But then, advertisers made having sweaty, smelly armpits seem like a worse crime than grave robbery, and now we all rub sticks full of chemicals on ourselves to combat a problem that was invented to sell said sticks full of chemicals in the first place. You smelled how you smelled, and that was that. Before deodorant was a thing, for example, smelling bad wasn’t considered a social faux pas. If you’re a company and would like more customers, there are two proven strategies for getting those customers: you can convince people how your product or service fits into their lives as they live them, or you can convince them to change their lives in a way that financially benefits you. Why would a savvy, brand-conscious company pursue a marketing strategy telling its customers to act like total shitsticks? The answer, to me, is that this is less a traditional advertising strategy and instead a targeted attempt at behavior modification. Seamless must be aware of this, and yet they seem intent on launching an all-out assault on our souls, one Special Instruction at a time. They are almost universally loathed among my friends, and seem to exist solely for the purpose of pissing people off.
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