Live With Culture Ads
I have to weigh in on this local debate around the new "Live With Culture" ads that are supposed to be "edgy" and encourage Americans to come to Toronto. Over the past few days, there has been a lot written in articles and blogs about how these ads - by comparing Toronto to places like New York, London, and Paris - perpetuate the idea that Toronto has no identity of its own. I agree that the ads promote that stereotype, but that's not what stood out the most to me.
And wasn't just that they're not edgy, funny, or remotely cool. They're embarrassing.
But worse, each ad features only straight, white couples! Is that representative of this city?! Or do the Live With Culture folks think we should only encourage straight, white couples to visit Toronto?
Is this what happens when the Harper government cuts the funding for promoting Canadian arts and culture outside of Canada?
To any American readers of this blog - we're not as goofy and generic as these ads in your "alternative weeklies" make us out to be! Don't let this ad campaign keep you away from Toronto...
argh.
posted by j-love @ 11:40 a.m.
3 comments
3 Comments:
You also must remember who is the target audience?....
White Americans middle aged who find these ads funny and will come spend their money in Toronto!
Sadly not caring about the arts and culture.
I find the ads funny...and Toronto needs the tourists!
Hey j.a. Long-time reader, first time comment(at)er.
I agree with you that these ads are wrong, and embarassing for an "alternative weekly", for so many reasons. Milktoast couples aside, I'm wondering what "live with culture" is supposed to mean exactly? Sounds to me like TO is teeming with bacteria. I'm thinking that kind of association is what put a major dent in TO's tourism industry in the first place.
Clearly, I need to move back there. Except I'm livin' in a pretty rockin' town right now that has no slogan, nor a plan to invent one, so far as I know.
Oh well. At least you no longer have Mel at the helm.
let's face it, most ads ARE generic. they want to reach the widest market which is probably not you or me or your friends. take heart. you don't want to be a part of genericland. it's a world we imagine but cannot inhabit.
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