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    • The dreaming machine – issue number 7
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  • Poetry
    In Memoriam Lawrence Ferlinghetti – Three poems: Pity the Nation, Cries of Animals Dying, The History of the Airplane

    In Memoriam Lawrence Ferlinghetti – Three poems: Pity the Nation, Cries of Animals Dying, The History of the Airplane

    Like a shadow on an expanse of water –  Five Russian Nature and Philosophical Poems from “Natura d’altri mondi” (Giraldi 2020), ed. by Vasily Biserov

    Like a shadow on an expanse of water – Five Russian Nature and Philosophical Poems from “Natura d’altri mondi” (Giraldi 2020), ed. by Vasily Biserov

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. Part II by Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. Part II by Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. PART I, by  Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. PART I, by Encyclopedic Poetry School

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    On the tip of her voice a library alive – Six Poems by Gonca Özmen, trans. from Turkish by Neil P. Doherty

    I have gone too far inside a dream – Poems by Animikh Patra for Villa Romana

    I have gone too far inside a dream – Poems by Animikh Patra for Villa Romana

  • Fiction
    POEMS FOR PEACE, by Hamid Barole Abdu

    from The Widows Series – “Claude”, “Cargo”, “Etc.” – Three Unpublished Short-Stories by Lynne Knight

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    I Want to Be Loved, a New Story by Mia Funk

    Man Ray’s Lips, a new story by Mia Funk

    Man Ray’s Lips, a new story by Mia Funk

    POEMS FOR PEACE, by Hamid Barole Abdu

    A Child of Snow, a new story by Mia Funk

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    The Vulture- by Hasan Azizul Huq, trans. by Bhaskar Chattopadhyay

    “War and Peace”, Short Story by Mario Benedetti, with Introduction by Clark Bouwman

    “War and Peace”, Short Story by Mario Benedetti, with Introduction by Clark Bouwman

    “Sofía, qué soñaste?” – Vignette from Sonia Gutiérrez’s “Dreaming with Mariposas”

    “Sofía, qué soñaste?” – Vignette from Sonia Gutiérrez’s “Dreaming with Mariposas”

    DIARY OF A DANCING DREAMER IN THE STREETS OF BERLIN – Giulia Marchetti

    DIARY OF A DANCING DREAMER IN THE STREETS OF BERLIN – Giulia Marchetti

    WAITING FOR THE DARK, by Mia Funk

    WAITING FOR THE DARK, by Mia Funk

  • Non Fiction
    Brigada Dignidad: A Health Team Healing the Wounded by the Police in Santiago, Chile – Ximena Soza

    Brigada Dignidad: A Health Team Healing the Wounded by the Police in Santiago, Chile – Ximena Soza

    Time to Transition: Essay by Clarissa Clò,  Image and Document Galleries from the Grassroots Movements, by Barbara Ofosu-Soumah and Marina Romani

    Time to Transition: Essay by Clarissa Clò, Image and Document Galleries from the Grassroots Movements, by Barbara Ofosu-Soumah and Marina Romani

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    COMEDY AND CHILDHOOD. A conversation between Dario Fo and Walter Valeri

    All About EY – Musings about Literature, the Short Story and the Current State of Literary Affairs –  by Shajil Anthru

    All About EY – Musings about Literature, the Short Story and the Current State of Literary Affairs – by Shajil Anthru

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    People Die, Not From Old Age or War or Disease – But from Disappointment, by séamas carraher

  • Interviews & reviews
    Writing “Andolo, the Talented Albino” –  An Interview with Cameroonian Author Nsah Mala, by Pina Piccolo

    Writing “Andolo, the Talented Albino” – An Interview with Cameroonian Author Nsah Mala, by Pina Piccolo

    POEMS FOR PEACE, by Hamid Barole Abdu

    “Pretending to Be Healthy” Gin Angri’s Photo- Essay from Como (Italy)

    Prima il Punto – Christine Maigne interviewed by Camilla Boemio

    Prima il Punto – Christine Maigne interviewed by Camilla Boemio

    POEMS FOR PEACE, by Hamid Barole Abdu

    Mia Funk Interviews Photographer Mark Seliger

    POEMS FOR PEACE, by Hamid Barole Abdu

    Photographer Marilyn Minter Interviewed by Mia Funk

    Mia Funk Interviews Novelist Viet Thanh Nguyen

    Mia Funk Interviews Novelist Viet Thanh Nguyen

  • Out of bounds
    • All
    • Fiction
    • Intersections
    • Interviews and reviews
    • Non fiction
    • Poetry
    POEMS FOR PEACE, by Hamid Barole Abdu

    Here comes the voice – Poems by Antonio Merola

    POEMS FOR PEACE, by Hamid Barole Abdu

    Many Disoriented Small Migrations- Poems by Jean-Charles Vegliante

    POEMS FOR PEACE, by Hamid Barole Abdu

    Embraces on hold till a magic clock-strike twelve – Five Poems by Michael D. Amitin

    A GLOBAL ART PROJECT PROSPECTUS / DESCRIPTION / HISTORY: toward international collaborative activity, by Carl Heyward

    A GLOBAL ART PROJECT PROSPECTUS / DESCRIPTION / HISTORY: toward international collaborative activity, by Carl Heyward

    “Through the Fluid Mosaic” – Following Maica Gugolati though the Permeable Borders of the  Art Exhibition

    “Through the Fluid Mosaic” – Following Maica Gugolati though the Permeable Borders of the Art Exhibition

    Ghayath Almadhoun’s “Evian” Wins the 2020 Poetry Film Zebra Award

    Ghayath Almadhoun’s “Evian” Wins the 2020 Poetry Film Zebra Award

    “Ladri di denti” (Tooth Thieves) – Candice Whitney Reviews Djarah Kan’s Latest Short-Story Collection

    “Ladri di denti” (Tooth Thieves) – Candice Whitney Reviews Djarah Kan’s Latest Short-Story Collection

    POEMS FOR PEACE, by Hamid Barole Abdu

    The thankless parables – Poems by Sudip Chattopadhyay

    Curator Hans-Ulrich Obrist Interviewed by Mia Funk

    Curator Hans-Ulrich Obrist Interviewed by Mia Funk

  • News
    RUCKSACK – GLOBAL POETRY PATCHWORK PROJECT

    RUCKSACK – GLOBAL POETRY PATCHWORK PROJECT

    REFUGEE TALES July 3-5:  Register for a Walk In Solidarity with Refugees, Asylum Seekers and Detainees

    REFUGEE TALES July 3-5: Register for a Walk In Solidarity with Refugees, Asylum Seekers and Detainees

    IL BIANCO E IL NERO – LE PAROLE PER DIRLO, Conference Milan Sept. 7

    IL BIANCO E IL NERO – LE PAROLE PER DIRLO, Conference Milan Sept. 7

    OPEN POEM TO THE CURATORS OF THE 58th VENICE BIENNALE  FROM THE GHOSTS OF THAT RELIC YOU SHOULD NOT DARE CALL “OUR BOAT” (Pina Piccolo)

    OPEN POEM TO THE CURATORS OF THE 58th VENICE BIENNALE FROM THE GHOSTS OF THAT RELIC YOU SHOULD NOT DARE CALL “OUR BOAT” (Pina Piccolo)

    OPEN LETTER BY A GROUP OF BLACK ITALIAN WOMEN

    OPEN LETTER BY A GROUP OF BLACK ITALIAN WOMEN

    Crowdfunding for [DI]SCORDARE project

    Crowdfunding for [DI]SCORDARE project

  • Home
  • Poetry
    In Memoriam Lawrence Ferlinghetti – Three poems: Pity the Nation, Cries of Animals Dying, The History of the Airplane

    In Memoriam Lawrence Ferlinghetti – Three poems: Pity the Nation, Cries of Animals Dying, The History of the Airplane

    Like a shadow on an expanse of water –  Five Russian Nature and Philosophical Poems from “Natura d’altri mondi” (Giraldi 2020), ed. by Vasily Biserov

    Like a shadow on an expanse of water – Five Russian Nature and Philosophical Poems from “Natura d’altri mondi” (Giraldi 2020), ed. by Vasily Biserov

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. Part II by Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. Part II by Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. PART I, by  Encyclopedic Poetry School

    FEATURED PROJECT: From a Menu of Distinctively Flavored Tea Poems. PART I, by Encyclopedic Poetry School

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    On the tip of her voice a library alive – Six Poems by Gonca Özmen, trans. from Turkish by Neil P. Doherty

    I have gone too far inside a dream – Poems by Animikh Patra for Villa Romana

    I have gone too far inside a dream – Poems by Animikh Patra for Villa Romana

  • Fiction
    POEMS FOR PEACE, by Hamid Barole Abdu

    from The Widows Series – “Claude”, “Cargo”, “Etc.” – Three Unpublished Short-Stories by Lynne Knight

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    I Want to Be Loved, a New Story by Mia Funk

    Man Ray’s Lips, a new story by Mia Funk

    Man Ray’s Lips, a new story by Mia Funk

    POEMS FOR PEACE, by Hamid Barole Abdu

    A Child of Snow, a new story by Mia Funk

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    The Vulture- by Hasan Azizul Huq, trans. by Bhaskar Chattopadhyay

    “War and Peace”, Short Story by Mario Benedetti, with Introduction by Clark Bouwman

    “War and Peace”, Short Story by Mario Benedetti, with Introduction by Clark Bouwman

    “Sofía, qué soñaste?” – Vignette from Sonia Gutiérrez’s “Dreaming with Mariposas”

    “Sofía, qué soñaste?” – Vignette from Sonia Gutiérrez’s “Dreaming with Mariposas”

    DIARY OF A DANCING DREAMER IN THE STREETS OF BERLIN – Giulia Marchetti

    DIARY OF A DANCING DREAMER IN THE STREETS OF BERLIN – Giulia Marchetti

    WAITING FOR THE DARK, by Mia Funk

    WAITING FOR THE DARK, by Mia Funk

  • Non Fiction
    Brigada Dignidad: A Health Team Healing the Wounded by the Police in Santiago, Chile – Ximena Soza

    Brigada Dignidad: A Health Team Healing the Wounded by the Police in Santiago, Chile – Ximena Soza

    Time to Transition: Essay by Clarissa Clò,  Image and Document Galleries from the Grassroots Movements, by Barbara Ofosu-Soumah and Marina Romani

    Time to Transition: Essay by Clarissa Clò, Image and Document Galleries from the Grassroots Movements, by Barbara Ofosu-Soumah and Marina Romani

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    COMEDY AND CHILDHOOD. A conversation between Dario Fo and Walter Valeri

    All About EY – Musings about Literature, the Short Story and the Current State of Literary Affairs –  by Shajil Anthru

    All About EY – Musings about Literature, the Short Story and the Current State of Literary Affairs – by Shajil Anthru

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    Days in Kolkata: a Photo Gallery by Sumana Mitra

    People Die, Not From Old Age or War or Disease – But from Disappointment, by séamas carraher

  • Interviews & reviews
    Writing “Andolo, the Talented Albino” –  An Interview with Cameroonian Author Nsah Mala, by Pina Piccolo

    Writing “Andolo, the Talented Albino” – An Interview with Cameroonian Author Nsah Mala, by Pina Piccolo

    POEMS FOR PEACE, by Hamid Barole Abdu

    “Pretending to Be Healthy” Gin Angri’s Photo- Essay from Como (Italy)

    Prima il Punto – Christine Maigne interviewed by Camilla Boemio

    Prima il Punto – Christine Maigne interviewed by Camilla Boemio

    POEMS FOR PEACE, by Hamid Barole Abdu

    Mia Funk Interviews Photographer Mark Seliger

    POEMS FOR PEACE, by Hamid Barole Abdu

    Photographer Marilyn Minter Interviewed by Mia Funk

    Mia Funk Interviews Novelist Viet Thanh Nguyen

    Mia Funk Interviews Novelist Viet Thanh Nguyen

  • Out of bounds
    • All
    • Fiction
    • Intersections
    • Interviews and reviews
    • Non fiction
    • Poetry
    POEMS FOR PEACE, by Hamid Barole Abdu

    Here comes the voice – Poems by Antonio Merola

    POEMS FOR PEACE, by Hamid Barole Abdu

    Many Disoriented Small Migrations- Poems by Jean-Charles Vegliante

    POEMS FOR PEACE, by Hamid Barole Abdu

    Embraces on hold till a magic clock-strike twelve – Five Poems by Michael D. Amitin

    A GLOBAL ART PROJECT PROSPECTUS / DESCRIPTION / HISTORY: toward international collaborative activity, by Carl Heyward

    A GLOBAL ART PROJECT PROSPECTUS / DESCRIPTION / HISTORY: toward international collaborative activity, by Carl Heyward

    “Through the Fluid Mosaic” – Following Maica Gugolati though the Permeable Borders of the  Art Exhibition

    “Through the Fluid Mosaic” – Following Maica Gugolati though the Permeable Borders of the Art Exhibition

    Ghayath Almadhoun’s “Evian” Wins the 2020 Poetry Film Zebra Award

    Ghayath Almadhoun’s “Evian” Wins the 2020 Poetry Film Zebra Award

    “Ladri di denti” (Tooth Thieves) – Candice Whitney Reviews Djarah Kan’s Latest Short-Story Collection

    “Ladri di denti” (Tooth Thieves) – Candice Whitney Reviews Djarah Kan’s Latest Short-Story Collection

    POEMS FOR PEACE, by Hamid Barole Abdu

    The thankless parables – Poems by Sudip Chattopadhyay

    Curator Hans-Ulrich Obrist Interviewed by Mia Funk

    Curator Hans-Ulrich Obrist Interviewed by Mia Funk

  • News
    RUCKSACK – GLOBAL POETRY PATCHWORK PROJECT

    RUCKSACK – GLOBAL POETRY PATCHWORK PROJECT

    REFUGEE TALES July 3-5:  Register for a Walk In Solidarity with Refugees, Asylum Seekers and Detainees

    REFUGEE TALES July 3-5: Register for a Walk In Solidarity with Refugees, Asylum Seekers and Detainees

    IL BIANCO E IL NERO – LE PAROLE PER DIRLO, Conference Milan Sept. 7

    IL BIANCO E IL NERO – LE PAROLE PER DIRLO, Conference Milan Sept. 7

    OPEN POEM TO THE CURATORS OF THE 58th VENICE BIENNALE  FROM THE GHOSTS OF THAT RELIC YOU SHOULD NOT DARE CALL “OUR BOAT” (Pina Piccolo)

    OPEN POEM TO THE CURATORS OF THE 58th VENICE BIENNALE FROM THE GHOSTS OF THAT RELIC YOU SHOULD NOT DARE CALL “OUR BOAT” (Pina Piccolo)

    OPEN LETTER BY A GROUP OF BLACK ITALIAN WOMEN

    OPEN LETTER BY A GROUP OF BLACK ITALIAN WOMEN

    Crowdfunding for [DI]SCORDARE project

    Crowdfunding for [DI]SCORDARE project

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Home Non Fiction

Overcoming Sales Resistance: the Fiendish Brilliance of TV Advertising – Clark Bouwman

How to create a market for a perceived notion of real masculinity

May 1, 2019
in Non Fiction, The dreaming machine n 4
The Art of the Brush and the Way of the Needle- Works by Hassan Vahedi and Seyed Mojtaba Vahedi
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Overcoming Sales Resistance: Erectile “Dysfunction” and the Fiendish Brilliance of TV Advertising – Clark Bouwman

Do drugs that treat erectile “dysfunction” serve a legitimate medical purpose? As a man settling into my 6th decade of life, I’m still agnostic on this question. But obviously, there can be no doubt how the television ads for these products would wish us to answer it.

 

In 2012, I began to notice a television commercial for Viagra that brilliantly countered the product resistance within the marketing target: men, like myself in their later years. In so doing, these commercials revealed some important truths about what we as men value and how we want to think of ourselves.

 

The commercial can be found on YouTube

https://www.youtube.com/watch?v=y1ZqQ55T25c, but perhaps you remember it.

 

A man in his late 50s with a certain rough-hewn virility is sailing alone. A sinuously driving blues lick plays in the background. As the late afternoon sun sparkles on the waves, something comes loose from the back-end of the boat’s boom, allowing the mainsail to lose its taut fullness and begin to luff. The man notices the problem, removes the belt from a life preserver, and begins to rig some kind of temporary control of his mainsail.

 

As the guy works, a narrator talks to us: “You’ve reached the age where you you’ve learned a thing or two. This is the age of knowing what needs to be done. So why would you let something like erectile dysfunction get in your way?”

 

 Now, the sail is taut again, and his boat, healing slightly, has regained its momentum and is slicing steadily through the waves. The mountains that ring the bay loom up big and dark as the sun slides toward them. Cut to the man walking down a pier in the failing light, his boat safely tied. Soon, he stands before a house, smiling faintly, expectantly. One light glows from behind a curtain in an upstairs room. Product name appears above the house.  

 

What I admire about this ad as a piece of propaganda is its profound insight into why men might resist the notion of erectile “dysfunction” treatments. For some men – and I count myself in this group –the idea of taking a pill to restore their sex drive feels like … well, a kind of cheating. For us, a declining libido is just another aspect of the aging process, one that we do not relish but feel obliged to accept.

 

What’s equally impressive about the ad is its shrewdness in countering this resistance with a deeply appealing message. The message is this: taking Viagra or any other erectile “dysfunction” drug is no more cheating than is jerry-rigging a mainsheet on a sailboat. When we use Viagra, we are simply using our masculine ingenuity and resourcefulness to solve a problem. And we men in our 60s are still good at that!

 

As appealing as its imagery is, the ad hasn’t changed my suspicion that erectile “dysfunction” is a manufactured problem (Oh, what a stroke of brilliance it was to coin that term, and then to get the medical field to adopt it!). But, of course, the advertising industry doesn’t need to change my beliefs – behavior is what counts. And despite my principles, it’s even possible that sometime in the not too distant future, I could find myself in the drug store with a prescription to rig myself a chemical erection. Who knows what types of dementia may have ravaged my mind by then?  An even more brilliant and fiendish commercial could yet convince me and my doctor that it is better to do “what needs to be done” than to accept what needs to be accepted.

 

 

Clark Bouwman is a poet and essayist whose work has appeared in Minimus, The Takoma Voice, and The Washington City Paper.  He and his wife Cristina recently relocated to the San Francisco bay area from Chevy Chase, Maryland to be near their extended family. He is working on a blog of essays, which he plans to launch in the fall of 2019.

 

 

 

 

 

 

 

Cover image: Painting by Hassan Vahedi.

 

 

 

Tags: advertisingClark Bouwmanmenpharmaceutical indudtrypropagandaresistance to advertisingstrategiestarget audienceTelevisionTV advertising

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© 2019 thedreamingmachine.com

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  • THE DREAMING MACHINE
    • The dreaming machine n 7
    • The dreaming machine n 6
    • The dreaming machine n 5
    • The dreaming machine n 4
    • The dreaming machine n 3
    • The dreaming machine n 2
    • The dreaming machine n 1
  • TABLE OF CONTENTS
    • The dreaming machine – issue number 7
    • The dreaming machine – issue number 6
    • The dreaming machine – issue number 5
    • The dreaming machine – issue number 4
    • The dreaming machine – issue number 3
    • The dreaming machine – issue number 2
    • The dreaming machine – issue number 1
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