Hi there, kfw. I'm a Virginian myself (I assume we are talking about the same Charlottesville). This thread reminded me of an old ad for Richmond Ballet's Rodeo: just a pointe shoe with a spur on it. It a) caught your attention by pairing to generally unlike things, as in the football example above, and b) it did give some idea as to what the ballet was about-- although technically there's almost no pointework. Its ballet dancing with a cowboy twist. It didn't cheapen the product-- the company or the production.
I guess I'm on the side with the realists. Dance companies have to get people in the theaters in order to survive, especially the regional companies. Look at the programming. From what I know of regional ballet (which, aside from Richmond Ballet, isn't much, but still), a lot of name recognition-- Romeo and Juliet, Cinderella, and how many Draculas are there now?-- and gimmicky "contemporary" ballets that are set to pop music or have cutesy Americana themes.*
Anyway, those programs-- and of course the obligatory Nutcracker season-- allow the companies the security to keep going. If they have a good director, they can even take some risks here and there. As to advertising, I guess I think its hypocritical to balk at a gimmicky campaign when gimmick is obviously one of the means such operations stay afloat.
On the naysayers side, however, I do agree that the kitsch shouldn't get so out of hand that it alienates the core dance-goers. Still, what's wrong with the Romeo and Juliet ad the original poster refered to? It does encompass the themes of the ballet-- with the shoes to show that yes, this is ballet. As for the football ad, I'm undecided as to how classy it is, but I don't think it crosses a sacred line.
Also, on a sidenote, I think the ads for NYCB are positively boring. Probably just my personal photography preference, but they lack excitement. To me, NYCB is exciting, and I wish the posters highlighted that. I do appreciate the placement of dancers at New York landmarks, though.
*I'm not against ballets set to pop music, or integrating mainstream culture into dance by any means. Obviously there are some great dances which do this. But there are a lot more duds, if you ask me.