By Tim Willette
In 1957 the Brazilian visual poet Décio Pignatari turned a famous marketing slogan against itself by manipulating the Portuguese translation of “Enjoy Coca-Cola” into repulsive word-shapes like “drool” and “cesspool.” Pignatari’s work has been on my mind recently, ever since a peculiar ad campaign for Snickers candy bars hit town.
The concept is simple enough: invent new, hunger-inducing words from pieces of other words and deploy them in Snickers’s iconic font, thereby inspiring the target with an irresistible desire to buy and eat delicious Snickers candy. For whatever reason the bright lights at Snickers settled on using CTA buses to carry their neologism-ads to Chicagoans. I’d like to have been a fly on the wall at that meeting. (“Hey, buses are kind of shaped like Snickers bars! And our research indicates 73% of commuters eat candy!”)
A week ago I encountered my first Snickword, “PEANUTOPOLIS,” rolling its way down Milwaukee Avenue. This seemed like a cruel method of transporting the mentally ill – Nuthouse Express, please watch your step! – but the passengers looked comfortable with it. Actually, my opening impression was that “PEANUTOPOLIS” was as good a description as any for our schizophrenically-run city on the make. It also conjures dystopian visions of a citizenry scraping by for peanuts meted out by mad, stingy overlords. Crazy, I know. Further deconstruction yields a single “NUT” connected to a stretched-out “PE-N-IS.” Taxpayer-funded studies disproved the nipples-in-the-ice-cubes effect decades ago, but here it lives – on the side of a city bus, no less. I guess sometimes a candy bar is more than a candy bar.
Posted on July 28, 2006