April 1997 target audience by Leslie Harpold |
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Acquisition Theory
Have everything? Once you have the car, the house, the purebred dog, the
summer home, the boat and the timeshare in Breckenridge, but you still
can't shake that feeling of not having it all, you might want to consider
reproduction as a means to finally achieving the status you crave. If
you're still in your fertile years, then a kidlet could be the icing on the
cake for you.
Now, I'm single and childless, and I still see some humor in referencing
ankle biters as monkeys, various insects, and of course, puppies and
kittens. However, the reference taken to it's visual conclusion seems to
speak not to me, but to people a few years older than me, and with a lot
more money. Reganomics gave us the Yuppie in all it's many forms, but
today's super successful in order to remain socially acceptable must at
least pretend to care, to have some sort of inner spirit of whimsy to guide
them through.
If you've seen the latest Eddie Bauer shopping bags, you know what I'm
talking about. They artfully insist that you should "Never confuse having a
career with having a Life" which to me makes for the perfect metaphor for
the 90s attitude. Money is good, but please don't mention that you like it
to others. We are supposed to talk about it as a tool of empowerment, not
as a means to an end. This philosophical treatise brought to you lovingly
by someone who wants to sell you something. Gross excess is no longer
acceptable in it's shiny ostentatious forms as it was 10 years ago, now, it
must be shrouded in earth tones and wrapped in ecologically sound paper
with soy-based inks. Sport Utility vehicles starting at around 34 thousand
dollars are the ultimate statement of back to basics wealth. It clearly
says "I have a lot of money to spend, yet I am still a regular guy."
Regular people drive Civics and Saturns folks, because that's what they can
afford.
So the jeans. What do jeans and having an infant for a pet have to do with
one another? Remember this: Advertising culture is evanescent. It comes
and goes. The statements do not need to necessarily reflect the politically
correct cultural vibe if they accurately represent a subconscious feeling
that consumers are experiencing.
Joop! jeans are European, they can make fun of Americans quietly without
us getting mad as long as it's about fashion and not rock and roll or
politics. I wish I believed they were making fun of us and their target
audience's fashion sense here, but I have a feeling that this is no joke.
I really believe that the goal of this ad is to reinforce the feeling of
success the buyer of Joop! jeans is supposed to have for racking up all
those billable hours at the law firm, or the brokerage, and finding the
perfect mate and combining the perfect gene pools (get it - jean pools) to
form the perfect beast. Not because they have the love and attention to
give to a child, but simply because they can afford it.
I'm also sad that this ad campaign was probably successful in selling a lot
of blue jeans to the Gucci loafer set. I picture Derek and Tracy out with
little Justin in their Joop! jeans at the park, scoffing at the nannies on
a Saturday afternoon (they know they are good parents because they give the
nanny weekends off and actually change the kids diapers themselves) and
running into their best friends Shannon and Kevin, also with their
offspring little Samantha in tow. They compare notes about who's kid is
smarter, chuckling to themselves that theirs is likely the smartest, after
all, Samantha was trying to eat a twig, and head to town to get some
mescalun greens and pesto for dinner.
They go to sleep each night secure in the knowledge that they have it all, and
have the legacy to prove it. That's who this ad is for, or at least that's
my best guess, because I know that it's not aimed at me. All I can think
of when I think about having a kid is just how expensive it would be and
the huge responsibility that would fall on my head for making sure it grew
up okay.
back to the junk drawer
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·smoking jacket·
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·feed hollywood·
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·three dollar bill·
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·the biswick files·
·mystery date·
·and such and such·
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·contents·
·freakshow·
·fan club·
·junk drawer·
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