by J J Cohen
Chivalry is not dead. It is just spelled "CHIVAS" now. Other than that, fraternal bonds, code of courtesy that hides competition to be alpha male, patina of elegance masking murderous aggression, homoerotic saturation of all relevant imagery, and unbridled consumption of alcohol remain in place.
(thanks, Betsy McCormick!)
Thank goodness it's at least not tying those values to something I'd actually drink, is all I'm sayin'.
ReplyDeleteOk, and maybe I'll also say... how appropriate, since all those values are embodied in their national futbol team. *mutter mutter Maradona mmutter mutter Simeone mutter mutter*
On idealized chivalry and pop culture, you may be interested in the Chivalry Today podcast: http://chivalrytoday.com/. Yes, he moves mountains to smooth over violence and oppression, but host Scott Farrell presents his immaculately sanitized view of knightliness with an endearing gusto. Check out Episode #29 for an interview with the Chivas Regal marketing director.
ReplyDeleteNow THAT gets shown at the start of my class today, incidentally enough on chivalry in romance.
ReplyDeleteAnd for a surprisingly elegant Australian beer commercial in similar vein, there is also this.
ReplyDeleteStephanie, can I just say how much I love the word "gallantry"?
ReplyDeleteI should also note how much I love that the Chivas ad ends with a classic British twit overbite.
ReplyDeleteThat was absolutely adorable! Thank you so much, Stephanie!
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