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So, we have neo-Nazi groups, the gun lobby, motor manufacturers, fundamentalist Christians, environmentalists, pagans, the makers of fast food et al, all wanting to claim Tolkien & his works as their own. But how many of them have understood Tolkien's message & his underlying philosophy?
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Quite a varied group you've got there, sir.
I must confess that I thought the commercial was amusing. Kind of tasteless considering the points you made about Tolkien's view of such technology, but cute in a wry smile, campy sort of way.
Something I learned in English class not too long ago just came to mind -- the idea of ethos, trying to gain credibility by citing sources of the fine reputation of the writer/company/whoever. Any group which quotes Tolkien, such as that progun site, is trying to back up its point by providing the words of the prestigious author, which seem to correspond to the idea presented later.
As for the KIA commercial... it's just more of a marketing device, a hook to make people feel like they're getting something out of the deal no matter what. You open an account at a bank, you get a toaster -- similar kind of idea here. Except toasters don't ride huge horses to the sound of Andunic choirs.
