Tuesday, October 10, 2006
chevrolet - teh american revolution
the site name? reduce ur use dot com.
i'll admit that i've seen my share of advertisements that use language from straight out the chatroom, but never ones that didn't have an explicit connection to internet, computer, or gamer culture. is the environmental awareness angle that chevrolet's going for somehow being tied to a young, hip attitude that they also see as tied into the internet? and if they were going to dip into the pool of online language, why pick a stigmatized feature like ur to take that stance?
Comment - this is just really messy. I am getting it confused when I look at it with "reduce reuse", as in "recycle reduce reuse," that ol' slogan. But in terms of choosing a stigmatized form, maybe this means it's not so stigmatized anymore? And/or it is being appropriated by the mainstream, and its efficacy is contingent upon its stigmatization (I'm thinking of interpolations of nonstandard dialect features in order to sell things or seem "hip")?
(Also - "gas pumps hate us"? O-kaaay. Actually this could also be seen as hip/slangy. Talking about inanimate things "hating" you is kind of hot right now..."My computer hates me" etc.)