Wednesday, 7 August 2013. An Italian newspaper reveals details of Silvio Berlusconi last attempt to escape from imprisonment.
Silvio Berlusconi, almost ready for the tour
After the Giro d'Italia (the Italian version of the French cycling race Tour de France, which took place in May 2013), according to right-wing newspaper Libero, Italy is going to witness another country-wide event, the Giro della Libertà (i.e. Tour of Freedom in English), a race meant to keep Silvio Berlusconi away from prison (if he's fast enough), after his conviction to a four-year prison term for tax fraud. What are the details of the tour? The Knight was quotes saying «Until 15 August [Assumption of the Blessed Virgin Mary], I'll stay put,» to his inner circle he met at his residence in Rome Palazzo Grazioli, «but then I'll make a bang.», before moving on to his villa in Arcore. The objective of all this fuss? Obtain the presidential pardon from head of state Giorgio Napolitano (we assume).
February 2005. State-funded Sveriges Television choose the Italian tycoon Silvio Berlusconi as a negative testimonial of its free TV campaign.
COMPARATIVE ADVERTISING: advertising in which a competitor's product is named and compared with the advertiser's product (source: Merriam Webster dictionary online). Needless to say, you need a lousy competitor in order to brag about the great feature of your product.
Berlusconi on TV
That's exactly what Sweden national television broadcaster (Sveriges Television – SVT) does in 2005. In order to advertise the most significant feature of its product – freedom – goes for something (or someone) that is the denial of liberty, and so decides to “hire” Berlusconi and his close friend Mr Putin.
They both appeared in SVT commercials, which – in the case of the Italian politician – says: “Silvio Berlusconi controls Italy's national television broadcasters' 92 per cent. In 2001 he was elected prime minister following a massive TV campaign. In the aftermath a court asked him to give away one of his TVs, but the law was changed and the sentence lost its power. SVT, free TV”.
The commercial ad's music track is a mandolin-played version of “'O sole mio”, possibly as a tribute to the Italian premier's legendary appreciation of Neapolitan folk music. Quite a funny picture of Berlusconi.
When Italian foreign ministry summons Sweden's ambassador to complain about the ad he can only say that “the media in Sweden are independent and free” (in other words it's not her problem). Are there many chances that the Italian entrepreneur and TV monopolist understood what she was talking about?
