The MediaIt was one afternoon when I was on my way to an exhibition at the Folger Shakespeare Library called “Breaking News: Renaissance Journalism and the Birth of the Newspaper” that I caught my first glimpse of the revolution in advertising. I saw it on the side of a Washington Metropolitan Transit Authority bus: a long, clean, pastel-blue rendering of the words “Yes You Can” with the o of the word you filled in by a version of the long-familiar, red-and-blue, yin-and-yang logo for Pepsi-Cola, now redesigned to look as much as possible like the hopeful-sunrise-on-a-ploughed-field Obama logo. There was no mention of Pepsi that I could see, but then I wasn’t looking closely at the words. I seem to remember something about deliciousness—was it?—or maybe youth and excitement in what amounted to a screen crawl at the bottom of the ad, but I didn’t bother trying to read wha ... This article is available to subscribers and for individual purchaseSubscribe to TNC (Print and Online editions) Subscribe to TNC (Online only) This article originally appeared in The New Criterion, Volume 27 February 2009, on page 60 Copyright © 2012 The New Criterion | www.newcriterion.com http://www.newcriterion.com/articles.cfm/The-club-of-cool-4018
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