From: Jordan Bochanis <jordan_bochanis@brzoom.com>
Date: Fri, 22 Mar 2002 06:42:37
To: Tim Manners <editor@reveries.com>
Subject: THE SUMMER OF WAR?
|
 |
|
|
According to The Washington Post, teens in the DC metro area have added wartime references to their slang. A messy bedroom is "ground zero," a mean teacher has become "a terrorist," and petty concerns are "so Sept. 10."
To quote the little girl in the movie Poltergeist, "They're Here!"
Yes, terrorist references have invaded our popular culture. Once late night TV opened up the "terror humor" floodgates with Osama Bin Laden "top ten lists" and The Osama Bin Laden Dancers, it was only a matter of time before these references would become a part of our daily language -- or daily slang.
Network TV even realizes the importance of this humor potential, and is looking to replace late night news programs with more of this hilarious topical comedy "to reach a younger audience" (Bye, bye Nightline; Hello, Carrot Top!).
And all this cultural integration can only lead to one thing: Marketers who constantly look to teens for leading edge trends will suddenly discover the importance of "terror humor" in their slang and begin to speak to teens in their own "voices."
Look for Taco Bell's new "weapons-grade salsa."
Forget lost tribes of the Brazilian rainforest -- the American Teen is the most studied species on earth. If Charles Darwin were alive today he'd be running a teen Internet research site. Instead of the origin of the species, he'd be consulting for McDonald's, contemplating teens taste for flavored French fries in a shopping mall somewhere in the Midwest.
Where will teens be getting their summer wardrobe fashion tips? Why, from Homeland Security chief Tom Ridge.
|
|
So, with this in mind, where will teens be getting their summer wardrobe fashion tips? Why, from Homeland Security chief Tom Ridge. That's right, Old Navy will pick up on his cool, five-stage, multicolored alert system and turn it into the basis of a new line of colorful Cargo Pants with catchy names like "Red Alert," "Heightened-Awareness Orange," and "Everything’s Cool Green" (for those low-terror days). I mean, really, Levi's? I'd rather "do a burqa."
The cool car to drive this summer? Well, just in time for teen girls to cruise for "firefighter hot" guys, comes Hummer's new H2 -- that luxury, military, SUV-type vehicle, truck-type thing. It's the perfect way to lumber over to the local multiplex to check out the latest Star Wars re-incarnation unless your parents have, like, gone on a "total jihad" and grounded you.
All right everybody, let's all get to work and start reaching teens! The summer POS is due at the printers in two weeks and we need a good "terror reference" in the headline. How about "Buy One, Get One Liberated?"
Jordan Bochanis is Concept Director of Bochanis, Rogan, Zoom, a marketing services agency with offices in Connecticut and Louisiana. He may be reached via email at jordan_bochanis@brzoom.com
|
