Altoids has a history of running outrageous ads. But this one, which appeared in a recent issue of the New Yorker, seems like a little too much to me.
On GNN, Gregoire writes:
On one level, the ad is clever and smart. It is one of a series in a clever campaign that emphasizes the new “hip” image Altoids is attempting to cultivate. What troubles me about this ad, however, is the way in which it contributes to the trivialization and banalization of the barbarity and brutality of torture. It is particularly poignant at this moment when reports of cruel abuse of illegally detained prisoners, sanctioned by the US government, are in the news nearly every day.
Russian, my ass. The ad’s language and iconography say “Nazi” to me.
I’m not usually the kind of person who likes to engage in dour, politically-correct critiques of pop culture, but I do find this ad disturbing. At best, it shows that torture has become trivialized in the public imagination. At worst, it shows that we have already forgotten.
13 Comments on "Altoids and Torture"
Dave:
I agree — mixing images of what is clearly a World War II era soldier’s outfit and torture doesn’t seem like a good thing for any product. The raised right hand seems to hurt the “Russian” argument a little also.
Pepper:
The marketing department would call that “edgy.” I say, “Couldn’t you people think of anything else?”
But when I first saw that headline, I was wondering if you just encountered an especially spicy Altoid!
Sir Oolius:
uhhm….I understand the argument you make, and I agree. However, the uniform looks more like STASI to me (hence also the German accent). One slight inconsistency is that she’d not wear the cross (shoulder) belt when wearing pants, but otherwise, it’s pretty much STASI.
Suzy Shedd:
I doubt I’d think torture was a great way to advertise at any time, but in view of what we know about Abu Ghraib and Guantanamo, this is especially inappropriate. It’s almost as though The Onion or SNL decided to spoof a real ad. Pepper’s right, their marketing department would call it “edgy” — and I’d call it OVER the edgy.
Neil Shakespeare:
So this is how the minds are running at the advertising agencies, eh? I can just hear the discussion:
“OK, we need to come up with something sexy for ‘Altoids’. Any ideas?
“Well, torture is popular nowdays. Bondage and sado-masochism are polling very well.
“Sex AND torture? Hmmm. I think you have something there! But how do we tie it in with a breath mint?
“Well, why don’t we have someone like…Lyndie Englund for example, um, saying to some Iraqi prisoner that she…let’s see…oh I know! That she won’t have the boys gang rape him if he has fresh breath!
“Brilliant!
The Heretik:
Irony sometimes cuts back on itself. She does look Russian to me. The hand looks particularly week in the way it is raised. Must wonder what they were thinking. Nice catch.
The Heretik:
FROM THE BLOG CAPITOL OF THE WORLD
PHILADELPHIA MAY BE THE BLOG CAPITOL OF THE WORLD. Besides the big dog Atrios, lots of others offer a good bite: ALL SPIN ZONE, CORRENTE, SUSIE MADRAK are all well known. This guy is a REGULAR READ and I
cookie:
I’m with Neil. I think it’s a play on S&M and how it’s nice to have curiously strong fresh breath while your lover is torturing you.
Or maybe the safe word is ‘Altoids’.
Mikhail:
For what it’s worth, it’s fuzzy reference to Ilsa: She Wolf of the SS. Why she’s supposed to be Russian, I don’t know. Nazis are much funnier.
Anita Job:
I am somewhat reluctant to report that I was just not offended by the ad. I think it is simply ridiculous, ridiculous enough to make me chuckle, a little. It reminds me of Col. Klink or some Jerry Lewis movie. To me it says nostalgic American comedy, making fun of Nazis (not making them or torture seem cool).
That said, I am not Jewish and I really have no idea what a Nazi uniform looks like, apart from vague remembrances from movies. I figured Sir Oolius was full of crap, as he often is, so I did a quick google image search. These things are not terribly reliable and I was surprised to find Deiter and his boot fetish, but it seems this is more likely a Stasi East German Uniform,
http://tinyurl.com/9mld9
Than a Nazi one…
http://tinyurl.com/dbuc8
If you believe that, what does the ad say? Commies are sexy? Not sure.
Anon:
Get a life people. It’s an image that reminds you more of action movies than the actual real thing.
anonymous:
Yes, dingii (the plural of dingus), it’s more reminiscent of James Bond or Sam Peckerpaw.
Undertaker:
Welcome to the United States Of The Offened,or should I say The Disgruntled States Of America get over it people its a fukin commercial,and the us hasent tortured any of those poor sand ppl,witch is worse having a dog bark at you while youre naked or having your head cut off.? and bdsm is awsome.and just so ppl know ‘m not a jerk . Have a nice day
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