” A guaranteed personality”
Truly spoken by our reverend Joe Strummer – 1979.
The opening of our chapter here on Consumer Gazes asks us to think about how we are persuaded by companies into buying a product. Personally, I get into arguments with myself on this topic pretty often. Why do I feel the need to purchase a Phillies bumper sticker, why do I buy old cassettes, and why do I buy white t-shirts in packs of 5? Unfortunately, whether I like it or not, I buy these things in order to identify myself. I (along with the ever-so-ambiguous “we”) use my money to identify myself! Its pretty gross when you think about it, huh. When marketing reps sit down and discuss how to sell something, they have to decide how they’re going to appeal to someone. I’m going to use the brilliantly exciting example of NASCAR diecast cars!
My boss has a ridiculously hard job: Trying to sell people tiny metal cars that look like big metal cars. There are many unfortunate ways they attempt to sell these to people, many appeals are used. Here are the 2 major appeals!
Logos – From a sound financial standpoint, these cars are a good investment! You can pay the low, low price of just $69.95, and in only a few years, you’ll be selling these cars for $100 a pop! How can you not make this kind of investment?
Pathos – Dale. Earnhardt. Senior. The man, the legend, the Intimidator! To this day, we all miss the presence of this great man. Now, for a limited time, you can help keep his dream alive with the 5th anniversary Dale Earnhardt 1/24 collectible diecast car!
Ethos – …..I can’t do it. There is nothing ethical about tiny cars made in China that we sell for twice as much as we buy them for. hahahahah….but seriously, it is messed up stuff.
As for the essays in question for this week, I need to wait till I get home to my scanner to post my response. Its a pretentious visual outpouring of my feelings! For now, I can say that I was seriously disturbed by the reading. It doesn’t matter how many of these facts are new or old to me, it is all absurd every time. Is our need to consume more important than our need to give? Do we have to look away? It is almost as if these companies think that they are rewarding us, that they are doing us a favor by keeping these things secret! When it comes to Nike’s letter to Martin Espada and his response, whose words speak louder? Whose are more effective? Nike as opposed to the women they enslave for labor, who is it that we see more of? And Disney versus the men and women in Haiti, which one did we watch as children? It makes me wonder if our country as a consumer whole is more interested in logos, convenience, and peace of mind than we are our own emotions and ethics?
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