Word: glenlivet
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Dates: during 1980-1989
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Another ad in this vein epitomizes the bizarre uses of literature as a commodity. It advertises Glenlivet, a brand of whisky. The ad portrays a tiny man climbing up on a bookshelf trying to reach a bottle of Glenlivet which has been lined up with leather-bound books and which, with its elegant, dark green bottle and carefully calligraphied label, fits right in. The books on the shelf have strange titles like Size Dification in Humans and The Case of the Shrinking...
...copy underneath this practically inexplicable visual reads "The Glenlivet. Just Slightly Out of Reach." The effect is to emphasize that this type of whiskey is too prestigious, too refined, for mere mortals who are puny and insignificant compared to the grandeur of Glenlivet whiskey. The allure of the unachieveable that the ad plays on is linked with the books that accompany the whiskey on the shelf. These books have an offputting, "artsy" exterior, not to mention that each title remarks on the diminishing stature of humans...