Fred Mogubgub shows off his high-speed cutting technique as Gloria Steinem starts off drinking Coca-Cola and gradually shifts to more and more bizarre beverages. This is interspersed with sexual images clipped from the media, shots of anger and finally stereotyped Blacks. Clearly the idea is that everything is done to sell crap to the American people, man. We should, like, get angry.
Mogubgub's technique, which he would use again in his work, employs very short cuts. None of his sequences seem to last more than a second. Several seem to be a tenth that length. Given the outcry in that era over subliminal messages in advertising -- one professor of mine seemed obsessed with finding images in ice cubes in liquor ads -- it probably seemed that turnabout was fair play.
Mogubgub's technique, which he would use again in his work, employs very short cuts. None of his sequences seem to last more than a second. Several seem to be a tenth that length. Given the outcry in that era over subliminal messages in advertising -- one professor of mine seemed obsessed with finding images in ice cubes in liquor ads -- it probably seemed that turnabout was fair play.
