Tuesday, October 06, 2009

Chivalry, Modern Version

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!)

7 comments:

Another Damned Medievalist said...

Thank goodness it's at least not tying those values to something I'd actually drink, is all I'm sayin'.


Ok, 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*

Rob Wakeman said...

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.

RR said...

Now THAT gets shown at the start of my class today, incidentally enough on chivalry in romance.

Stephanie Trigg said...

And for a surprisingly elegant Australian beer commercial in similar vein, there is also this.

Rob Barrett said...

Stephanie, can I just say how much I love the word "gallantry"?

Rob Barrett said...

I should also note how much I love that the Chivas ad ends with a classic British twit overbite.

anna klosowska said...

That was absolutely adorable! Thank you so much, Stephanie!