| dc.description.abstract | Contemporary texts are received in intermedial contexts. Their interpretation depends on
the environment, to which they belong. It also determines interpretative paradigms of texts.
The film Mafia for Dogs was created as a social advertising, but represents a commercial
paradigm in order to run the appropriate for him behavior and practices of receiving and
of communication. A hired celebrity, Piotr Cyrwus, is known from a television series. The
advertisement drew attention to a social problem, which is inappropriate and cruel treatment
of dogs. A mafioso-boss is outraged and speaks directly to the viewer. The advertisement
has been styled on the model of Quentin Tarantino’s Reservoir Dogs (USA 1992) and other
gangster movies: The Little Caesar by Mervyn LeRoy’a (USA 1931), The Godfather by
Francis Ford Coppola (USA 1972), The Roaring Twenties by Raoul Walsh (USA 1939). The
soundtrack, including a song Little Green Bag performed by George Baker Selection, is known
from the Reservoir Dogs. The plot takes place in an abandoned warehouse and gangsters
have kidnapped policeman – just like in this movie. The cruelty of gangsters is expressed by
the tools of torture, harsh light and strengthened sounds.
Employment of Piotr Cyrwus is a part of the TV convention of reporting of current events.
Before the upcoming winter, homeless dogs are actually in deadly threat. In this advertisement
their suffering is punishable by gangsters.
Straight lines connote the categories of rationality, but warm browns are associated with dog
hair.
The advertisement was disseminated in a viral campaign. A rich intertextual and intermedial
references make the reception of the advert close to contemporary receiving regimes of film,
television and commercial advertising. It is located in the contemporary intermediality of
cultural transfers. No reference was made, however, to literature.
The campaign resulted in benefits. It has been seen by over 3.5 million people. They collected
money to buy houses for dogs from shelters, for sterilization of animals and taking care of
them. | en_EN |
