Ah, Procter & Gamble corporation, you know no limits. Truly and completely shameless.
Some actual human beings worked on this campaign to literally turn forests into corporate dividends by researching — can you imagine doing this?!?! — and promoting this uber-self-parody for an entire late-imperial overclass. These people will do absolutely anything for another dollar.
Many wonder about the sources of the profound irrationality of contemporary U.S. culture and society. The main modern engine of this continuing trend has long bragged about what it does, and why, and how:
SAP Chief Marketing Officer Alicia Tillman made the point that this is also good business. She said “humans experience 27 different kinds of feelings and today consumers are using emotions more and more to drive purchasing decisions. In a study of 1,400 ad campaigns, those with purely emotional content performed twice as well as those with purely rational content.” But from there her message got a bit more, well, transactional. “We need to get experiential data to help us understand those 27 feelings,” she said.
There are interesting empirical tests of this claim here and here.
One thing modern researchers seem to be confirming is that too much money is quite bad for individual mental health.
With this hypothesis in mind, get a load of this excerpt from an interview of Suzanne Klatten, the German heiress who became a billionaire by accomplishing the extremely difficult task of being born to the majority owners of the BMW corporation:
Q: The concern is that society is breaking up into poor and rich people…
A: Klatten: There is a degree of mistrust in the social space that worries us as entrepreneurs. We know that redistribution has never worked. I think fairness is when everyone can take advantage of their abilities and develop their full potential. And if you actively promote that, then many people can get very far. Our [own] potential reveals itself in [our] having inherited and developed a legacy. We work hard every day. This role as guardian of fortune also has personal sides that are not so beautiful: you are constantly visible and at risk, must protect yourself. Added to this is envy, a trait widespread in Germany in particular. That’s why I feel misunderstood, to be honest: they focus on dividends. The rest that connects with it, is hidden. My brother pointed this out in an interview and asked: Who would want to trade with us?
This, of course, is straight-up Marie Antoinette. In a supposed meritocracy, noblesse oblige is alive and well, with the usual psychotic analysis of what constitutes the noble.
Meanwhile, would that the German people were given an actual chance to answer Madame Bimer’s question about trading places…
Very sorry, but TCT just has to ask it: At what point did he drop the “n”?
The marketing press just now is abuzz over the retirement of Lee Clow, the Chiat/Day agency bigwig whom Advertising Age breathlessly describes as “the creative mind behind ads like Apple’s ‘Think Different’ and Adidas’ ‘Impossible is Nothing.'”
Marketing honchos provide an interesting window into the psychopathology of excessive privilege. Having spent their years creating particularly shameless forms of propaganda, they are usually, upon such occasions, extra loquacious about their own endeavors.
To celebrate his own retirement, Mr. Clow, who obviously fancies himself something of a hippie/rebel, has released a “love letter to advertising.”
What’s in it? Apart from triteness and narcissism, very, very little.
Fascinating, meanwhile, that the big farewell of a supposedly major brain who retires the same week as scientists warn about the impending extinction of all insect life on Earth has nothing to say about the various wider effects of an industry that exists to “make people…maybe even buy something.”
History, should we figure out how to continue it, is very unlikely to smile upon the solipsism of such multi-millionaire clowns.
Meanwhile, it would be interesting if we were somehow able to debate how much creativity really went into “Think Different” and “Impossible is Nothing.” Doesn’t seem all that impressive, does it?
According to Nielsen data reported by Advertising Age, in the year 2018, “live sports generated 89 of the year’s 100 largest audiences” on “live plus one” TV in the United States.
This explains why there is so much money flooding into professional and quasi-professional sports now. The inherent suspense and ease-of-understanding in live athletics is now pretty much the only thing that can get large numbers of people to watch television on advertisers’ preferred terms — meaning with low control over their own exposure to ads and in-broadcast marketing messages.
Noam Chomsky is a doubly good source for making sense of the huge meanings of this news about the evolution of big business marketing, which remains by far the main engine of American off-the-job culture, aka “free time.” First, the Herman-Chomsky model of corporate capitalist media has much to offer anybody trying to figure out the filters that affect not just news reporting, but also broadcast entertainment content. Second, Chomsky has sharp and powerful things to say about the socio-political logic of sports fanaticism.