Monday, October 13, 2014

Values for Sale: Whatever, U.S.A.

Sometimes it feels that everything is for sale in our country—including us. That we are unwitting soldiers in a marketing war being waged by giant companies. We wear uniforms of the companies to whom we pay allegiance—Nike, Polo—their logos emblazoned on our chests like flags marking territory: the precious advertising space of our lives. In one class I taught last week, about 1/3 of the students were wearing shirts with the names of colleges (the schools themselves increasingly positioned within the framework of big business). I'm certainly not above this either. Many of my clothes bear the stamp of a business, too. I just don't like feeling like a walking billboard. The physical space around us also feels increasingly tainted by the stench of advertising dollars.

I was thinking about this the other day while watching a baseball game on TV. The Giants, who play in AT&T Stadium, use just about every square inch of the stadium for advertising, including the holographic ads behind home plate which are now part of every pitch. (The only area not smothered in ads is the actual playing field—and you know that's coming!).

Crested Butte, Colo. or "Whatever, USA"

I guess this is why a recent New York Times story caught my eye. Crested Butte, Colorado has decided to take advertising possibilities to a whole other level, temporarily (one hopes) re-branding itself "Whatever, U.S.A." and turning the entire town into a beer ad. The streets and street lamps have been repainted the color of Bud Light cans and in exchange the Anheuser-Busch company has given the town half a million dollars. The company also brags it has brought plenty of new jobs to the town. But at what cost? As one resident says near the end of the article, "I really value my quality of life, and I’m afraid, as we allow these kinds of events to happen, we may be losing it."

Have we gone so far off the rails that we can now only measure the quality of our lives in monetary terms?