Accounting for James Bond’s Enduring Mass Appeal

Cinema, Creative Writing, Literary & Linguistics, Media & Communications, Popular Culture

🇬🇧 🔫 🇬🇧
The phenomena of James Bond in both book and movie form was meant to be purely escapist entertainment, bereft of the slightest pretension that they were anything remotely cerebral. Interesting then that Bond has gleaned so much serious academic enquiry and analysis over the years. A sample of articles on JSTOR reveals a feast of scholarly entries on the subject of James Bond — “Shaken, Not Stirred Britishness: James Bond, Race, and the Transnational Imaginary”, “The Marketable Misogyny of James Bond“, “Paradoxical Masculinity: James Bond, Icon of Failure”, “Why James Bond Villains Prefer Post-Soviet Architecture”, “The Spy Who Loved Globalization”, ”How safe do you feel?: James Bond, Skyfall, and the Politics of the Secret Agent in an Age of Ubiquitous Threat”, and so on it goes.

The James Bond film franchise is certainly sui generis among English-language movie series. October 5 this year marked the 60th anniversary of the introduction of James Bond to cinema screen audiences (Dr No, 1962), and the cinematic sequence remains as yet unbroken, notwithstanding ”the elephant in the room” of last year’s No Time To Die in which the indestructible James Bond actually dies! Virtually all other elongated movie series have ultimately reached a natural (or unnatural) termination point – even the long-running, prolific and increasingly unimaginative Carry On comedy series ran out of steam by the Eighties 🄰.

Ian Fleming ‘Casino Royale’, 1st 007 novel (Image: bondfanevents.com)
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Box office El Dorado
Over a six-decade period the 25 movies🄱 constituting the James Bond industry made by Eon Productions (Broccoli and Saltzman’s production company) have earned a total somewhere north of US seven billion dollars. Boosted undoubtedly by the mass popularity of screen Bond🄲 the James Bond spy novels written by former WWII naval intelligence officer Ian Fleming, on which the cinema franchise is based, have themselves racked up sales of more than 60 million copies.

If you came anew to the Bond movies looking for a healthy dose of gritty social realism based on the world of espionage a la John LeCarre, you’d be sadly disappointed. The franchise’s entries are all about fantasy and high-adventure escapism. Unlike the shadowy cloak-and-dagger characters that the real world of spies and secret agents (apparently?) inhabit, James Bond 007 in his public persona is an open book, he doesn’t use a fake name, he doesn’t try to disguise his appearance or furtively hide in dark corners. He’s direct, brash, brutal and recklessly undisciplined in his actions and antics, with a propensity to be easily distracted from the assignment at hand by the happy prospect of a spot of horizontal folk-dancing.

Though wildly successful at the box office over an extraordinarily long shelf life, James Bond is not everyone’s cup of tea. An early critic Judith Crist described the series’ first vehicle Dr No as “an updated comic strip of the Fu Manchu school, fast moving, faster shooting, utterly fantastic”. JB has been pilloried by feminists for his unrepentant chauvinism—especially in Sean Connery and Roger Moore’s interpretations of the character—and four decades of “Bond Girl“ objectification of women. The backlash against JB’s misogyny compelled producers to tone down the blatant sexism in the most recent incarnation of the most famous of all British secret agents played by Daniel Craig. Bond has also been excoriated as a “thug trained to wear a tuxedo”…007’s “license to kill” green-light unleashes the agent’s deep predilection for perpetrating extreme, lethal violence in cold blood.

Predictable Bondery
Then there’s the plots! The storylines are more than fanciful…James Bond’s arch-villains hatch mind-bogglingly ludicrous schemes which suggest that they have been maxing out on the Kool-Aid – such as nuking Fort Knox’s gold reserves; constructing a massive capsule-gobbling rocket to capture the space crafts of both superpowers; detonating explosives along the Californian fault lines to destroy Silicon Valley; ad nauseum. The franchise has also been lambasted for being BORING! Agent 007 has been called out for living “the same story over and over” (Elizabeth Winterhalter). Repetition is a constant motif…we see Bond right on cue rendezvous with a typically crotchety “M” to be briefed on his latest world-rescue mission, flirting with Miss Moneypenny in their regular tête-à-tête ritual, and getting a rundown on the very latest weapon gadgetry from an equally irascible “Q”. In every second scene, just about, JB is pursued by a posse of miscellaneous henchmen only to miraculously escape certain death by the barest of margins every time. The movies almost invariably end in the same formulaic fashion: Bond infiltrates the arch-villain’s impregnable lair, triumphs over the likes of Blofeld and Goldfinger and numerous assorted henchmen, and finishes by bedding his leading lady on an inflatable dingy, in space, a balcony, etc and signing off to “M” with a corny double entendre🄳.

Bond with “Jaws”, larger than life henchman turned ally

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Cultural relevance to the West
Some Bondphiles have an altogether different take on this Groundhog Dog trait in James Bond of repeating the same basic plot structure infinitum…they see it as a key ingredient of the franchise’s success: ”the simplicity of the plot arch allows the films to seamlessly transcend and become culturally relevant to the audience” (‘What is the Secret of James Bond’s Eternal Success?’, www.undandy.com). Another explanation of James Bond’s allure contends that the fictional MI6 spy instantly resonated with Western audiences in the climate of the Cold War, being seen as a kind of antidote to the prevailing morass of the social order (especially in the US). 007’s talent as a fixer of “global crises” casts him in the guise of a saviour salvaging the world from an inevitable downward spiral into chaos and discord (‘James Bond and America in the Sixties’, Drew Moniot, JUFA, Vol.28, No.3, 1976). Moniot also attributes JB’s popularity in America to the existence of a vacuum of real-life heroes in 1960s society, the emergence of 007, a mythological hero who was invincible, fulfilled that psychological need at that time.

British Bond and foreign Blofeld

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Vicarious🄴 charm of the bon vivant lifestyle
Part of the appeal lies in the character of James Bond. Fleming visualised 007 as fit, sensual, with superior grey matter and a technical wiz, a model of “red-blooded heterosexuality”. He also emphasises Bond’s “Britishness” in the novels, JB’s 100% success rate on missions and in the romance stakes presents Bond as representing the “Best of British”… Fleming’s idea of an antidote to the sad realities of a declining Britain denuded of empire. Leaving aside the ever-present mortal danger to his very existence, Bond leads “a ridiculously good lifestyle (by) any man’s standards”🄵(Undandy), his appearance is akin to a “GQ cover model”; an endless supply of the best alcohol (which the MI6 agent knocks back with worryingly frequency); the best cars (trademark Aston Martin DB5); his apparently irresistible sex appeal to women (‘Bond by rules’, Tim Brayton, 2012, www.alternateending.com). As crime doyen Raymond Chandler neatly put it, “Every man wants to be James Bond and every woman wants to be with him”.

Tropeville central
Aside from JB’s personal magnetism, the series’ catalogue of recurring tropes helps to cement the franchise’s appeal. Familiar ingredients include the default opening sequence depicting 007 in action through the prism of a gun barrel; over-the-top hi-tech gadgets; a smorgasbord of diverse exotic locations; a brisk cocktail of action stunts (car chases, boat chases, ski pursuits, etc); the centre-stage presence of the Bond Girls and of a megalomaniacal arch-villain mastermind; all eagerly anticipated by James Bond‘s legion of rusted-on fans. Also adding value and lustre to the films are the high quality title-songs – like the utterly unforgettably iconic Goldfinger theme, and not far behind that Shirley Bassey classic, Live and Let Die, Diamonds Are Forever, and You Only Live Twice, etc, etc.

Bond, tapping into the zeitgeist of the day
One (insider) view on the longevity of James Bond comes from those at the helm of the multi-billion dollar franchise today, Cubby Broccoli’s daughter Barbara and his step-son Michael Wilson. Broccoli’s heirs attribute the success to the family having managed to keep hold of the franchise’s reins throughout its entire history, and to JB’s and the franchise’s adaptability, 007 being able to change with the times🄶 (‘Why James Bond Has Endured For So Long, According to the Franchise Producer’, Joshua Meyer, Film, 8-Dec-2021, www.slashfilm.com).

Footnote: James Bond, books v films
The early
James Bond movies kept pretty faithful to the plots of Ian Fleming’s crime thrillers, however as the series went on, the screen adaptations bore increasingly less resemblance to the novels (eventually everything except the Fleming titles were jettisoned). Other differences relate to the protagonist himself, 007’s proclivity for terminating with extreme prejudice (and without a skerrick of compunction) the various henchmen aligned against him increases tenfold from the books to the movies, as does his appetite for sexual conquests whilst on the job. Another point of departure from the novels for the films is the lack of story continuity from one picture to the next (eg, Bond in a grieving state at his wife’s murder at the end of On Her Majesty’s Secret Service doesn’t get a mention in the follow-up Bond feature).

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🄰 probably the closest to it is the Star Wars franchise (1977 to the present)

🄱 there was in addition one non-Eon Bond film, Never Say Never Again, a Taliafilm production

🄲 even Bond’s snobbish swipe at the Beatles in Goldfinger at the height of Beatlemania in 1964 didn’t dent his appeal with the public

🄳 with one or two notable exceptions…On Her Majesty’s Secret Service ends with the death of Mrs James Bond and No Time To Die ends with the death of 007 himself

🄴 in creating the overachieving superspy Fleming was in fact acting out his own vicarious impulses…endowing 007 with the sort of ideal, action-man hero lifestyle that the writer dreamt of

🄵 one writer characterised it as “elegant lifestyle porn” (Brayton)

🄶 one example: in the rebooted Skyfall (2012), the film and JB concern themselves with the very real and very contemporary threat of the ubiquity of the internet and cyber-terrorism

Hergé and Tintin, the Turbulent Afterlife of a Legendary Comic Strip

Cinema, Creative Writing, Memorabilia, Popular Culture

Mention the topic of classic European comic strips and the names Astérix and Tintin spring instantly to mind. Previously I delved into the stupendous comic book institution that is Astérix the Gaul in the blog ‘The Astérix Series: High Comic Art with a Few Dark Shadows’ (19 November 2022). The Tintin comic strip shares with Astérix the same high pedestal of best-selling popularity, enduring iconic status and attendant cult following. Tintin is a boy reporter❶ of unspecified age with a distinctive (carrot) blond quiff of hair and trademark plus-fours who embarks on numerous adventures to exotic locations accompanied by his companions: a white wire fox terrier Snowy (Fr: Milou), Captain Haddock the good-hearted dipsomaniac seafarer and Professor Calculus, a genius if absent-minded inventor. Since the publication of the first Tintin comic book in 1929 total sales of Tintin books have clocked up more than 200 million copies, with an appeal that reaches both adults and children❷.

Hergé with a cinematic clone of his fictional boy hero

Graphical style
Tintin’s creator wrote and published under the name of Hergé (real name: Georges Remi)…the Belgian cartoonist pioneered a distinctive drawing style for comic strips which later became known as Ligne claire (“Clear line”) (coined by Dutch cartoonist Joost Swarte in 1977). This comprises ”uniform strong lines, flat saturated colour” and “clearly delineated shapes and volumes” (‘The Afterlife of Tintin’, Jenny Hendrix, LA Review of Books, 27-Dec-2022, www.lareviewofbooks.org).

Blighted by propaganda, racism and chauvinism
Tintin was instantly and massively popular right from the cartoon’s onset—boosted by Hergé’s innovative use of speech bubbles, an American invention unfamiliar to the European comic scene at the time—despite this the comic has garnered its fair share of flak as has Hergé, the author. The first three books, Tintin in the Land of the Soviets, Tintin in the Congo and Tintin in America, in particular drew the ire of critics. The first with its unsubtle anti-communist message was much disparaged as “cheap right-wing propaganda for small children” (Harry Thompson, Hergé: Tintin and his Creator (2011). The Congo and America books were pilloried in some circles for blatantly racist depictions of native populations. The youthful Hergé, swayed by a conservative Catholic upbringing, was very much a creature of the time and his crude depictions of the Black African tribes in particular reflected a prevailing Eurocentric sense of superiority and prejudice. Tintin Au Congo praises the virtues of colonialism and missionaries and expresses a wholly patronising view of the local Africans who are portrayed as primitive, lazy and infantile❸ (‘Hergé’, Lambiek Comiclopedia, www.lambiek.net). Another criticism of the Tintin comics is the charge of sexism, women are almost completely erased from the stories – the one female figure with anything like a steady presence in the books is operatic diva Bianca Castafiore who is portrayed unflatteringly as foolish and imperceptive (Hergé pointedly is on record as saying women have no part in the stories which “are all about male friendship”).

In the early Sixties there were 2 French-made film adaptations of Tintin
Other discordant voices against Tintin’s author surfaced during the Nazi occupation of Belgium during WWII. Hergé worked for collaborationist pro-Nazi newspapers Le Petit Vingtième and Le Soir and elements of Anti-Semitism emerged in his presentation of Jews. Unfortunately it didn’t end with the war, Jewish racial stereotypes also reappear in postwar Tintin stories, eg, Vol 714 pour Sydney (‘Flight 714 to Sydney’).
A parody by Belgian cartoonist Dubus depicting a captive Tintin begging businessman Rodwell for his liberty (Source: Sydney Morning Herald)

”Kidnapping” a children’s icon?
Since Hergé’s death in 1983 Tintin’s artistic providence and the author’s estate has been rigidly controlled to the nth degree by his widow Fanny Vlamynck and her second husband Nick Rodwell. Hergé’s heirs through their management firm Moulinsart S.A. Moulinsart spearheaded by an unflinching Rodwell have obsessively pursued a crusade, suing everybody who uses Hergé or Tintin’s name or image without their permission. Not content with cracking down on bootleggers, plagiarists and copyright infringers, perversely they have targeted Tintin parodists, students, collectors, fan clubs, comic stores and people auctioning original artwork as well. They even tried to block journalists from taking unauthorised photographs at the Hergé Museum opening event (Lambiek). Individuals subjected to Moulinsart’s trigger-quick lawsuits include a French novelist who reproduced a drawing of Tintin in a book with a print run of only 200 copies and an elderly artist (and friend of Hergé) who painted the image of Tintin on some old bottles (‘Meet Nick Rodwell, Tintin heir and least popular man in Belgium’, Julien Oeuillet, Sydney Morning Herald, 30-Oct-2015, www.smh.com.au). Bart Beaty, a professor of comics at the University of Calgary, described Moulinsart as being “relentless in the protection of the Tintin copyrights even to the point of discouraging academic study of the Tintin books” (‘Moulinsart Lost A Legal Case At The Hague Over Tintin Rights’, Comics Reporter, 08-Jun-2025, www.comicsreporter.com). Other detractors including Hergé’s nephew have pointed out how under Moulinsart‘s direction “a hero dedicated to children has become the lynchpin of a profit-minded machine that is stifling the enthusiasm of Tintin admirers“ (‘Fans of Tintin cry foul’, Stanley Pignal, Financial Times, 08-May-2010, www.ft.com).

Moulinsart have mined the full depths of Tintin’s merchandising potential, many spin-off items priced at the luxury high-end

Genootschap (Source: www.hergegenootschap.nl/)
A small win for Tintinphiles and Tintinologists
The pattern shifted a few years ago when Moulinsart and Rodwell’s attempt to prosecute a small Dutch fanzine of Tintin Hergé Genootschap (Hergé Society (or Fellowship)) for including Hergé’s strip in its newsletter backfired badly❹. In a surprise twist a Dutch court in 2015 ruled that a 1942 contract between Hergé and his publisher Ediciones Casterman presented by the defence gave Casterman, NOT Moulinsart, the rights to publish the 22 Tintin albums. The right “to exploit extracts of the books and pictures” however still belong to the Hergé heirs (‘Tintin and the Copyright Mystery, Carolina Sánchez, Lady Trademark, 06-Oct-2015, www.ladytrademark.blogspot.com).
Fmr Australian prime minster Kevin Rudd satirised as Tintin

Endnote: Imitating Tintin
Parodies and pastiches satirising Tintin have been around since the 1940s. When Hergé compromised his reputation by publishing (Tintin) in a collaborationist-run Belgium newspaper” in war-time, it provoked a satire of Tintin, ‘Tintin au Pays des Nazis’ (‘Tintin in the Land of the Nazis’). Other parodies featuring Tintin include as a disaffected working class English youth who turns to political radicalism; ‘Tintin in Lebanon’ and ‘Tintin in Iraq’, embroiling Hergé’s “golden boy” in the intractable maze of Middle East conflicts; ‘Tintin in The Shire’, Tintin as a stereotypical Sydney bogan, etc.❺

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❶ though he acts more like a detective, investigating crimes and mysteries and at times carries a pistol and even makes arrests

❷ according to Tintin’s publishing house the books are marketed for “the youth between 7 and 77 years old” demographic

❸ to his credit Hergé did redress some of the crude and xenophobic representations of the earlier books in Le Lotus Bleu (‘The Blue Lotus’, 1934-35) in which Hergé depicts China and the Chinese people with more accuracy and evenness (Lambiek)

❹ Rodwell’s attempt to sue a French artist who did mash-ups of Tintin and Edward Hopper paintings was also thrown out of court with the judge determining that the artist’s works were legitimate parodies of Tintin which was fair game

❺ “most of these parodies would probably have remained obscure curiosities, if it weren’t for Moulinsart’s active attempts to hunt the makers down, giving them more publicity” (Lambiek)

The Astérix Series: High Comic Art with a Few Dark Shadows

Creative Writing, Leisure activities, Literary & Linguistics, Media & Communications, Memorabilia, Popular Culture, Public health,

“The year is 50BC. Gaul is entirely occupied by the Romans. Well, not entirely . . . One small village of indomitable Gauls still holds out against the invaders.”

𓆸 𓆸

The “indomitable Gauls” in question are the tribe of Astérix, pint-sized Gallic hero of the long-running eponymous French comic strip with its legion of dedicated fans. Like all classic literary modes, be they of a pop cultural kind or more highbrow, the Astérix comic can be read on more than one level. On the surface the impossible but highly comical escapades of its principal cartoon characters (Astérix and his sidekick Obélix) are much loved and savoured by aficionados across the globe. On another level some observers have detected various allegorical meanings delving within the cartoon series.

Astérix’s debut, 1959

The Astérix comic strip (in France known as a bande dessinée – literally “drawn strip”) made its debut in 1959 in the Franco-Belgian comic magazine Pilote under the the strip title Les aventures d’astérix. The Astérix phenomenon that followed that unassuming beginning was the result of a long and harmonious collaboration between writer René Goscinny and illustrator Albert Uderzo.

Getafix, Druid & grandmaven

What a Gaul!
The basic plot of the comic is that Astérix and his XXL-sized friend Obelix reside in the sole remaining village in Gaul which has not been conquered by the might of the Roman war machine. The reason enabling its continued freedom is that Astérix has access to a magic potion supplied by the village’s Druid Panoramix (in English translations: Getafix) which gives him temporary, superhuman strength (Obelix is already endowed with extraordinary strength courtesy of having fallen into the cauldron of magic potion as a baby). The two companions, usually accompanied by Obelix’s little dog, Idéfix (English: Dogmatix), spend their time roaming around the countryside of Armorica (modern-day Brittany) bashing countless numbers of heads, mostly of the hapless and unsuspecting Roman legionnaires. In many of the books the magic potion-fuelled duo venture out on escapades to lands both far and near from Gaul.

Dubbleosix in ‘The Black Gold’

Undisguised punnery
Much of the humour in Astérix revolves around Goscinny’s and translator Bell’s (see below) use of puns and in-jokes which abound in the character names, Astérix, the comic’s central protagonist is of course “the star” (for which “asterisk” is another word); the monolithic-like Obelix is a carter and shaper of menhirs which are also known as “obelisks”; Bell translated Obelix’s dog’s name as…Dogmatix – what else! A spy Druid in Astérix and the Black Gold with more than a passing resemblance to Sean Connery is given the name Dubbelosix.

Nomenclature of the dramatis personae
When sketching out the framework of their fictional First century BC Gaul Goscinny and Uderzo decided on a formula for the names of each of the groups of characters. The Gauls’ men’s names would end in -ix (the inspiration for this was the real-life Gallic chieftain Vercingetorix who revolted against Julius Caesar’s Rome in 52BC), so we have Vitalstatistix (chief of Astérix’s tribe) and his brother Doublehelix; Assurancetourix (English: Cacofonix) (bard and scapegoat of the village); Geriatrix (oldest member of the village); Unhygienix (village fishmonger); Cétautomatix (village smith) (Eng: Fulliautomatix); Saingésix (wine merchant) (Eng: Alcoholix), etc. etc. The Romans mostly are identified by names with the suffix “-us” (although “Julius Caesar” (Fr: Jules César) appears as a fictional character under his own name)…as the “bad guys” the Romans all tend to have derogatory or demeaning names, eg, Pamplemus (Arteriosclerosus); Cadaverus; Caius Fatuous; Caius Flebitus …you get the idea!

‘Astérix and the Normans’

Goscinny employed suffix-identifiers for other national groups in the books. For instance, the names of the fearsome Norman tribesmen were all given -af endings, so we get lots of joke names like Psychopaf, Riffraf, Autograf, Nescaf and Toocleverbyhaf, ad tedium…basically anything preposterous enough Goscinny and Bell could think of that would raise a laugh. The device extends to Britons (-ax)(usually puns on taxation, eg, “Valueaddedtax”), Germans (-ic), Greeks (-os) and Egyptians (-is).

‘Astérix and Cleopatra‘

Stereotyping and racial tropes
One of the preoccupations of the Astérix comics and the source of much of its humour is ethnic stereotyping. Uderzo and Goscinny delight in lampooning the perceived national traits of different groups of Europeans. The English are depicted as phlegmatic, love to drink lukewarm beer and tend to speak in a chipper, upper-class way. The Iberians (Spanish) are displayed as being full of pride and tend to have choleric tempers. The Normans (Vikings) drink endlessly and fear nothing. Goths (the Germanic tribes) are disciplined and militaristic, but are not unified and fight among themselves. This all reads as a bit problematic especially in this age of political correctness. In the case of the Spanish the generalisations are compounded by Uderzo’s unflattering drawings of them. But the most disturbing element of the books’ stereotyping of races exposing the creators to
considerable criticism relates to the bigoted portrayal of Black Africans. Slaves in the series are always Black and sometimes they have have bones through their hair and other cliches (eg, Astérix and Cleopatra). Uderzo also introduced the character of a caricatured Black pirate (Baba)—notoriously depicted with exaggerated racial features, enormous, full red lips—who appears in several books including Astérix in Corsica and Astérix and Obélix All At Sea. For this reason American cartoonist Ronald Wimberly has described the Astérix comics as “blatantly white supremacist” in nature and thus unsuitable for children (’Race and Representation: Relaunching Astérix in America’, Brigid Alverson & Calvin Reid, PW, 19-Aug-2020, www.publishersweekly.com). In recent versions of the comic edited for the US market the overt racialist profiling has been toned down a bit (‘Asterix Comes to America‘, Jo Livingstone, Critical Mass, 17-Jun-2020, www.newrepublic.com).

Black pirate lookout in ‘Astérix in Corsica’
Bravura and the village women in revolt

Uderzo v feminism
Similarly, Astérix has attracted criticism for its negative portrayal of women in the strips. Asterix and the Secret Weapon for instance introduces a female bard Bravura from Lutetia (Paris) who incites the women of the village to revolt against their husbands and the patriarchy. ’Secret Weapon’ unsubtly parodies feminism and gender equality. By 1991 when the album was published it might have been hoped that Uderzo would have expressed a more enlightened and nuanced perspective on sexual politics, but he and Goscinny were very much products of their time so it probably shouldn’t surprise that the artist/storyteller was still implacably fastened on to his old ideals of male chauvinism and hegemony.

The ludicrous amount of violence dished out in Astérix—the heroic Gallic duo are constantly bashing Roman skulls senseless—has also opened the comic strips up to criticism from some quarters. In 2007 the Swiss-based organisation Defence for Children International echoed Wimberly’s sentiments, saying that Astérix, Obélix & Co set a bad example for the young by constantly fighting with everyone, never at peace with their neighbours…adding that the comic series was “too monocultural” in its obsession with “invaders” (The Guardian).

‘Astérix and the Great Crossing’: Astérix & Obélix tango with native Americans – more sterotyping of ”the other”

With Goscinny’s untimely early death in 1977 Uderzo took on responsibility for the Astérix scripts as well as the artwork. Uderzo solo added another nine comic books to the Asterix oeuvre, although he retained the late M Goscinny’s name on the covers as co-creator. The Astérix‘s scripts written by Uderzo were not in the same class of storytelling as Goscinny’s—lacking René’s incisive wit and punchiness—but even so, the Uderzo-penned comic albums still proved bestsellers, such was the lustre of the Astérix brand.

Enter the new generation of Astérix comic artists
By 2011 Uderzo in his eighties was ready to pass the Astérix baton on to two cartoonists who he had been mentoring. The new team, Jean-Yves Ferri (writer) and Didier Conrad (illustrator), having got the master’s nod of approval, produced Astérix and the Picts in 2013, followed by four more Astérix albums thus far. Ferri and Conrad have even introduced new characters with contemporary and topical resonance, eg, Confoundtheirpolitix, a muckraking journalist, spoofing Julian Assange (Astérix and the Missing Scroll). Unfortunately, since becoming custodians of the world’s most famous cartoon Gaul, Messieurs Conrad and Ferri have missed the opportunity to redress the earlier derogatory depiction of Africans drawn by Uderzo. Instead Conrad tactlessly reprised Uderzo’s Black pirate lookout character in 2015 in ‘Missing Scroll’) with the same racist depiction of Baba with bulbous red lips.

‘Astérix en Bretagne‘

Astérix for Anglos
Translations into English of the iconic comic books began in 1969. Anthea Bell, in collaboration with Derek Hockridge, was the gifted translator who worked with the full sequence of Astérix creators. Bell’s distinctly English expressions and puns as translated won much praise “for keeping the original French spirit intact” (‘Anthea Bell’, Wikipedia, http://en.m.wikipedia.org). Bell also shared with Goscinny a delight in the humour of historical anachronisms which filter through the various books.

The Astérix industry
As at 2021, with the publication of the 38th Astérix comic book Astérix and the Griffin, the books have sold a staggering combined total of 385 million copies worldwide. They have been translated into 111 languages and dialects including Afrikaans, Welsh, Hebrew, Occitan, Arabic, Urdu and even Latin. Astérix adaptation to the screen comprise 10 animated films and four live action films (of which only Mission Cleopatra merits any accolades at all). There’s the usual accompaniment of merchandising of course and even a theme park, Le Parc Astérix, north of Paris. The comic books’ following spans the globe, in their heartland, France and Belgium, in Germany, Britain, just about everywhere they have been in vogue with the notable exception of the US.

What’s the secret of the Asterix comics’ success?
To M Uderzo the endearing nature of Astérix’s popularity remained a puzzle that he couldn’t fathom, best left to others of which there has been no shortage of opinions aired over the years. Clearly, the character of Astérix is deeply rooted in French popular culture. Two-thirds of the French population had read at least one Astérix books according to a 1969 national survey (‘Going for Gaul: Mary Beard on 40 years of Astérix’, The Guardian, 15-Feb-2002, www.amp.theguardian.com . Some observers put the appeal down to the escapism the comics represented – providing “a world of joyful innocence born in the aftermath of (world) war” ‘My hero: Asterix by Tom Holland‘, The Guardian, 26-Oct-2013, www.amp.theguardian.com . This sentiment is echoed by those who have called the series ”the most brilliant antidote to (the catastrophe of) Vichy in French literature”. Many French people identify with the petit Gaul as a symbol of rebellion, standing up for the “little guy“ against Goliath. To them Astérix’s steely determination to defy the juggernaut of Roman power mirrors the impulse in the hearts of many modern-day French citizens to hold out and not succumb to the all-conquering globalisation driven by the United States. While the French feel an inextinguishable pride in Astérix (“simply French”), to many outsiders the comics personify what they take to be the French character, such as the trait of “infuriating, occasionally endearing contradictions” (John Thornhill, Lunch with the FT: Asterix the national treasure’, Financial Times, 24-Dec-2005, www.financialtimes.com). Another take on Astérix’s popularity beyond the borders of France is that the idea of an heroic “native freedom-fighter” defying Rome struck a resonant tone in countries which had once been subjected to the tyranny of the Roman Empire (Beard).

Footnote: In Astérix in Belgium, the 24th volume in the series, village chief Vitalstatistix, Astérix and Obélix head off to Belgae to tangle with an equally fierce tribe of Belgian Gauls. As usual, the comic is saturated with cultural references, Goscinny weaves in a series of gently digs at the Belgians, spoofing famous national celebrities like Walloon actress/singer Annie Cordy and cyclist Eddie Merckx. The comic’s battle scene is a riff on the historical Battle of Waterloo and Uderzo draws in a cameo appearance by fictional detectives Thomson and Thompson from Belgium’s most honoured cartoon strip Tintin (‘Asterix v24: “ Asterix in Belgium”’, Augie De Blieck Jr, Pipeline Comics , 25-Jul-2018, www.pipelinecomics.com).

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some sort of pun on “insurance”
although it should be noted that no one is actually killed in the comics
shared by Uderzo himself who said in 2005, “the more we are under the sway of globalisation, the more people feel the need to rediscover their roots”, which is what he hoped connecting with France’s ancient Gallic past via his cartoon creation might help achieve
Goscinny died during the comic’s production and this was also the last Astérix that Albert Uderzo’s artist brother, Marcel, worked on

Mister Softee, Mr Whippy and their Clones and the Ice Cream Van Turf Wars

Memorabilia, Popular Culture, Social History, Society & Culture

”I scream, you scream, we all scream for ice cream”
~ the words of a popular 1927 novelty song…prompting numerous later references to the refrain dotted throughout American popular culture, eg, ads for Hersey’s ice cream; a prison chant in Jim Jarmusch’s cult 1986 indy film
Down by Law; etc., etc.

‘Down by Law’.

🍦🍦 🍦 🍦 🍦 🍦

Source: truelocal.com.au

For anyone growing up in suburban Melbourne or Sydney or one of the larger conurbations in 1960s and 1970s Australia, the familiar strains of the “Greensleeves” tune permeating the local neighbourhood in Spring or Summer-time could mean only one thing – the approach of a Mr Whippy ice cream van. Within seconds queues of animated parents and children would form in anticipation of indulging in their favourite soft-serve frozen ice delight.

Like most popular commercial trends the mobile ice cream van was an import to these shores. The archetype Mr Whippy emerged from the English Midlands city of Birmingham in 1958, starting with a modest six vans and copying the formula, look and business plan of America’s Mister Softee ice cream trucks (see below). By 1961 the homegrown Mr Whippy fleet on the road had extended to 150 vehicles. Mr Whippy came to Australia when company founder Dominic Facchino shipped six pink and white Commer Karrier vans out to Sydney in 1962. Two years later Mr Whippy vans landed on the shores of New Zealand. By this time Facchino had sold the business which was eventually acquired by industry giant Unilever. By the 1970s the Mr Whippy franchises down under were sold to private operators who varied the vans’ styling and colours (‘1962 Mr Whippy arrives in Australia’, Australian Food TimeLine, www.australianfoodtimeline.com.au). The NZ Mr Whippy operators switched vehicles (to Isuzu Elfs) as well as colour schemes (a common choice became orange and white with a yellow stripe)𝟙.

The ubiquitous Mister Softee (Photo: Elena Kadvany)

1956 was Year Zero for the mobile ice cream vendor. The first soft whip ice cream truck to venture onto the streets of suburbia was the brainchild of two Irish migrants to America, William and James Conway, living in Philadelphia. The initial ice cream run was prompted by St Patrick’s Day celebrations with the two brothers selling green-coloured ice cream in cones to the local West Philly community𝟚. The single van quickly morphed into a franchise business under the name “Mister Softee”, with headquarters in Runnemede, New Jersey, since 1958. At the height of the Mister Softee phenomena (late 1960s) they were operating 1,000 trucks across 15–18 American states. Today, the Mister Softee operations, still owned today by the Conway family, has scaled back the number of trucks as a consequence of both the growth of competing business and a national drop in the consumption of ice cream𝟛 (‘A Brief History of Mister Softee’, Daniela Galarza, Eater, 17-Jul-2015, www.eater.com).

Marchetti Bros ice cream van, 1980s Glasgow

A deadly serious side to the business
The sensory pleasures, the nostalgia, associated with the iconic ice cream van masks a darker chapter in its history. Glasgow in the UK in the 1970s and 80s was blighted by the growth of vast housing estates in its peripheries. With massive unemployment and a lack of infrastructure servicing these estates, the city’s ice cream van vendors experienced a boom in business
𝟜. The success elicited interest from Glasgow’s organised criminal gangs who sought to muscle in and use the trade’s popularity to sell drugs, bootleg commodities like cigarettes and even weapons. Rival gangs vied for a piece of the action, resulting in turf wars. The gangs employed intimidation and violence to coerce van drivers and owners into cooperation…in a notorious incident one local driver, Andrew Doyle, refused, with fatal consequences. Doyle worked for one of the “competing ice cream factions” (Bloomberg) in Glasgow, Marchetti Bros. After a failed attempt to kill Doyle on his ice cream van route, a rival gang succeeded in murdering the recalcitrant driver along with five members of his family in an arson attack on their home. Two men were convicted and sentenced, but were ultimately released on appeal after spending two decades in prison.

Mr Whippy Clones (Photo: 9Nine.com.au)

Generic Mr Whippy and the Clone Cone Vans
The popularity of Mr Whippy unsurprisingly has spawned numerous imitators wherever the original has had a retail impact. So much so that the name “Mr Whippy” today is a generic term for any ice cream truck selling the familiar soft-mix in single cones. Trademark holders of the name—such as Mr Whippy P/L/Franchise Food Co in Australia—have attempted to make small, independent operators in the field comply with their exclusive right to use the name and the playing of ‘Greensleeves’. Consequently, many imitators resort to using names that echo the famous original, eg, “Mr Softy”, “Mr Soft Serve”, and “Miss Whippy”, whilst continuing to offer up the standard menu of soft-serves, sundaes and milkshakes.

Mr Softee’s bête noir Master Softee (Photo: Newtown Pentacle)

NYC’s ice cream turf war
Across the Pacific the premier US soft-mix seller Mister Softee has been embroiled for years in an acrimonious turf war with an upstart competitor. A disgruntled former employee started his own rival ice cream truck business which infringed Mister Softee‘s trademark by blatantly copying it’s blue and white colour scheme, cursive lettering, mascot and distinctive jingle, not to mention ripping off its name. Mister Softee took the copycat “Master Softee” to court, forcing it off the road. Master Softee responded by rebranding itself as “New York Ice Cream” and allegedly launching a campaign of intimidation against Mister Softee drivers (‘As Summer Begins, NYC’s Soft-Serve Turf War Reignites’, Stefanie Tuder, Eater, 30-May-2017, www.eater.com). For its part, Mister Softee hasn’t been entirely squeaky clean in the affair, it resorted to hiring private eyes to spy on the movements of New York Ice Cream’s drivers.

early Good Humor vending truck (Source: mahoninghistory.org)

Endnote: From special treats for the elite to mass consumption item
The ice cream van made the frozen confectionary more accessible to more people but it wasn’t responsible for its popularity with the public. The treat itself goes way back. Imperial rulers in antiquity such as Alexander the Great and Roman emperors Nero and Claudius were known to have a sweet tooth for snow and ice concoctions flavoured with honey and nectar and other fruits. “Cream Ice” desserts graced the royal dinner tables of English and French monarchs in the 1600s. US presidents Washington and Jefferson were big fans (‘The History of Ice Cream’,
IDFA (International Dairy Foods Association), idfa.org ). In the 20th century the imposition of prohibition in America—together with technological improvements—more efficient refrigeration and better ice cream production methods—were a catalyst for the widespread popularising of ice cream in society…the nationwide ban on booze and bars left a void which ice cream and ice cream parlours rapidly filled (‘Why Ice Cream Soared in Popularity During Prohibition’, History Channel, 28-Jan-2021, www.history.com).

Photo: Manchester Evening News

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not necessarily the first mobile ice cream vehicle though…in 1920 Harry Burt in Youngstown, Ohio, began selling his “Good Humor” chocolate-coated ice cream bars from Ford trucks equipped with rudimentary freezers

𝟙 in New Zealand the franchise passed into the hands of ice cream manufacturer Tip Top

𝟚 William and James at the time worked for Sweden Freezer, a leading manufacturer of ice cream machines in the US

𝟛 to about 350 franchisees and 625 trucks

𝟜 the ice cream vendors also were purveyors of household staples (milk, bread, newspapers, etc) for the estates’ residents