Slim Punk
Disclaimer: those of you in marketing may find the following uneasy. However, knowing the resourcefulness of marketers, you will no doubt be able spin this to your advantage anyway.
I was a punk rocker. I mention this to point out an exquisite irony. I was 17 years old, lonely, and unpopular at school. I read Dostoyevsky at home, listened to jazz on the car radio, and went to see adapted plays of Cervantes's "The Man From La Mancha." I was a real nerd. Then I made a new friend who in turn took me under her wing and introduced me to a whole new 'rebellious' world. She had a streak of pink in her hair, and wore jeans torn up at the knees. I spiked my hair, wore a leather jacket with big safety pins and did exactly what all the other 'punks' did.
And I thought I had become an individual, a rebel, someone who thought for herself outside of society, when in fact I was a fanatic conformist. And that is the beauty of marketing, because in our society even if something doesn't make much money it will market itself.
We live an age where we are encouraged to pick an image to emulate and we do it without realizing that we are emulating. We are tricked into thinking we are doing something original, when in fact, originality is a rare commodity these days (where I live there are even chain restaurants that from their exterior pretend to be mom and pop).
Then there is fat and skinny. Anyone who watches TV can testify to two truths: one, TV encourages you to sit on your derriere, and second, it encourages you to eat large quantities of food. It encourages you to be obese in other words. On the other hand, it scares the heck of out you to stay slim, and intimates that overweight people don't meet fun people or have fun lives (in fact, that they have shorter lives). They have a hard time getting dates as well. That roller coaster is a callous marketer's dream I'd say.
Of the countless examples in paradox from marketing history, perhaps my favorite is the 'create your own image' campaigns of the early 70's. Basically that meant selecting from a variety of clothes offered by 'hip' clothing retailers that the middle class could afford. Well, you can image how unique the images turned out. That campaign was the precursor to The Gap, which is also a great name in terms of irony marketing.
Dinah Jackson writes articles about Pokemon, relationships and travel. For the newest Pokemon Black & White information on the web, check out the new Pokemon free online magazine called Pokezine. Hundreds of magazine articles on all different Pokemon subjects for free. Get all the latest news, plus tons of information about upcoming great items like Pokemon Serperior Plushie, Oshawott, Snivy, Tepig, Minccino and many others. Check it out. Its 100% free.
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