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Chess - a Hard Sell

Submitted by batgirl on Thu, 03/27/2008 at 2:09pm.

 Chess in Advertising

 

 

 

Although Chess isn't a common theme in advertising, the practice goes back at least a century and a half when Kaichen & Rothschild usurped Morphy's image to sell their cigars (made of the finest Cuban yara tobacco).

 

While the media still tend to portray chess players as peculiar, anti-social recluses, the Advertisement field, which seems to know more about human nature than almost anyone, uses Chess to convey the idea of discriminating taste and savoir-faire - that is, Quality.

Perhaps that the truer conception that the general public holds of Chess and it's disciples . 

 

 

 

 

 

 

Throughout the years, Ads using a Chess theme have covered many products-

 

Tobacco:

in addition to the Morphy ad above, Old Gold cigarettes used a chess theme

 

 

Then there's Automobiles:

Opel Vectra

 

Renault

 

 

Alcoholic Beverages:

Highland Queen

 

Hunter

 

Miller Beer 

 

Old Grand-Dad

 

Red Cap Ale

 

 

Soft Drinks:

Coke

 

Pepsi

 

 

Perfumes/Colognes:

Tocadilly Perfume

 

Seguin Acqua di Colonia

 

 

High Tech:

Douglas Aircraft

 

 

En Tel of Argentina

 

 

Navi-Sys 

 

Food:

Stouffer's Dinners

 

 

Miscellaneous:

Anti-Drug Advertisement

 

Kromekote Paper Products 

 


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Comments:

by batgirl - 2 months ago
NC United States
Member Since: Jun 2007
Member Points: 2926

Yikes! Talk about sudden death.

Thanks.


by eternal21 - 2 months ago
New Jersey Poland
Member Since: Mar 2008
Member Points: 332

Here's an example of a more current advertising that uses chess theme:

 

As far as the meaning - there can be a few interpretations.  One of them being PS3 bringing more realism to games. 


by qtsii - 3 months ago
Machiavelli United States
Member Since: Mar 2008
Member Points: 1216
Cigars and whiskey are my preference - specifically those of "Quality."
by batgirl - 4 months ago
NC United States
Member Since: Jun 2007
Member Points: 2926

cgs: "From Hungarian hussar attire there is only the shako (csákó in Hungarian) and boots. It is not complete."

 

I hope it's not complete.  The huszárs would get quite cold in such a complete costume!


by cgs - 4 months ago
Veszpre'm Hungary
Member Since: Feb 2008
Member Points: 450
Right, the Knight is named in Hungarian language Hussar (punctually: huszár), at describes of game is type H, as Hf3. From Hungarian hussar attire there is only the shako (csákó in Hungarian) and boots. It is not complete. 
by fozzwaldusmaximus - 4 months ago
(Chengdu, China) Dublin Ireland
Member Since: Nov 2007
Member Points: 85
nice brick-a-brack.
by batgirl - 4 months ago
NC United States
Member Since: Jun 2007
Member Points: 2926

cgs: "From this exhibition I had conclude that every things begins with Morphy and finally there is a woman, for the moment in costume of a Hungarian knight."

Morphy is always a good place to start.  I didn't know the woman was dressed in Hungarian Knight attire.   Would that be the renowned Hussars?

 

jeterave: "Where did you get the Miller High Life poster?"

I have no idea. I've had the picture for years.

 

BILL_5666: "How do you find all this stuff Batgirl?"

Shrug. Finding stuff is what I do.

 


by BILL_5666 - 4 months ago
Baltimore, Maryland United States
Member Since: Nov 2007
Member Points: 656
Pretty cool.  How do you find all this stuff Batgirl?
by BBCaprice - 4 months ago
Port St John, Florida United States
Member Since: Dec 2007
Member Points: 3
Remember the Marine recruitment TV commercial? It ran for some time with the chessmen doing battle. The knight checks the King in the end. Man, I loved that commercial!
by jeterave - 4 months ago
Tucson Arizona United States
Member Since: Feb 2008
Member Points: 18
Where did you get the Miller High Life poster?  That's AWESOME!  I want to hang it up in my apartment.
by Arby - 4 months ago
Mountbatten Singapore
Member Since: Dec 2007
Member Points: 741

The one with Coke is pretty interesting. Never would’ve thought, there would be a soft drink advertisement that involved chess. Now you’ve me wondering if there was one with Pepsi…oh never mind – I see it now. Where there was one made with Coke, there would be one made with Pepsi!

 

Thank you for sharing this.


by cgs - 4 months ago
Veszpre'm Hungary
Member Since: Feb 2008
Member Points: 450
From this exhibition I had conclude that every things begins with Morphy and finally there is a woman, for the moment in costume of a Hungarian knight.
by oginschile - 4 months ago
Salt Lake City, UT United States
Member Since: Aug 2007
Member Points: 911
I feel strangely compelled to buy paper products
by davidetal - 4 months ago
Tarragindi Australia
Member Since: Jan 2008
Member Points: 951

Weirdly, a posting such as this one serves to make life worth living. Why, I don't know.

Five Stars.


by batgirl - 4 months ago
NC United States
Member Since: Jun 2007
Member Points: 2926

"I think if you look closer at the first whisky bottle, you'll see it reads "Highland Queen" not "Richland". "

 

Correction noted; changes made.

Thanks, Mr. Sulivan.


by chessiq - 4 months ago
Malawi
Member Since: Jun 2007
Member Points: 610

Pretty cool. In a way, when you look at all that, it tells you that Chess is for everybody... smokers, drinkers (drunkards?), the thirst, blondes, the old, the young,the romantic...

Another way to look at it is... If you just add Chess to what you are doing, it will elevate it to another level. 


by winnie - 4 months ago
Sorta by St Louis, but on the IL side United States
Member Since: Feb 2008
Member Points: 49

as i'm majoring in advertising, i found this to be a very interesting blog. thanks for posting it! 


by AlecKeen - 4 months ago
Chester, England Ireland
Member Since: Jul 2007
Member Points: 154

Hi! I think if you look closer at the first whisky bottle, you'll see it reads "Highland Queen" not "Richland". The curve of the bottle may have misled. 


by Absurd - 4 months ago
Toronto Canada
Member Since: Nov 2007
Member Points: 176
The Stouffer's dinners one gave me an air of "one of these things is not like the other" as regards class, but it was a really interesting juxtaposition. Echoing prior sentiments, the post was really an intriguing look at the crossover between chess and commodification. Thanks for posting it!
by 8by8 - 4 months ago
Tucson United States
Member Since: Dec 2007
Member Points: 114

Quite interesting post. A glimpse into the psychology of advertising and its association with chess,intelligence, and class. That being said, the Douglas Aircraft "Missile Chess" advert was slightly chilling, where as the anti-drug advert was quite heart warming.

Some of them were somewhat abstract but artisitic. The final advert for the paper company was quite interesting, with a visibly unclothed vivacious woman, parading with a saber and minimal calvary gear. Thought provking perhaps, but what thoughts does it provoke? An interesting choice of the old "sex sells' idea.

As always a interesting post, well compiled and presented. Thx!


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