• TABLE OF CONTENT
    • the dreaming machine – issue number 12
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    • The dreaming machine – issue number 4
    • The dreaming machine – issue number 3
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    • The dreaming machine n 12
    • The dreaming machine n 11
    • The dreaming machine n 10
    • The dreaming machine n 9
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    • The dreaming machine n 7
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    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    The delicate hour of the birds among the branches – Poems by Melih Cevdet Anday (trans. Neil P. Doherty)

    Afro Women Poetry- SUDAN: Reem Yasir, Rajaa Bushara, Fatma Latif

    Afro Women Poetry- SUDAN: Reem Yasir, Rajaa Bushara, Fatma Latif

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    A flock of cardinals melted in the scarlet sky: Poems by Daryna Gladun

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    The wolf hour and other poems by Ella Yevtushenko

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Testing the worth of poetic bombshells – Four poems by Abdul Karim Al-Ahmad

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

  • Fiction
    Chapter ten, from”Come What May” by Ahmed Masoud

    Chapter ten, from”Come What May” by Ahmed Masoud

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    The Naked Shell of Aloneness – Kazi Rafi

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    The Shadow of a Shadow – Nandini Sahu

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Football is Life – Mojaffor Hossein

    Datura – Paulami Sengupta

    Datura – Paulami Sengupta

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Origin – 1. The House, at night, by Predrag Finci

    HOT MANGO CHUTNEY SAUCE – Farah Ahamed (from Period Matters)

    HOT MANGO CHUTNEY SAUCE – Farah Ahamed (from Period Matters)

    Take Note of the Sun Shining Within Twilight – Four Poems by Natalia Beltchenko

    BOW / BHUK – Parimal Bhattacharya

  • Non Fiction
    My Lover, My Body – Gonca Özmen, trans. by Neil P. Doherty

    My Lover, My Body – Gonca Özmen, trans. by Neil P. Doherty

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    A tribute to Carla Macoggi – An invitation to reading her novels, by Jessy Simonini

    A tribute to Carla Macoggi – An invitation to reading her novels, by Jessy Simonini

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    What Gets Read: How the Beats Caught on in Italy – Clark Bouwman

    What Gets Read: How the Beats Caught on in Italy – Clark Bouwman

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Of romantic love and its perils: The lyrics of the enigmatic Barbara Strozzi – Luciana Messina

  • Interviews & reviews
    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Paradoxes of misfits and wanderers: Modhura Bandyopadhyay reviews Stalks of Lotus

    Beauty and Defiance: Ukrainian contemporary paintings in Padua- Show organizer Liudmila Vladova Olenovych in conversation with Camilla Boemio

    Beauty and Defiance: Ukrainian contemporary paintings in Padua- Show organizer Liudmila Vladova Olenovych in conversation with Camilla Boemio

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    A preview of Greek poet Tsabika Hatzinikola’s second collection “Without Presence, Dreams Do Not Emerge”, by Georg Schaaf

    Ascension: A conversation with Matthew Smith

    Ascension: A conversation with Matthew Smith

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Of Concentric Storytelling, Footballs and the Shifting World

    Lexically Sugared Circuits of R/elation: A Conversation with Adeena Karasick

    Lexically Sugared Circuits of R/elation: A Conversation with Adeena Karasick

  • Out of bounds
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    • Intersections
    • Interviews and reviews
    • Non fiction
    • Poetry
    Camilla Boemio interviews Malaysian artist Kim Ng

    Poetic bridges and conversations: Icelandic, Kiswahili and English through three poems by Hlín Leifsdóttir

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Human Bestiary Series – Five Poems by Pina Piccolo

    Bear encounters in Italy:  Jj4, anthropomorphized nature and the dialectics of generations – Post by Maurizio Vitale (a.k.a. Jack Daniel)

    Bear encounters in Italy: Jj4, anthropomorphized nature and the dialectics of generations – Post by Maurizio Vitale (a.k.a. Jack Daniel)

    Chapter four from “La cena- Avanzi dell’ex Jugoslavia”, by Božidar Stanišić

    Chapter four from “La cena- Avanzi dell’ex Jugoslavia”, by Božidar Stanišić

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    A song of peace and other poems by Julio Monteiro Martins

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    I am the storm rattling iron door handles (Part I)- Poems by Michael D. Amitin

    Datura – Paulami Sengupta

    Datura – Paulami Sengupta

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Spirited away by the northern winds (Part I) – Poems by Marcello Tagliente

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Like a geological specimen in a darkened room: Two poems by Neil Davidson

  • News
    HAIR IN THE WIND – Calling on poets to join international project in solidarity with the women of Iran

    HAIR IN THE WIND – Calling on poets to join international project in solidarity with the women of Iran

    THE DREAMING MACHINE ISSUE N. 11 WILL BE OUT ON DEC. 10

    THE DREAMING MACHINE ISSUE N. 11 WILL BE OUT ON DEC. 10

    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)

  • Home
  • Poetry
    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    The delicate hour of the birds among the branches – Poems by Melih Cevdet Anday (trans. Neil P. Doherty)

    Afro Women Poetry- SUDAN: Reem Yasir, Rajaa Bushara, Fatma Latif

    Afro Women Poetry- SUDAN: Reem Yasir, Rajaa Bushara, Fatma Latif

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    A flock of cardinals melted in the scarlet sky: Poems by Daryna Gladun

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    The wolf hour and other poems by Ella Yevtushenko

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Testing the worth of poetic bombshells – Four poems by Abdul Karim Al-Ahmad

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

  • Fiction
    Chapter ten, from”Come What May” by Ahmed Masoud

    Chapter ten, from”Come What May” by Ahmed Masoud

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    The Naked Shell of Aloneness – Kazi Rafi

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    The Shadow of a Shadow – Nandini Sahu

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Football is Life – Mojaffor Hossein

    Datura – Paulami Sengupta

    Datura – Paulami Sengupta

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Origin – 1. The House, at night, by Predrag Finci

    HOT MANGO CHUTNEY SAUCE – Farah Ahamed (from Period Matters)

    HOT MANGO CHUTNEY SAUCE – Farah Ahamed (from Period Matters)

    Take Note of the Sun Shining Within Twilight – Four Poems by Natalia Beltchenko

    BOW / BHUK – Parimal Bhattacharya

  • Non Fiction
    My Lover, My Body – Gonca Özmen, trans. by Neil P. Doherty

    My Lover, My Body – Gonca Özmen, trans. by Neil P. Doherty

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    A tribute to Carla Macoggi – An invitation to reading her novels, by Jessy Simonini

    A tribute to Carla Macoggi – An invitation to reading her novels, by Jessy Simonini

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    In memoriam – Swimming in the Tigris, Greenford: The Poetical Journey of Fawzi Karim, by Marius Kociejowski

    What Gets Read: How the Beats Caught on in Italy – Clark Bouwman

    What Gets Read: How the Beats Caught on in Italy – Clark Bouwman

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Of romantic love and its perils: The lyrics of the enigmatic Barbara Strozzi – Luciana Messina

  • Interviews & reviews
    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Paradoxes of misfits and wanderers: Modhura Bandyopadhyay reviews Stalks of Lotus

    Beauty and Defiance: Ukrainian contemporary paintings in Padua- Show organizer Liudmila Vladova Olenovych in conversation with Camilla Boemio

    Beauty and Defiance: Ukrainian contemporary paintings in Padua- Show organizer Liudmila Vladova Olenovych in conversation with Camilla Boemio

    Remembering Carla Macoggi: Excerpts from “Kkeywa- Storia di una bambina meticcia” and “Nemesi della rossa”

    A preview of Greek poet Tsabika Hatzinikola’s second collection “Without Presence, Dreams Do Not Emerge”, by Georg Schaaf

    Ascension: A conversation with Matthew Smith

    Ascension: A conversation with Matthew Smith

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Of Concentric Storytelling, Footballs and the Shifting World

    Lexically Sugared Circuits of R/elation: A Conversation with Adeena Karasick

    Lexically Sugared Circuits of R/elation: A Conversation with Adeena Karasick

  • Out of bounds
    • All
    • Fiction
    • Intersections
    • Interviews and reviews
    • Non fiction
    • Poetry
    Camilla Boemio interviews Malaysian artist Kim Ng

    Poetic bridges and conversations: Icelandic, Kiswahili and English through three poems by Hlín Leifsdóttir

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Human Bestiary Series – Five Poems by Pina Piccolo

    Bear encounters in Italy:  Jj4, anthropomorphized nature and the dialectics of generations – Post by Maurizio Vitale (a.k.a. Jack Daniel)

    Bear encounters in Italy: Jj4, anthropomorphized nature and the dialectics of generations – Post by Maurizio Vitale (a.k.a. Jack Daniel)

    Chapter four from “La cena- Avanzi dell’ex Jugoslavia”, by Božidar Stanišić

    Chapter four from “La cena- Avanzi dell’ex Jugoslavia”, by Božidar Stanišić

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    A song of peace and other poems by Julio Monteiro Martins

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    I am the storm rattling iron door handles (Part I)- Poems by Michael D. Amitin

    Datura – Paulami Sengupta

    Datura – Paulami Sengupta

    Overturning planes in the labyrinth – Four poems by Rita Degli Esposti

    Spirited away by the northern winds (Part I) – Poems by Marcello Tagliente

    Pioneer’s Portrait: How Voltaire Contributed to Comparative Literature, by Razu Alauddin    

    Like a geological specimen in a darkened room: Two poems by Neil Davidson

  • News
    HAIR IN THE WIND – Calling on poets to join international project in solidarity with the women of Iran

    HAIR IN THE WIND – Calling on poets to join international project in solidarity with the women of Iran

    THE DREAMING MACHINE ISSUE N. 11 WILL BE OUT ON DEC. 10

    THE DREAMING MACHINE ISSUE N. 11 WILL BE OUT ON DEC. 10

    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)

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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 27, 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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HAIR IN THE WIND – Calling on poets to join international project in solidarity with the women of Iran
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HAIR IN THE WIND we  invite all poets from all countries to be part of the artistic-poetic performance HAIR IN...

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  • THE DREAMING MACHINE
    • The dreaming machine n 12
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    • The dreaming machine n 8
    • The dreaming machine n 7
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  • TABLE OF CONTENTS
    • the dreaming machine – issue number 12
    • The dreaming machine – issue number 11
    • The dreaming machine – issue number 10
    • The dreaming machine – issue number 9
    • The dreaming machine – issue number 8
    • The dreaming machine – issue number 7
    • The dreaming machine – issue number 6
    • The dreaming machine – issue number 5
    • The dreaming machine – issue number 4
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