Male Bonding Is Even Better With The Proper Beverage

We’re all creatures of commercialism. Television, especially, herds us toward common attitudes such as the ongoing debate over whether it’s better to taste great or be less filling.

And the people behind such blatant marketing aren’t even the least bit ashamed. Take the selfcongratulatory press release from the company responsible for the newest Zima Gold ad campaign, which goes into national play on May 15.

“How do you make great male bonding even better?” the release asks. “Throw in a tribal chant - yeah, that’s right, a chant.”

The release describes how the ad uses a sound track that “brings to life a series of guy gatherings featured in the campaign which are designed to convey the user imagery for the brand.”

Thus we have two 30-second spots: “Hoops,” which is “an ode to the spontaneous pick-up basketball game,” and “Campfire,” which “features the ultimate male bonding occasion - a fishing trip in the woods.”

“Our strategy with the Zima Gold introductory campaign was to communicate to our core target, men 21-34, that Zima Gold is a refreshing, bold tasting alcohol beverage that is a perfect fit for their lifestyles,” said an ad executive.

Great. All we need now is Robert Bly shilling for Schlitz.

Bring back dad: Many reasons have been cited as the cause of crime, welfare dependency, substance abuse and teen pregnancy.

According to something called the National Fatherhood Initiative, however, the main cause is absent fathers. And the nonprofit Lancaster, Pa.-based group has published a fact sheet titled “Father Facts” to prove it.

“The demographic research data presented in ‘Father Facts’ supports NFI’s assertions that our most vexing social ills will not be reduced until restoring fatherhood becomes a national priority. ‘Father Facts’ affirms that, beyond any doubt, fatherlessness is the crisis of our day.”

To get a copy of “Father Facts,” write to: The National Father Initiative, 600 Eden Road, Building E, Lancaster, PA 17601.

The best resort: Author Judith Segal, Ph.D., teaches at USC and works as a consultant to numerous corporations. In her book “Dealing With Difficult Men,” she passes on the wisdom she has gleaned through her career.

Note that it applies equally to members of both sexes.

“A basic rule of thumb when deciding whether or not to take on a difficult man is: If it makes a difference to you, go for it,” Segal writes. “If it doesn’t, don’t. Life is too short to sweat the small stuff.”

One for the books: In her book “Simply Sophisticated: What Every Worldly Person Needs to Know,” author Suzanne Munshower provides the following illustration to her definition of the popular French term “c’est la guerre” (literally, “That’s war”): “She got married again a week after our divorce. Ah, well, c’est la guerre.”

Common Ground is written on alternating weeks by Dan Webster and Rebecca Nappi. Write to them in care of The Spokesman-Review, Features Department, P.O. Box 2160, Spokane, WA 99210-1615. Or fax, (509) 459-5098.