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Is it less intelligent to like popular culture?

Is it less intelligent to like popular culture?

sapir college 2

With these ads for an Israeli public college, you are asked to choose whether you will be defined as an outrageous pop star or troubled author.

Or, between another outrageous pop star and a famous victim of French antisemitism:

sapir college

It’s a funny juxtaposition, and may appeal to some youth. But it’s really a false dichotomy. I suppose the ads could be read as “if you only know popular culture, and don’t have a broader education, people will see you as shallow.”

if you only know popular culture, and don't have a broader education, people will see you as shallow. Click To Tweet

Hmmm… I’ve read Kafka, and I thought “Bad Romance” was a pretty cool song (and video). And while I’m not a fan of Miley Cyrus’ music, I appreciate her bizarre celebrity efforts to promote LGBT rights, pot decriminalization, and equal nudity lawsThe Dreyfus Affair was a much more historically important event than Miley posting nude photos on Instagram, but it seems to me that modern culture is a pretty big tent.  (Hell, it’s more of a big top.)

One thing the two ads have in common is that both representatives of an educated worldview are famous 19th-20th Century European Jewish men, while those standing for shallow culture are 21st Century American women with Christian backgrounds. But I think this has more to do with Israeli students getting a better understanding of global Jewish history than any hint of Shiksa-shaming.

Ads by McCann, Tel-Aviv
Via Ads Of The World

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more
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