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Bell’s Advert Shot at The Book Lounge going Viral Worldwide – and Deservedly So

Bell's South Africa TV advert

 
	The Hidden History of South Africaâ��s Book and Reading CulturesA Bell’s Whisky advert shot at The Book Lounge in Cape Town is becoming a major hit on YouTube, and once you’ve watched it you’ll understand why.

The advert follows the journey of an elderly man learning to read, but the twist at the end – involving his son – will melt your heart.

Just a few days after being released the view count stands at 265,441, and rising, and the video is being shared on sites like Reddit, Elitedaily, Businessinsider and Adweek.

In the spirit of the advert, consider contributing to The Book Lounge’s Library Appeal. This year they are collecting books for a library for Westridge High School in Mitchell’s Plain. Email booklounge@gmail.com or click here for details.

Watch “The Reader” here:

 
The advert is more than just a tearjerker, however; it touches on an important facet of South African society.

In The Hidden History of South Africa’s Book and Reading Cultures, Archie L Dick examines how reading can shed light on societal development, with emphasis on how reading and writing were used in resistance strategies during the Struggle.

Dick reveals the kinds of texts, including novels, non-fiction and magazines, that were read and discussed by political activists and prisoners, and exposes the schemes that the elite used to regulate reading and intellectual agency. The Hidden History of South Africa’s Book and Reading Cultures illustrates the significance reading had in bridging class and racial divides, and opposing an unjust regime.

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