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Why Madison Avenue Is Over
Madison Ave., addicted to the message "you deserve it," has no vocabulary to deliver the bad news that the party's over
Wall Street isn’t the only metaphorical thoroughfare facing a crisis. Madison Avenue is, too, and it’s got nothing to do with declining advertising revenue. Rather, the hype world’s big problem is the very foundation on which it’s been standing since the economy pulled out of its “malaise” in of 1982: That is, the mantra YOU DESERVE IT.
In the earlier days of advertising—and even through the supposedly non-conformist 1960s and early 1970s—consumers were urged to be part of a community. I remember as a kid thinking it would be cool to join all those nice-looking, sun-kissed young people who wanted “to buy the world a Coke” in 1971. And while I didn’t know what insurance was, I had a feeling that one of my nice neighbors would have some if I needed it, as State Farm promised.
The iconic image of the Postmodern Depression will be the flipflop-wearing college grad gazing at the latest i-gadget at the exact moment he realizes he can't have it.
In more recent times, the communications subtext has been our rebel individuality: Nike told us to “Just do it,” a 1990s Burger King ad implored us to “break the rules,” and now John McCain and Sarah Palin peddle their maverickitude while Apple urges us to “Think Different,” as if lining up like sheep to buy the same products everybody else has is intrepid and “creative.”
Regardless of the goods and services we might wield to inflict our individuality on the world, the message is that we deserve to have it. As much as we’ve been hearing that the meltdown of the American financial system is “complex,” at some level it’s pretty simple: Consumers believed they deserved to have houses they couldn’t afford, and finance marketers designed products that said, “Here y'a go!”









Hi Eric,
i�m portuguese and saw in a national newspaper (P�blico) a good reference about this blog, so decided to check it out and the first article i've read was your's and you've got me hooked. Liked the direct aproache, with no decorations added and tottally agree with the exageration of the "feeling good society", it may have started with the best of intentions, to make us a more positive, because nevertheless we are what we think, but it became a commercial product. We should learn the ability of living in the midlle, not with too much nor with too little.
Fabulous!! I love your tone and dissection of "the secret" and "Oprah" mantras whose messages encouraging the development of inherent greed and selfishness have subsequently led to the rampant global economic crisis.
Balance of both success and defeat, demonstrated by the purest forms of nature, are a lesson for all of us.... and echoed so brilliantly by the Rolling Stones.....
"You Can't Always Get What You Want.....But If You Try Sometimes, You Get What You Need..."
this is a tremendous article....maybe a call to short IACI, however? I'd be curious to hear the author's view of online advertising specifically.
Nice commentary. Back in the 1920s, '30s and '40s there was social engineering, the idea that people have aptitudes and skills and thus need to find their fit in society - and vice-versa. Then in the mid 1960s the best part of this was supplanted by the Pepsi Generation. Dovetailing with the Civil Rights Movement and later feminism, Madison Avenue picked up on the fight against arbitrary discrimination and turned it toward the very different idea that one could be anything they wanted to be. However, collective action still largely ruled the day. Until the mid to late 1970s, that is, when the individualist impulse made its comback and the archconservative book, Looking Out for #1, helped catapult the "Me Generation" into front page news. Before that, virtually no one talked about "being positive" outside of science class; since then, it's been the dictatorship of the "Have a Nice Day" brigade. Hopefully, the era of inidividual and collective self-fulfillment is coming to an end.
Fantastic piece...I've been bemoaning the ''I'm so great, I deserve everything attitude" since my days as an academic. It's interesting to return from travels abroad to more communal cultures and watch the bloat, waste and selfishness here. As I tell my daughter when she comes home from her Hollywood private school complaining about some rich kid bragging...it's all changing, at the speed of light.
Thank you.
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