A few weeks back, I went to a movie with some friends, but we got there late and decided to catch a later show instead of going in late. To pass the time, we decided to get a cup of coffee. This plan was interrupted when we walked past a little shop with a sign that said simply, "Georgetown Cupcake." A line of 20 or 30 people stretched out of the shop and up the street, and on this basis my friends decided they wanted to get cupcakes. The conversation went something like this:
Friend: Ooooh, cupcakes, let's go there.
Me: Really? You feel like a cupcake?
Friend: Yeah, cupcakes sound good!
Me: And you want to go stand in that line?
Friend: Yeah, it has to be good if it has a line like that!
Me: So you really don't know anything about this place?
Friend: Nope, never even heard of it before.
Me: But you're willing to stand in a line just because all those other people are standing in line?
Friend: Yeah!!!
Me: You realize that this place is just exploiting twenty-something nostalgia for childhood.
Friend: I love the marketing!
And this is what really bothered me. I maintained that people were being exploited through a specific emotional manipulation and my friend said that he loved it. Since I am not good at letting things go, this developed into a bigger argument. My position was that we shouldn't let ourselves fall prey to such emotional manipulation and his position was that everything attempts to exploit your emotions.
This exploitation of twenty-something nostalgia for childhood is extremely prevalent in our society right now, and I think we need to be on guard against it. It is the reason that Michael Bay got to make Transformers and Broken Lizard got to make The Dukes of Hazzard. Both movies have nothing to recommend them except the fact that they are recognizable franchises that are well known to men in the 18-29 demographic. The other thing that both have in common is that in retrospect both series have elements that are risible. Transformers was originally part of Hasbro's Saturday morning cartoon lineup, which was probably the best toy marketing scheme ever devised. The Dukes of Hazzard is a crazy story about two Southern brothers who use their stock car to escape inept police officers while stopping the evil plans of the short and fat Boss Hogg.
It's their ridiculousness that makes these sorts of aging cultural artifacts so central to "college humor," and even to the website of the same name. That website and the associated "college" culture is continually fascinated by things like ninjas and pirates because ninjas and pirates are basically absurd myths that we tell children. By talking about ninjas or Chuck Norris or The Dukes of Hazzard, people get to have two simultaneous reactions. First, they get to recognize the absurdity of these stories, to laugh at and make fun of them. But they also get to remember what it was like to be a child, to relive some part of their childhood for a few moments even as they make fun of it. It's a combination of mocking and sincere appreciation. I have to credit this popmatters article for making a similar point and influencing my thinking.
This is a particularly easy way to exploit people. For one thing, it is basically empty. This sort of humor doesn't require any originality or creative action. All one has to do is to point at some old TV show and note its particular stupidity. It doesn't increase one's appreciation of the old show, or or bring any insight into ninjas. But as a two for one, it might even be called efficient.
My disgust with these sorts of things is related to my hatred for affectation. People often go out of their way to merely to create an specific image for themselves, usually to find approval from a group. People do all kinds of things for show. They drink wine in order to appear sophisticated when they would rather have a shot of whiskey. They buy ugly clothes because everyone says the clothes are "cool." They buy expensive cars to keep up with the Joneses.
There are many things that bother me about affectations, but at the heart of it is that people choose to waste energy on activities and behaviors that are essentially empty. The wine snob is not a better person than the beer slob. In the mind of the wine snob, he is the better person because he appreciates something finer than other people. Obviously, it is often a sign of class bias since people try to emulate the upper classes as if wealth makes someone good and imitation will bring the same benefits.
Connoisseurship is empty because imparts no meaning. A good wine can give us some momentary pleasure, and it is not wrong to seek out that pleasure, but drinking good wine to the extent it is about the quality of the wine doesn't tell us anything. Unlike art, literature, science, or philosophy it doesn't inform the human experience. It makes no argument.
Most affectations produce the same result. Wearing a specific garment won't improve one's life for the same reason that traveling is often disappointing: one always travels with oneself and no matter what clothes a man wears, it's still him underneath.
So, we should also be particularly wary of appeals to status and connoisseurship since these things are as empty as appeals to childhood nostalgia.
Cupcake shops make these appeals. Georgetown Cupcake--note the specific use of the singular--doesn't really offer anything to its patrons beside a brief moment to remember eating cupcakes in grade school at everyone's birthday. It sells cupcakes for exorbitant amounts and tries to convince its patrons that they are getting a special product--both appeals to status. In short, they are selling a product based largely on image rather than its quality or inherent value.
And this is where my friend and I disagreed. I maintain that we shouldn't allow ourselves to be susceptible to these sorts of appeals; that more often than not falling prey to them will lighten our wallet without an sufficient return in value. He, however, argued that every thing is sold to us in the same way. The conversation went something like this:
Me: So, was it worth it? Was it worth standing in that line for extremely expensive but mediocre cupcakes?
Friend: Oh come on, they were pretty good.
Me: They were ok, but we didn't eat them because they were good, we ate them because you bought into the appeal to nostalgia and status.
Friend: So what?
Me: I just don't like being sold something.
Friend: Ok, but you can say that about anything. Aren't you the guy who sits around Starbucks?
Me: Well, I go to Starbucks for internet access, not because I think they make a great cup of coffee, and certainly not because I'm trying to prove that I like good coffee.
It should be noted that there are still some people out there who think that Starbucks represents a pinnacle of coffee snobbery. But can it be said that every thing is just an appeal to snobbery?
That is something I struggle with, but ultimately I don't think so. My natural response is problematic. I want to say in the first instance that there are things that I genuinely like, and because I genuinely like them, I am not being sold something that isn’t worth it. In other words, in specific instances, I find the value of what I receive meets or exceeds the value of what I offer in exchange; and also that the object merits the quality that is attributed to it. That cannot be the case when something is sold based on status or nostalgia because these things neither add value to the object nor represent some value in the object.. They are qualities external to the object that may but probably won’t be realized—it’s the sizzle and not the steak.
However, it is a subjective test. Maybe the subjectivity implies that the object in question cannot be said to be appreciated for its inherent properties. We can improve the test a little bit by asking how someone is selling something rather than just why it appeals to us. It doesn’t remove the all the subjectivity, but it might improve the accuracy.
But perhaps I am a sucker. Perhaps I have convinced myself that I genuinely like things when without their sales pitch, I wouldn’t otherwise like. Or perhaps there are some things that I like that cannot be appreciated without a connected but external quality. That may be true, but I don’t see how that argument leads anywhere. After all, I have no reason to distrust myself about how genuinely I like the things that I like.
And I don’t see that as a problem. We are responsible for our actions and must find the right reasons and motivations for selecting a specific action. Ultimately, my argument is not about what how other people ought to market their cupcakes or what movies should be made. It’s about how I should act when presented with these things. In short, we shouldn’t let ourselves be susceptible to arguments and marketing that makes appeals that service our egos.