This is the new television advertisement from Areva, the French maker of nuclear power plants. This is great pro-capitalist, pro-business, pro-technology, and pro-cheap energy propaganda. It quickly and effectively makes the connection between production and enjoyment. You start with the uranium mine, process the uranium, and produce electricity from it in a nuclear reactor which, in turn, powers the dancing floor and the cool music the couple is dancing to.
Most (ignorant) people think electricity comes from a wall outlet, and know nothing more about what makes it possible. This ad, in a few seconds, connects the electricity in the wall outlet all the way back to the nuclear reactor and the uranium mines that make it possible. It also reminds us that electricity powers the good life that we all enjoy.
Truthful, clever propaganda that validates a complicated technology feared by many. Every time I see this ad on TV I want to dance.
Friday, September 14, 2007