Ever notice the ?all is good and fair and comforting, so buy this and this and this? theme that’s so common in advertisements? Of course you have.
And so did poet Kendra Eash, whose ?This Is A Generic Brand Video? verse captured it so well that the poem actually inspired a video.
Well, it was made by a company that provides generic video shots that can be used in advertisements, which sort of forces viewers into a double-standard stance. However, the ease and simplicity with which Dissolve, Inc. could quickly produce the almost three-minute video actually proves Eash’s point.
Many companies tell you nothing about their products or services, and instead only give feel-good images that intend to make as many people as possible feel as comfortable and secure as possible ? and without having to answer any questions.
See the video below:
If you didn’t get all the words read by cowboy-voiced narrator Dallas McClain, here’s Eash’s poem, which was first published Feb. 6, 2014 in McSweeney’s Internet Tendency:
This Is A Generic Brand Video
We think first
Of vague words that are synonyms for progress
And pair them with footage of a high-speed train.
Science
Is doing lots of stuff
That may or may not have anything to do with us.
See how this guy in a lab coat holds up a beaker?
That means we do research.
Here’s a picture of?DNA.
There are a shitload of people in the world
Especially in India
See how we’re part of the global economy?
Look at these farmers in China.
But we also do business in the U.S.A.
Or want you to think we do.
Check out this wind energy thing in Indiana,
And this blue collar guy with dirt on his face.
Phew.
Also, we care about the environment, loosely.
Here’s some powerful, rushing water
And people planting trees.
Our policies could be related to these panoramic views of Costa Rica.
In today’s high speed environment,
Stop motion footage of a city at night
With cars turning quickly
Makes you think about doing things efficiently
And time passing.
Lest you think we’re a faceless entity,
Look at all these attractive people.
Here’s some of them talking and laughing
And close-ups of hands passing canned goods to each other
In a setting that evokes community service.
Equality,
Innovation,
Honesty
And advancement
Are all words we chose from a list.
Our profits
are awe-inspiring.
Like this guy who’s looking up and pointing
At a skyscraper or a kite
While smiling and explaining something to his child.
Using a specific ratio
of Asian people to Black people to Women to White men
We want to make sure we represent your needs and interests
Or at least a version of your skin color
In our ads.
Did we put a baby in here?
What about an ethnic old man whose wrinkled smile represents
the happiness and wisdom of the poor?
Yep.
Rob Groce follows and reports on progressive sociopolitical topics from his South Carolina home, where he’s served as state and national delegate and even last-minute congressional candidate. He contributes to Liberal America and other sites, including his own blog, ROBservations.
edited by tw
