America is Now BA

I did not enjoy reading this essay in the slightest. Frank used as many big and confusing words as possible to get across his point. Granted, he sounds intelligent, but it made me not want to listen to what he had to say.

So basically, America has now adopted the image of a "bad ass" when marketing to just about anyone. Brands such as Burger King, Dodge, Levi, Arby's, Special Export Beer and Hugo Boss all have slogans surrounding this idea of cheating, breaking rules, being different and special. This is a 180 degrees switch from the old image presented back in the 50's. Cigarette marketers have been using this image and tactic for years now. Its seemed to work for them. Maybe everyone else is now catching on.

I think people look at manikins or ads and think if they have said product, they will also be purchasing the attitude and the identity. It is a useless way of thinking. That guy who smokes cigarettes is so cool, meaning if I smoke cigarettes, I'll be cool. No. No you wont. But thats how advertisements work. The new "bad" attitude is also idealized with arrogance (mistaken for confidence) and this idea that they can behave however they want and people will still find them cool. Again, this only happens in reality shows, books and movies. In real life, people just find you an asshole.

I believe our country needs this because of the low self confidence everyone has from the economy and their thoughts about their future. The common attitude of the average american is anxious, worried, stressed, hopeless and depressed. I think ads are using this as a "pick-me-up". They are selling their products in a way they want people to feel. Like they are on top of the world and invincible.