I am curious as to what you, Readers, think of the recent rash of advertising capitalizing on Obama’s “brand.” Here are some examples (found here, here, here, and here).
Budweiser American Ale:
A language school in Israel:
Ikea:
In other posts we’ve suggested that ads that appropriate feminism trivialize gender inequality and ultimatly undermine feminist efforts to attain social justice for women (see here, here, here, here, here, here, here, here, here, and here). Like many of the “feminist” ads, these ads seem to be genuinely celebrating Obama’s election. Do they? Or do they trivialize everything he claim to stand for and the difficult road ahead for both him and the country? Something in between? Something else entirely?
What do you think?
NEW: Breck C. pointed out the Obama Chia Pet:
Amid a controversy that the Obama Chia pet was racist, Walgreens pulled the product.
Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Comments 14
Dubi — January 21, 2009
A. A word of explanation about the Israeli one: the third line is in Hebrew letters, it's the Hebrew word for "yes", which is pronounced "ken" (that's the closest Hebrew gets to "can"). Just so you know.
B. One of the parties running in the current electoral campaign in Israel has chosen the innovative slogan "yes we can" (in Hebrew, of course) as its campaign slogan. Interestingly, the party is Shas, an ultra-orthodox, traditionalist party whose explicit goal is to turn Israel into a theocracy. Fun fact.
macon d — January 21, 2009
I think they're crass. For me, such ads tarnish whatever they're hawking. Malodorous, desperate grabs for attention.
Robin B — January 21, 2009
Ligne Roset, a (furniture?) design firm, has been running ads that say "embrace change" and "a modern administration deserves modern design." I've seen them on wonkette.com, a political site.
Also, this one, from the coal industry, is a little different: http://www.youtube.com/watch?v=S_5N8johJeM, but it not only uses Obama's discussion of "clean coal" to sell it but also capitalizes on the the "yes we can" language.
SAM — January 21, 2009
I think the Pepsi ad is great. I don't know who these people are who want to make and submit videos, but I know they exist, and they are happy to use whatever platform they can find. The celebs are entertaining. And the Pepsi connection at the end is perfect -- restrained, but just enough to draft behind Obama's star.
Actually, now that I look at them again, I like them all. They're very effective at polishing their brand image. I suppose it may depend on whether you feel that they are trying to manipulate you, or that you are a sophisticated consumer of marketing who knows how the game is played. Isn't that a generational difference?
Deb G. — January 21, 2009
I don't know if you've seen this piece about a mask factory in Japan? The concept of the mask, and wearing the mask to do business, seems to put Obama into a very iconic category. (BTW, I don't think the masks look that much like him...but what can we expect for roughly US$20?
Interrobang — January 21, 2009
That Berlitz ad made me literally roar, but I didn't need to see Dubi's explanation to get it. :)
grady — January 23, 2009
I was at the innuageration. People had pepsi hats, tshirts, scarves, everything really, with the pepsi/obama tie in. ("Hope" with the "O" as the new pepsi symbol.) I was looking for a promotions tent. I wasn't sure if people were actually buying these items or getting them free. I never found out, does anyone know?
SociologicalMe — January 26, 2009
This is officially the first time I've ever wondered if a Chia pet was making a racist reference to hairstyles.