I found this excellent old ad for Budweiser.
First of all, I think this video is excellent.
Secondly, I think it does an excellent job at looking into the idea of stars and consumption, especially when we are talking about them as heroes. Frank Sinatra and Ed McMahon were and still are huge names. I think they display the exact idea of a hero that Dyer talks about from Lowenthal. They are models for the average person and people to be imitated. Even though it was unlikely that people watching that ad would be tied up by Indians and waiting for the Calvary, it is quite a model for going through hard times and being glad to have a Budweiser nearby (even just out of reach). The fact that the beer is just out of reach is interesting in itself because it creates a sense of need, which contributes the building spirit of consumption that 20th century capitalism moved towards. Like Lowenthal talked about, this ad shows us these imitable heroes by branding them as men who like Budweiser. It is a comfort, it is important in time of need, and it’s something to focus on when everything else is gone sideways. They like it.
I’d love to hear anyone else’s thoughts on the video!