Tuesday, July 03, 2007


Dizzyhead Martin has a hilariously erudite post on those posters for gyros:

While more careful inspection reveals that this gal is specifically endorsing “Kronos,” this brand, like all Gyro brands, plays a nearly inaudible second fiddle to the “Gyro as basic foodstuff” declaration. This commercial team-up figures the Gyro as an essential food element rather than a food compound (which is what it is), effectively aligning the Gyro, despite containing a diverse array of ingredients and pre-packaged preparation, with the wholesome appeal and collaborative publicity of the raw and semi-raw materials market. Take milk, for example. Milk the food presents a unified, brandless front. A victory for milk is a victory for all milk brands. Meats have long pursued a similar strategy. Like a battalion of British redcoats, Beef (“it’s what’s for dinner”) and Pork (“the other white meat”), have honorably cast their lots together, launching a single, upright, frontal assault on the American public, whether by choice or because government subsidy mandates it. Gyros have chosen to deal in the same semi-brandless currency. The result is the feeling that one might wait in line to receive a bushel of gyros along with some toilet paper and bread.

Sure, Mulkeen, sure—but doesn't the name Kronos bear further investigation?!

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Blogger Jenny Davidson said...

Did you see Orhan Pamuk on street food in this week's New Yorker?!? I think you must update this post with his remarks on the gyro...

11:19 AM  

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