Daily GUIDE-ance:

Saturday, January 30, 2010

Pleasure to Burn

Like, 5 or 6 years ago, when I had my finger on the pulse of cigarette advertisement trends (worked in a gas station) one of the foxy name brands- I think it was Camel- came out with a campaign where their cigarette packs all came with these kind of lame, retro 50's looking models, all with some slight nod to the present. One was a guy decked out to look like James Dean only he had a pager clipped to his belt. (yeah. I know. a pager? still pretty retro, really). Another was this dame in a poodle skirt serving up fastfood at a drive up, wearing roller blades.

Anyway, the tag line that appeared in red, flashy, slick lettering as the caption of each of these was: "Pleasure To Burn!"

A double reference, no doubt, meaning 1- lots and lots of pleasure and 2-burning camel brand cigarettes in your mouth.

What struck me then was: "Uhhh... I guess they don't get it? The Farenheit 451 reference?"

Opening line of Ray Bradbury's novel about a future where books are burned and thinking strongly discouraged:

It was a pleasure to burn.

It was a special pleasure to see things eaten, to see things blackened and changed. With the brass nozzle in his fists, with this great python spitting it's venomous kerosene upon the world...


Jess Newell said...

I've read part of Farenheit 451. it was pretty good. don't remember why I didnt finish it. I don't think very many people can come up with a phrase like that, maybe they did steal it from the book.

timpani76 said...

I forgot about that part of the book, since other parts stuck out more to me. Do you think they deliberately ripped it off? Or was it more a play on the phrase "they had money to burn"?

Renae said...

It would be a pleasure to burn your butt.