2008 Woodie Awards
The United States: a branded nation
Jennifer Bhargava
Issue date: 1/23/06 Section: Forum
- Page 1 of 1
We live in a nation where culture is defined by brands.
McDonald's and Coca-Cola are staples of the American lifestyle. Both companies boast more influence among the world than any politician could imagine.
Other companies are so powerful they have become generic nouns in the English language.
When we scratch our knee, we request a Band-Aid. When we need to blow our nose, we ask for Kleenex.
Companies are not only shaping our material necessities but are creating cultural norms within our society.
Take a look at history-diamond engagement rings and appropriate female hygiene in the United States both rooted from corporate advertisements.
For hundreds of years, women in America wore engagement rings made of colorful stones or pearls. At the turn of the 20th century, diamond company DeBeers created the advertising image that diamonds were forever and therefore perfect for a wedding ring. Nowadays it is simply unheard of for a woman to receive anything else.
During World War I, the Wilkinson Sword Company, who made razor blades for men, designed a campaign to persuade North American women that underarm hair was unhygienic and unfeminine. In two years, the sales of razor blades doubled as a generation of women began the tradition of smooth underarms and legs.
Of course, we know these companies aren't looking out for the well-being of our society and trying to make the world a better place.
It's all about the money.
I don't know about you, but the fact that corporations' greedy schemes are influencing the lifestyle of an entire country really freaks me out.
Are we doomed to be a nation of brainwashed, name-brand worshipers?
Any glimpse into a public high school might make give someone that impression.
All the cool teenagers shop at Abercrombie & Fitch, American Eagle and pretty much any popular store where the ads show half-naked teenagers looking bored and being cool.
I am not saying shopping at these stores is a bad thing-I enjoy cute clothes as much as the next college girl does. However, paying anything over $20 for a simple T-shirt that says "Abercrombie & Fitch" is ridiculous.
We represent one of the most developed countries in the Western world, yet we willingly give multi-billion dollar corporations our hard-earned money just to prance around as their human billboards.
Ironic, isn't it?
We have created a hierarchy where paying to advertise a company makes a person socially acceptable in society.
We are allowing corporations-who don't give a damn-to create our culture.
I am sick of it.
My advice: discover yourself.
Take a step outside the box and think about what you truly adore.
Discover what Americans have in common, without bringing product names into your thoughts.
Hopefully one day our culture will be seen for more than Big Macs.
jbhargava@unews.com
McDonald's and Coca-Cola are staples of the American lifestyle. Both companies boast more influence among the world than any politician could imagine.
Other companies are so powerful they have become generic nouns in the English language.
When we scratch our knee, we request a Band-Aid. When we need to blow our nose, we ask for Kleenex.
Companies are not only shaping our material necessities but are creating cultural norms within our society.
Take a look at history-diamond engagement rings and appropriate female hygiene in the United States both rooted from corporate advertisements.
For hundreds of years, women in America wore engagement rings made of colorful stones or pearls. At the turn of the 20th century, diamond company DeBeers created the advertising image that diamonds were forever and therefore perfect for a wedding ring. Nowadays it is simply unheard of for a woman to receive anything else.
During World War I, the Wilkinson Sword Company, who made razor blades for men, designed a campaign to persuade North American women that underarm hair was unhygienic and unfeminine. In two years, the sales of razor blades doubled as a generation of women began the tradition of smooth underarms and legs.
Of course, we know these companies aren't looking out for the well-being of our society and trying to make the world a better place.
It's all about the money.
I don't know about you, but the fact that corporations' greedy schemes are influencing the lifestyle of an entire country really freaks me out.
Are we doomed to be a nation of brainwashed, name-brand worshipers?
Any glimpse into a public high school might make give someone that impression.
All the cool teenagers shop at Abercrombie & Fitch, American Eagle and pretty much any popular store where the ads show half-naked teenagers looking bored and being cool.
I am not saying shopping at these stores is a bad thing-I enjoy cute clothes as much as the next college girl does. However, paying anything over $20 for a simple T-shirt that says "Abercrombie & Fitch" is ridiculous.
We represent one of the most developed countries in the Western world, yet we willingly give multi-billion dollar corporations our hard-earned money just to prance around as their human billboards.
Ironic, isn't it?
We have created a hierarchy where paying to advertise a company makes a person socially acceptable in society.
We are allowing corporations-who don't give a damn-to create our culture.
I am sick of it.
My advice: discover yourself.
Take a step outside the box and think about what you truly adore.
Discover what Americans have in common, without bringing product names into your thoughts.
Hopefully one day our culture will be seen for more than Big Macs.
jbhargava@unews.com
