Even metaphors must be aesthetic

Bulgarian television is currently running an advertisement for the Socialist Party in this weekend's parliamentary elections. The ad shows two conservative politicians in the foreground while behind them diverse objects are hacked to bits with an axe. The daily Dnevnik disapproves: "You've got to think about the aesthetic quality of these images. How an aeroplane, a nuclear power station and a pension are chopped to bits with an axe. It's only a metaphor, people from the propaganda department will say. Yes, of course, but even metaphors must be aesthetic and appropriate. Otherwise they can rapidly take on frightening overtones. Showing an axe hacking things apart on prime time television can convey a subliminal message, especially in a state whose shady past is littered with axe murders. Only three months ago a boy of 15 was killed in this way by a 19-year old."

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» To the complete press review of Friday, July 3, 2009