Books: Feed Your Head

rdf:langString Books: Feed Your Head

rdf:langString Neil Burger

rdf:langString Books: Feed Your Head was a campaign to promote reading, which MTV aired in 1991.It consisted of a series of three 60 second PSA's in which contemporary actors read out snippets of literary works in order to entice the MTV audience into reading books. They were produced by Propaganda Films in conjunction with MTV. The series was created and directed by Neil Burger and starred Sherilyn Fenn, Aidan Quinn and Timothy Hutton. Burger has stated they reflect his 'edgy' sensibility. According to Abby Terkuhle, MTV's 'vice president, creative', MTV were concerned that people are not reading as much as they should and could be. MTV therefore decided to cultivate interest in literacy by bringing to life some famous literary works. Terkuhle also states that it fits in with MTV's overall pro-social direction. "We've had public service campaigns on the environment, racism, literacy and registering to vote." Burger adds that the spots do not address illiteracy but aliteracy: "They're aimed at people who know how to read [but] who don't because they're too busy or they think that reading is boring. The idea behind the spots is that reading is as cool or as entertaining or as sexy or as fun or as weird or scary or whatever as their favorite TV show or favorite rock band."