Chariots of Fire and dog food

Continuing in the line of classical music and intertextuality, I would like to comment on an example of what I think is intertextuality that has become problematic: using classical music in adverts for mundane goods. I remember some years ago I was in the next room from the television when I heard “Chariots of Fire” by Vangelis beginning to play. Being rather a fan of this particular piece I ran to the television so as to feast my eyes on what I imagined would be moving, ethereal images only to be met with slobbering staffies with bright yellow collars racing in slow motion towards a finish line, after which they were rewarded with a soggy looking bowl of dog food. This unfortunate image will sadly always be associated with this once magnificent piece of work. Gone are the days when crowds would gather at an entertainment hall to appreciate recitals by distinguished composers. Now classical music has been reduced to selling cleaning agents and dog food. Advertising has turned outstanding pieces of art into mundane fragments of sound that are largely associated with comedy and moments of absurdity. I’m not saying that classical music should not be used in advertising at all, I’m suggesting that those intending on using a piece of classical music should carefully consider its origins and meanings so as not to degrade the piece in any way. Using O Fortuna for a British Airways advert I would say is appropriate, but to use the William Tell Overture for a anti-dandruff shampoo advert I would say is highly unflattering and debasing for such a piece of music.