Guess who's back. Back again. Blog is back. But, don't tell a friend; no one knows we're staying here and we'd like to keep it that way for a while. Low pro kid, low pro. But methinks we doth digress too much.
With this entry we've decided to continue the trend we began in our last post of looking at, well, trends in the advertising world. Perhaps we should explain that by "trend" we mean that we've noticed a similarity in subject matter across the ad spectrum, from eyeglasses to soda: it seems that it has become very desirable to pair one's product with the nebulous force of "creativity." Specifically, to imply that one's product is the secret to unlocking said force.
It can be found in any medium: a poster for Oakley's prescription eyeglasses adorning a Lenscrafters wall reads, "Perform beautifully." Pictured is a female musician standing in front of a microphone, wearing a pair of Oakley specs. A television ad for Sprite brand soda depicts a conglomeration of ideas bombarding a screenwriter after he takes a sip of the soda. The slogan? "Its the spark." The implication is glaringly obvious.
Why is it that a large portion of Americans seem to respond more to a product if its endorsed by celebrities in the creative field, particularly actors or musicians? Why is it that we apparently want to be so much like them, or rather that they are depicted as the ideal? Is it because they seem to us to be the more successful people in our society, because they've achieved a high level of monetary gain while simultaneously remaining free of the Man, man? Is that actually true?
There's nothing wrong with being in the creative field, if you have the talent for it (although the definition of talent lately could be called dubious in large part), but why do we have "celebrities" endorsing every product? Why not scientists or authors or the like, if the product or charity or whatever this week's cause is merits that? They are also creators, though not in the sense that has become mainstream. What we have now in where society sees fit to place reverence or respect seems to be the equivalent of someone defining "culture" as being merely music and food.
Read it, digest it, and don't get gas from it, fantastic people. It does your body good, without that annoying mustache. Let us know your take on it, and we'll do our best to respond promptly and foster discussion. Some examples we've seen on television are posted below.
Sprite "spark" ad:
Diet Coke ad:
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