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Commentaries on this Media!

Sound-Image Experiment: Part 3

by Jeremy Butler

If we replace the song written by Dodge’s advertising team with Ralph Chaplin’s “Solidarity Forever,” the commercial becomes an argument for unions and workers’ power:

When the union’s inspiration through the workers’ blood shall run,
There can be no power created anywhere beneath the sun.
Yet what force on earth is weaker than the feeble strength of one?
But the union makes us strong.
Solidarity forever! Solidarity forever!

Propagandists of every political stripe have long understood the ability of sound to alter images’ impact or contrast with images’ original meanings.

Dodge Commercial: "Solidarity Forever" Variation

A Dodge commercial with Ralph Chaplin’s "Solidarity Forever" (performed by Bare Knuckles) replacing the original audio.

from Dodge commercial (1957)
Creator: Dodge
Posted by Jeremy Butler