edward Tising

I sometimes thoroughly read a national newspaper which is directed not only at poor devils like me, but also especially at members of the upper well-off classes. The advertisements in that newspaper also promote products which only few people are able to afford. Advertising for luxury products is usually not published on posters at bus stops or in local newspapers. So you don't see at every bus stop which desire the manufacturers of luxury products want to evoke in the minds of wealthy potential customers.
In the aforementioned national newspaper I saw an advertisement for luxury sports cars. The advertisement basically consisted of three parts.There was a large photograph, quite a lot of text and a detailed footnote.
The picture showed four luxury sports cars, which were parked in the foreground of an absolutely flat, white, empty plain which stretched almost to infinity. No tree, no strub, no blade of grass, no river, no beast, no person, no road and also speed limit sign was to be seen. Blue mountains, which seemed to be very far away, marked the boundary of the plains.
By the account of the manufacturer three cars were really photographed on a salt lake in North America. One car was added by photomontage. The cars were photographed from a distance of some meters and from a raised viewpoint. So the cars looked a little bit like toy cars which had been put down in a fantasy landscape by chance and then had been forgotten. I thought, that the landscape was a frozen wilderness, before I informed myself about the making of the photograph.
The detailed text below the picture expounded the corporate philosophy. It was especially stressed, that the company was successful, unconventional, innovative and driven by enthusiasm for techonolgy. Efficiency and environmentalism were also declared as goals of the company. Prices and technical features weren't mentioned.
Empty advertising poster frame on a switch box
Empty advertising poster frame on a switch box
The footnote contained details about the fuel consumption and the CO2 emission of those four sports cars. The fuel consumption (average of urban cycle and extra-urban cycle consumption) was between about nine and about fourteen litres per hundred kilometres (according to each car model). The CO2 emission was between 222 grams and 332 grams per kilometre (according to each car model).
(My wife Christine helped me to translate the text. Thanks.)

Please also read Signs of upheaval (7)

Please also read Charlie Dittmeier's report (March 31 2008) about the rapid automobilization of the very small upper strata in Cambodia. The link leads to the latest entry of the diary. Please scroll down if necessary.

The international poster organisation Loesje has started a project to train young people from all over Europe and Asia in how to organise and coordinate information campaigns about the Millennium Development Goals. These goals are set by the United Nations to fight poverty and to improve living standards world wide.

Klein Mexiko welcomes your response to any article. Please send e-mail to info@kleinmexiko.de

Next issue 'The Daily Groove'
on Thursday, April 24 2008

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Please also read Cats Talk (38)

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