| Naples: Life, Death & Miracles
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Prosciutto, anyone? Recently, visitors to Capri have noticed this prominent billboard at the port. It caused enough complaints to grab some press in the local papers and get silly people like me to notice it and write about it. It's not an ad for a restaurant on the island, but rather for a specific well-known product, Ghirardi ham, available, as the sign says, “in the best restaurants of Capri." The ad is patently outrageous—maybe that was the point—except that I have seen much worse. The sign directs you to the website, very tastefully done, of the company headquarters in the province of Parma (city motto: semper fidelis prosciutto!) in Emilia-Romagna. The soundtrack is delightfully classical: to wit, "Badinerie" from Orchestral Suite no. 2 in B Minor by J.S. Bach (BWV 1067). (Whew! that took some research. I think I need a ham sandwich!) The translations in various languages are expertly done, for a change, and part of their copy, called "How to taste it," reads:
Note that it does not mention taste in ham-handed advertising. I am guessing that the IHAM part is some sort of a play on iPad, iPhone, etc. or possibly, Robert Graves' I, Claudius, but I’m not sure. I’m a vegetarian; I was kidding about the ham sandwich.
Links to other entries in Naples: Life, Death and Miracles that deal with advertising are at
advertising (1) (2) (3) (4) (5)
The first one is about gigantic billboards and signs. The second one has a delightful picture that I have heard people complain about--but not Neapolitans. Number 3 is a small item about using public spaces most visible to tourists for advertising, such as the walls of the Maschio Angioino, the iconic fortress at the main port. Four is particularly offensive. They said 5 was also very offensive, but I think that's stretching it a bit. But maybe I'm a male pig, speaking of prosciutto.