5063 Masculine Tango TV Commercial
Date: Thu, 19 Jul 2007 10:19:10 -0600
From: Tom Stermitz <stermitz@tango.org>
Subject: [Tango-L] Masculine Tango TV Commercial
Women have a different learning process than men.
They also have a different fantasy about dancing than the men.
Frequently women like the idea of performing, whereas most men are
truly terrified of it. So, I think tango or even dance in general is
marketed wrong, starting with the TV shows like "Dancing with the
Stars", which presents a FEMININE appeal, not a masculine appeal.
The feminine dance fantasy is to be swept of her feet by a dashing
and skillful leader. Maybe she is nervous or terrified, but he is so
competent that he takes care of the movement and the dancing. One
could argue that women can learn without going to beginner
classes.... except for other issues like, who are they going to dance
with, and the fact that the women also have to make the dance work.
In fact, I notice a lot of women quit group classes at the
intermediate level, preferring to learn from competent or semi-
competent guys at the milongas.
Retention of the men means,
(1) First dance class experience is a success.
(2) First 6-week series is a success.
(3) Entry into the community (dances) is a success
(I once had a wife tell me her husband was forced to walk backwards
with another guy for the whole first hour of tango class. I probably
don't have to tell you that he never went back.)
PSYCHOLOGY and MOTIVATION.
So, what would a masculine TV Commercial look like? What does the
beginner guy imagine as he stumbles into his first tango class?
Most men come to tango with the goal of impressing the ladies and
feeling so competent and confident that when an attractive woman is
standing in front of them, he will know what to do. For normal,
beginner guys this is a daunting and challenging experience; giving
the men the "gift of feeling successful" is extremely confidence
building. it is a kind of "power", not in the power-over, but in the
power-capability sense.
MASCULINE TANGO TV COMMERCIAL
Let's imagine casting a tango TV commercial to appeal to the NON-
DANCING MAN'S FANTASIES. I wouldn't fill it with ganchos and boleos.
I certainly wouldn't put him under the lights on stage with all these
people watching. Imagine an intimate, cafe with couples sitting
comfortably at tables, and a few dozen couples on the floor. (Let's
call it a typical Milonga in Denver). They are wearing casual party
clothes, not a suit or tuxedo (that would get back to the feminine
fantasy).
I'd focus in on the face of one couple, with the woman smiling
admiringly at the man, perhaps laughing at some witticism. Music
starts, he smiles confidently, takes her into his arms and glides
effortlessly around the room with her. Maybe he throws in a couple
cool moves (camera on the feet doing a couple ochos), and she smiles
again. See how this is ANTI Dancing with the Stars, which is all
about flashy, fast moves, being on stage, and athletic, dramatic
movements?
MATCH BEGINNER CLASS TO THE MASCULINE DANCE FANTASY
The key psychological elements for the men are confidence,
competence, ease, admiring lady, movement through space, "knowing
what to do". (Yes, 4 of 6 are pretty much identical)
That is the experience I try to give beginner guys, and why I don't
use long sequences.
- Start with his ability to walk. (Movement)
- Give him three or four short sequences. ("Steps", aka "what to do")
- Show how they can be swapped back and forth (improvisation)
- Show how they can take him around the room (Navigation)
- Show how they fit the rhythm and phrasing of the music. (Feels
right)
The last point about musicality is my other key idea, which is
wrecked as soon as you try to use longer sequences.
Moving effortlessly feels right IF AND ONLY IF the movements (short
sequences) correspond to the musical phrasing, meaning movement is
initiated on the strong beat, and movement resolution matches musical
resolution. It is like breathing or singing, you have to have commas
and periods in your movement, or you get
onelongunendingmushofasentencewithnocommasorperieodsorplacestobreathe.
Tom Stermitz
https://www.tango.org
2525 Birch St
Denver, CO 80207
Date: Thu, 19 Jul 2007 16:44:04 +0000
From: Jay Rabe <jayrabe@hotmail.com>
Subject: Re: [Tango-L] Masculine Tango TV Commercial
To: Tango-L <tango-l@mit.edu>
Tom,
Wonderful script for your male-directed tango commercial. Sounds like it might work very well for building the always-lacking leader roster in most tango communities. When can we expect you to have it in the can and ready to distribute? Seriously, tango communities across the world struggle to attract and retain men, and you will be doing the tango world a great service to direct and produce such a film. Please do it!
J
TangoMoments.com
classes at the > intermediate level, preferring to learn from competent or semi- > competent guys at the milongas.> > Retention of the men means,> (1) First dance class experience is a success.> (2) First 6-week series is a success.> (3) Entry into the community (dances) is a success> > (I once had a wife tell me her husband was forced to walk backwards > with another guy for the whole first hour of tango class. I probably > don't have to tell you that he never went back.)> > > > PSYCHOLOGY and MOTIVATION.> > So, what would a masculine TV Commercial look like? What does the > beginner guy imagine as he stumbles into his first tango class?> > Most men come to tango with the goal of impressing the ladies and > feeling so competent and confident that when an attractive woman is > standing in front of them, he will know what to do. For normal, > beginner guys this is a daunting and challenging experience; giving > the men the "gift of feeling successful" is extremely confidenc!
e > building. it is a kind of "power", not in the power-over, but in t
he > power-capability sense.> > > MASCULINE TANGO TV COMMERCIAL> > Let's imagine casting a tango TV commercial to appeal to the NON- > DANCING MAN'S FANTASIES. I wouldn't fill it with ganchos and boleos. > I certainly wouldn't put him under the lights on stage with all these > people watching. Imagine an intimate, cafe with couples sitting > comfortably at tables, and a few dozen couples on the floor. (Let's > call it a typical Milonga in Denver). They are wearing casual party > clothes, not a suit or tuxedo (that would get back to the feminine > fantasy).> > I'd focus in on the face of one couple, with the woman smiling > admiringly at the man, perhaps laughing at some witticism. Music > starts, he smiles confidently, takes her into his arms and glides > effortlessly around the room with her. Maybe he throws in a couple > cool moves (camera on the feet doing a couple ochos), and she smiles > again. See how this is ANTI Dancing with the Stars, which is all > about flashy, fa!
st moves, being on stage, and athletic, dramatic > movements?> > > MATCH BEGINNER CLASS TO THE MASCULINE DANCE FANTASY> > The key psychological elements for the men are confidence, > competence, ease, admiring lady, movement through space, "knowing > what to do". (Yes, 4 of 6 are pretty much identical)> > That is the experience I try to give beginner guys, and why I don't > use long sequences.> - Start with his ability to walk. (Movement)> - Give him three or four short sequences. ("Steps", aka "what to do")> - Show how they can be swapped back and forth (improvisation)> - Show how they can take him around the room (Navigation)> - Show how they fit the rhythm and phrasing of the music. (Feels > right)> > The last point about musicality is my other key idea, which is > wrecked as soon as you try to use longer sequences.> > Moving effortlessly feels right IF AND ONLY IF the movements (short > sequences) correspond to the musical phrasing, meaning movement is > initiated on th!
e strong beat, and movement resolution matches musical > resolution. I
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Date: Thu, 19 Jul 2007 12:49:07 -0400
From: macfroggy@aol.com
Subject: Re: [Tango-L] Masculine Tango TV Commercial
You're right, Tom!
I would say that the best commercial ever for an American guy to learn tango was Al Pacino dancing in Scent of a Woman--it's all you describe.
Plus I know several guys who began lessons after seeing that film.
Best,
Cherie
https://tangocherie.blogspot.com/
-----Original Message-----
From: Tom Stermitz <stermitz@tango.org>
Sent: Thu, 19 Jul 2007 1:19 pm
Subject: [Tango-L] Masculine Tango TV Commercial
Women have a different learning process than men.
They also have a different fantasy about dancing than the men.
Frequently women like the idea of performing, whereas most men are
truly terrified of it. So, I think tango or even dance in general is
marketed wrong, starting with the TV shows like "Dancing with the
Stars", which presents a FEMININE appeal, not a masculine appeal.
The feminine dance fantasy is to be swept of her feet by a dashing
and skillful leader. Maybe she is nervous or terrified, but he is so
competent that he takes care of the movement and the dancing. One
could argue that women can learn without going to beginner
classes.... except for other issues like, who are they going to dance
with, and the fact that the women also have to make the dance work.
In fact, I notice a lot of women quit group classes at the
intermediate level, preferring to learn from competent or semi-
competent guys at the milongas.
Retention of the men means,
(1) First dance class experience is a success.
(2) First 6-week series is a success.
(3) Entry into the community (dances) is a success
(I once had a wife tell me her husband was forced to walk backwards
with another guy for the whole first hour of tango class. I probably
don't have to tell you that he never went back.)
PSYCHOLOGY and MOTIVATION.
So, what would a masculine TV Commercial look like? What does the
beginner guy imagine as he stumbles into his first tango class?
Most men come to tango with the goal of impressing the ladies and
feeling so competent and confident that when an attractive woman is
standing in front of them, he will know what to do. For normal,
beginner guys this is a daunting and challenging experience; giving
the men the "gift of feeling successful" is extremely confidence
building. it is a kind of "power", not in the power-over, but in the
power-capability sense.
MASCULINE TANGO TV COMMERCIAL
Let's imagine casting a tango TV commercial to appeal to the NON-
DANCING MAN'S FANTASIES. I wouldn't fill it with ganchos and boleos.
I certainly wouldn't put him under the lights on stage with all these
people watching. Imagine an intimate, cafe with couples sitting
comfortably at tables, and a few dozen couples on the floor. (Let's
call it a typical Milonga in Denver). They are wearing casual party
clothes, not a suit or tuxedo (that would get back to the feminine
fantasy).
I'd focus in on the face of one couple, with the woman smiling
admiringly at the man, perhaps laughing at some witticism. Music
starts, he smiles confidently, takes her into his arms and glides
effortlessly around the room with her. Maybe he throws in a couple
cool moves (camera on the feet doing a couple ochos), and she smiles
again. See how this is ANTI Dancing with the Stars, which is all
about flashy, fast moves, being on stage, and athletic, dramatic
movements?
MATCH BEGINNER CLASS TO THE MASCULINE DANCE FANTASY
The key psychological elements for the men are confidence,
competence, ease, admiring lady, movement through space, "knowing
what to do". (Yes, 4 of 6 are pretty much identical)
That is the experience I try to give beginner guys, and why I don't
use long sequences.
- Start with his ability to walk. (Movement)
- Give him three or four short sequences. ("Steps", aka "what to do")
- Show how they can be swapped back and forth (improvisation)
- Show how they can take him around the room (Navigation)
- Show how they fit the rhythm and phrasing of the music. (Feels
right)
The last point about musicality is my other key idea, which is
wrecked as soon as you try to use longer sequences.
Moving effortlessly feels right IF AND ONLY IF the movements (short
sequences) correspond to the musical phrasing, meaning movement is
initiated on the strong beat, and movement resolution matches musical
resolution. It is like breathing or singing, you have to have commas
and periods in your movement, or you get
onelongunendingmushofasentencewithnocommasorperieodsorplacestobreathe.
Tom Stermitz
https://www.tango.org
2525 Birch St
Denver, CO 80207
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Date: Sun, 22 Jul 2007 11:22:44 +0100
From: Adam <tanguero@fishnetsandfedoras.com>
Subject: Re: [Tango-L] Masculine Tango TV Commercial
<1345E08C-3202-4666-82B9-95D5C034088C@fishnetsandfedoras.com>
format=flowed
On 19 Jul 2007, at 17:49, macfroggy@aol.com wrote:
> I would say that the best commercial ever for an American guy to
> learn tango was Al Pacino dancing in Scent of a Woman--it's all you
> describe.
>
> Plus I know several guys who began lessons after seeing that film.
Oh, yes. In our heads, we're all Al Pacino in that film. Pity the
reality is never quite there? ;-)
A
_
Fishnets & Fedoras - the best of tango writing and images from around
the web
https://www.fishnetsandfedoras.com
