Amen to that Alan!!! :)
LG
From: [EMAIL PROTECTED]
To: [EMAIL PROTECTED], 313@hyperreal.org
Subject: Re: [313] Ford and Atkins
Date: Mon, 13 Nov 2000 15:05:10 EST
In a message dated 11/13/00 12:15:35 PM, [EMAIL PROTECTED] writes:
<< I was watching fox too. The commercial's end disturbed me a bit:
DETROIT TECHNO
FORD FOCUS (or whatever)
Not to go all Roland Barthes on you but the commercial pretty transparently
tries to take the sign 'DETROIT TECHNO' and assign a new meaning to it,
namely
a FORD Automobile.
Most people don't even know what the first meaning of it is, let alone any
new one.
It was another example as well of a commercial with an 'in' joke. The
association of the car with Detroit Techno at the end only works, or works
best, if you know that it's a Juan Atkins track. Otherwise, it's just
another
anonymous dance track.
>>
Damn, Kent, why can't you just be glad that Ford is using Juan's music in a
MAJOR commercial, and hopefully paying him accordingly ???
That kind of mass recognition is long past due for the Godfather of Techno.
And isn't it the POINT that you're gratified by knowing it's Juan's track
underneath the commercial and the masses don't ? Would you be more happy if
they were using a Crystal Method or Fatboy Slim or Moby track like they do
everything else? Dang, let the man have his due, for God's sakes.
Alan Oldham via Glyph1001
(couldn't resist, dammit)
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