Word: sloganeer
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...always something different." Some opt out of the rat race. "What seems like apathetic hedonism actually represents a fairly informed bet," American Demographics columnist Marc Spiegler wrote recently. "Why put up with the cubicled world's woes when its promised delayed gratification is an ever more dicey proposition?" The slogan on Eddie Bauer's shopping bags puts it succinctly: "Never confuse having a career with having a life...
...exact--only two-thirds of twentysomethings polled by Yankelovich agreed that "competition encourages excellence." Today 82% of their counterparts say, "I like to compete: it makes me perform better." The recent surge of extreme sports--from bungee jumping to sky surfing--is no accident. The hip slogan of the Gen X T shirt? NO FEAR. Indeed, adversity, far from discouraging youths, has given them a harder, even ruthless edge. Most believe "I have to take what I can get in this world because no one is going to give me anything." And 71% of Gen Xers--a higher percentage than...
High-tech wunderkinder, such as Yahoo! Web-search founders Jerry Yang, 28, and David Filo, 31, are role models because of their affinity for risk and their entrepreneurial spirit. Some advertisers have caught on. Two years ago Prudential replaced its longtime slogan "Get a Piece of the Rock," with the more enterprising "Be Your Own Rock." As the Dream study describes it, this is the new "generation on the make." While interest in corporate careers is sliding, business schools have expanded their courses in entrepreneurialism. A recent University of Michigan study found that 25-to-34-year-olds are trying...
...spread. "Tell us what it is. Tell us what it does. And don't play the national anthem while you do it." Sprite rocketed from seventh to fourth best-selling soft drink after scrapping its schmaltzy jingle, "I Like the Sprite in You," in 1994 in favor of the slogan "Image is nothing. Thirst is everything. Obey your thirst." Self-mockery is a mark of Xer sophistication, and thus a staple of any show--from David Letterman to Conan O'Brien--seeking twentysomething viewers. Might, a San Francisco-based Gen X magazine, features tongue-in-cheek tables of contents...
...Lower Keys on your hands and knees" was our old advertising slogan--a tragic admission that outside of watching the sun sink behind the mangrove islands and the ospreys drift lazily across the azure sky, there wasn't a whole lot to do down here except drink until you heave. But now, in recognition of the fact that red-blooded spring breakers need a more stand-up form of entertainment, the U.S. military plans to start test-launching ballistic missiles from our fabled ecosystem. On your next vacation visit, you'll be able to watch 12-ton Hera rockets blast...