The style is that of the opening credits of an American daytime sitcom where you meet the cast of characters; a Wasp-y seven-year-old boy who dances round a kitchen; a headmasterly-looking old black man; an Italian- looking traffic cop with a moustache; some executive ladies in Donna- Karan-ish outfits; a thoughtful-looking woman jogger with a message T-shirt and long fruzzled hair; a cute girl biker, also with fruzzled hair; a winsome light-black girl of about eight with a bow in her hair; a thick-set Wall St office man ... All human life is there, all ages, races and classes flapping their arms - Good Evening America. This commercial form of PCness is all about universality. The notion that pluralist America is in on the joke is typical of a whole raft of programming and commercials - most don't make it over here- which seem to have social cohesion as a secondary objective. The real US demographic market-profile of spoon-over sauces made to flavour up cheap cuts of chicken (the ad shows breast, turned golden, simmering away in a cast- iron pot ) is likely to be more ... particular.
But it's a simple, memorable proposition that works in any culture; I confidently expect to see one of our shameless MPs singing "I feel like Chicken Tonight" soon, flapping his arms as he demonstrates his family unity and grasp of popular culture.
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