Word: reeboked
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Dates: during 1980-1989
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...REEBOKS are just shoes. Unless you believe the new Reebok ad campaign which depicts them as symbols for American society...
...attempt to transcend the image of Reebok as just an exercise shoe. In quoting Emerson, the ads exploit a key aspect of American society. We thrive on thinking of ourselves as original, as rebels. What the Reebok ads deftly obscure is the fact that buying Reeboks is not an act of individualism but an act of conformity. The U.B.U. ads conflate being a good shopper with self-reliance. They speak to Yuppies...
...Reebok, with particularily canny marketing genius has pinpointed precisely this exacting clientele. In many ways, Reebok is the ultimate conformist shoe. But Reebok is exploiting the notion that we can distinguish ourselves as individuals according to what is in our closet, on our shelves or in our refrigerator or garage. Buy these shoes, the ads tell us, if you really know what you want...
...postmodern randomness of the the quintessential American philosopher, Reebok is trying to address not only our need to buy any particular brand of ads is meant to stress individuality and uniqueness, as does Emerson's philosophy. But the ads distort that philosophy by implying that Emersonian self reliance can be found in, of all things, sneakers...
Bopping down Wilshire Boulevard in his Reebok tennis shoes, black Lycra biking shorts, a clean T shirt, red wristbands, sunglasses and a Panama hat, big Tim Brown doesn't look like a typical Santa Monica, Calif., beggar. And he's not: at 6 ft. 3 in., the former Golden Gloves boxer and current alcoholic is an intimidating presence as he accosts pedestrians and dashes into traffic to knock on car windows. "You have to make them scared enough so they'll give you what they have in their pockets," says Brown, explaining the activist panhandling philosophy that he says...