"Be Independent from Acne"
So, I don't get spurred into writing things too often these days, but I just saw an advertisement online that I need to comment on.
Everyone's seen the Jessica Simpson, Lindsey Lohann Proactive soap commercials. Well I just saw an ad telling me to "be independent from acne". Now that really doesn't seem so bad, until you pick this stupid sales pitch away.
Now, the goal of any advertisement is the same (that is, for the consumer to buy (meaning purchasing, believing, etc.) whatever is being advertised). However, the means by which an advertisement attempts to obtain that goal varies greatly. We all remember taking D.A.R.E. in elementary school and we all remember learning about the different types of advertisements. Sex appeal: Use this cologne and you will be hot ripped and a rock star. Fun appeal: Drink this cola and a band of Jamaican steel drummers with throw a toga party at your house. I however, can't remember (although I'm sure I'll notice more of them now) ever seeing or realizing that I had seen an advertisement of a product that not only would meet the use immediately associated with the product, but also indirectly defines the norms of a society all the while handing you a supposition explaining how you can meet those norms. "Be independent from acne." The Proactive solution does just that.
The idea of independence has been one of, if not the biggest subconscious normality of Americans since our country was founded. Revolutionary soldiers, Hippies of the 60's and 70's or immigrant workers all share(d) goals of independence. Be it political, social or economic, all have worked or work for goals of independence.
"Be independent from acne."
Many companies have realized this underlying feeling among Americans and like any good businessman would, they have capitalized on it. I can imagine a board meeting for the advertising department of Proactive with some asshole pitching his new slogan for the company, "Be independent from acne. The key word here is independence. Independence leaves one with the sense of empowerment and confidence, with the gumption to say, "Hey, I stand out from the crowd and I'm not ashamed!" A recent survey we took said that 80% of people rate independence as...."
Blah, blah, blah, bullshit right? But it isn't! People buy into this crap and I'm sure that Proactive sales are as high as ever! So what exactly am I trying to say with all of this? How did this advertisement get me so worked up? It's not because I have anything against the Proactive solution (it's really just overpriced soap). I do have a problem with people trying to sell me something they can't give me for 30 dollars for a month's supply. I mean, something thousands upon thousands of people have died for, something that hardly anyone cares about and everyone takes for granted: Independence! Freedom! Call it what you will because you can't have one without the other. And the fact that companies get away with it all just makes it so much worse! Why can't they just make an ad that says "We make really good soap and it will help your acne problem"? Oh right, because it wouldn't sell well! People are like that dog with the keys to the prison door in stupid action movies and the businesses are like the inmates trying to coax the dog to bring them the keys. The inmates are screwed if they can't get the keys so they try and get the dog to come with a big juicy bone that they pull out of nowhere. The only difference is bones aren't good enough nowadays. People would rather break there teeth chewing on the keys then go for just the bone, which is why they have to be coaxed with bullshit as well, in Proactive's case, promising the dog a distinguishing and valuable characteristic that is impossible provide.
Conclusion: People are stupid. Big businesses are big assholes.
Questions:
1) When people take for granted what they have, can they really enjoy it?
2) Can and will someone take that from them?
3) Is that happening now?
4) Would they fight for something they don't hold dear?
Suppositions:
1) No
2) Yes
3) Yes
4) No
I don't go on tangents very often. Thanks for indulging me.





