Lito will, and last year he himself got a bad review because I have my grandmother's furniture from 1984 - these are the words addressed to us by a huge billboard located by the road. Quite obviously, the Dalmatian dialect is there in the service of the first connotative level - the sea, the coast, the summer tourist season - but it also serves the so-called native or native advertising. That's why the mentioned words are completely expected to be followed by the picture we see. On it is a smiling, chubby, middle-aged man, a certain Joško M., 54 years old, apparently in the role of apartment renter. He is dressed only in a white old-fashioned undershirt, and on his head is an equally white summer cap, a bit too small considering the proportions of his head. The conclusion is that the advertiser assesses how the image of a fat person should evoke the stereotypical sympathies of the people. The shopping center that advertises itself with this ad also says that it has everything you need, from bed to kitchen, and offers a quick solution. So run to the location in question, choose everything you need and maybe don't need, swipe the card for 12 installments and start decorating the apartment in time for the upcoming tourist summer season. Another never better one, announced by those who know what they are talking about.
The media has already started the distasteful and unbearable counting of guests, cars on highways, reservations and overnight stays in hotels and private accommodation, and every euro that tourists leave on the shore. Advertising slogans like the one quoted are especially grateful, those that open up at least three or four levels of interpretation in one sentence. They are united by a common economic and social context, which has long been well known. In a country where tourism is the only surviving lucrative branch of the economy, there are almost no systemic alternatives to tourism and apartment building. That is why the efforts of everyone and everything are harnessed in that direction. There is neither space nor time, nor ideas for something else, and therefore no more serious strategic and problematic confrontation with the disastrous social, economic, ecological, agricultural-livestock and urban-communal effects of such trends.
But the advertisement in question has significantly impregnated itself, and that is the range of bad reviews. There are probably few more catastrophic things in business and professional life, which then spill over into the personal and intimate spheres of existence, than the poor rating that clients assign to their ratings, as well as a lack of likes. This is an already realized social state of affairs, which was eerily dystopianly anticipated a few years ago by one of the better episodes of the cult series "Black Mirror". Therefore, the seemingly benign allegation, the information that Grandma's furniture dates back to 1984, no more, no less, like a parable quite aptly hits the core of the advertising narrative. It makes it possible to place and read it at the intersection of Orwell's and Huxley's worlds.
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