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the breakfast table: An e-mail conversation about the news of the day.

Douglas Holt and James Twitchell

from: James Twitchell

What's in a Name? Plenty

Posted Friday, June 1, 2001, at 12:04 PM ET

You know, Doug, as I think about Skullbonia, I don't get much traction. It seems to fit into a concatenation of male aggro: heavy metal, skinheadism, the WWF, soccer hooliganism, stalk-and-slash movies, Mountain Dew (!). These kids are being marginalized--at least for a while--and people are making money from them. I'm not really upset as long as the kids stay dirty. It's when they shave and get into uniforms that I freak. Such anxiety is deep in displaced adolescent males, that's for sure. And it's been marketed for a while. You pick up the same racism and sexism and knuckleheadism in Punch and Judy shows, Grand Guignol plays, bear baiting, dog fighting--you name it, all the way back to "bread and circuses" of the Romans.

What's more interesting for me is, would this have been a story if the music park did not have such a great name? Whatdaya think? Would the Times have covered Springs of Dove Music Park if it had the same hi-jinks? Better yet, the expert source in the story comes from a very powerfully named group, the Southern Poverty Law Center. If you get a chance, you might take a look at the "Annotation" section of Harper's magazine for November 2000. Interesting piece called "The Church of Morris Dees: How the Southern Poverty Law Center Profits from Intolerance." It blew me away. About 10 years ago my wife gave them some money, and they have been filling up the mailbox with the most never-ending direct mail marketing since.



So lemme have it, the political interpretation of commercialism.

Best,
Jim

from: James Twitchell

What's in a Name? Plenty

Posted Friday, June 1, 2001, at 12:04 PM ET
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James Twitchell is supposed to be teaching English literature but is more interested in the marketing of stuff. He has written books on advertising (Adcult USA, Twenty Ads That Shook the World) and has a mild defense of luxury consumption coming out next year (Living It Up: Why We Love Luxury). Douglas Holt is a professor at Harvard Business School.
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[Notes from the Fray Editor: Let's talk about coffee. Joseph Britt., below, was just one of many--follow the thread, and consider the question of tipping the barista. He still had time to discuss milk, here, too. And Brendan Herlihy took on ice-cream here. Neill Hamilton is looking for more "dissent, anger, blood feuds... I want the people writing in the Breakfast Table to open up life long vendettas" here (he always is, he's the Breakfast Table's official trouble-maker), but Richard Walrath enjoyed the banter: "it's almost like being there with the third cup of coffee."]


We're really talking about two different things here, aren't we? Coffee, and then all the froofy coffee-influenced liquid dessert-style beverages that take up most of the space on coffee house menus. I have nothing against the latter (because making fun of them is always a good time), but coffee is a really serious subject. If you're going to drink something nearly every day, it might as well be good. This is why I've never understood all the sneering condescension directed at Starbucks. Pre-Starbucks, most coffee served in public places was awful--you were ahead of the game if you ordered came out hot, caffeinated and with no taste at all. OK, most coffee served in public places is still awful, but with Starbucks you at least have the choice of having a good cup of coffee.

I confess I think Starbucks is slipping, based on extensive research I've done at the Minneapolis Airport. They used to offer a rotation of different coffees--Sumatra, Mocha Java, even New Guinea--but now seem to mostly serve up a couple of blends with names like "European" and "Christmas." Talk about your brand marketing. Also they routinely serve the coffee so hot you wonder if there is something wrong with the water they're using.

--Joseph Britt

(To reply, click here.)


Maybe the students in Mr. Twitchell's anecdote couldn't tell good poetry from bad without guidance, but this doesn't strike me as being universally true. Poetry isn't my thing, but music is, and I have no trouble separating the good from the bad using only my own ears. If there wasn't something intrinsic in good art, we wouldn't, over time, have come to a general agreement about the relative worth of, say, Mozart vs. Salieri.

--Chloe Pajerek

(To reply, click here.)

(5/30)





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