Friday, January 16, 2009

Mr. T's Homophobic Mars Chocolate Commercial

A friend alerted me to the controversy that has (rightly) erupted in the UK following the airing of a Mars chocolate ad featuring the man who never goes out of style, Mr T. (see the ad, above) If you cut and paste the url below you can read the TMZ story about this brouhaha.

Since I am equally as juvenile as the advertising creatives that conceived the ad, I could not resist the thought of another reaction to the ad: the "academented" one.

This is so problematic, in so many ways, swishy walk, 1970s aerobic short shorts, a cannon aimed at a backside, the nuts in the chocolate....and SO SUBTLE too, you really need a PhD in Semiotics from Brown to figure out the nuances behind the textual and visual tropes, I am impressed that TMZ parsed the subtext so ably and then explicated it to the un-schooled audience. Is somebody going to give a paper at the MLA about this? "Aiming the Can(n)on: Mr T's Nuts, Subaltern Mimicry and Queer Minstrelsy"

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