Levitra

Why can't life be like a Fram oil filter?

Back in the 1970s and 1980s, characters on shows like Happy Days would drink from plain tins labeled "Soda" or "Beer." But by virtue of the feverish branding of everything short of Colin Farrell's genitals (although the buzz is that his left testicle is in talks with United Airlines), products and logos are now an integral part of the pop-culture furniture - and that's the central impediment to the success of product placement.

The neon Bud sign, like so many other corporate symbols, has been branded into our brains.

So when it pops up in Brokeback Mountain, it doesn't register or make an impact.

Like trees on a mountainside or ex-wives on a Billy Bob Thornton, it's now just another part of the scenery.

To comment, email letters@macleans.caTo contact the writer, email sfeschuk@sympatico.ca Copyright by Rogers Media Inc.

May not be reprinted or republished without permission.

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