Just when I think I’ve reached the pinnacle of frustration when it comes to America’s overly consumptive culture, I find that a new low has been hit.
They’re taking books now.
According to this article, product placement is quickly becoming common in teen and tween fiction, not only through casual references (which, incidentally, are in no shortage), but to whole series and characters being built around preexisting brand sponsorship. I think this quote from the article best sums up what’s at stake for literature:
In “Mackenzie Blue,” on the other hand, a new series aimed at 8- to 12-year-old girls from HarperCollins Children’s Books, product placement is very much a part of the plan. Tina Wells, chief executive of Buzz Marketing Group, which advises consumer product companies on how to sell to teenagers and preteenagers, will herself be the author of titles in the series filled with references to brands. She plans to offer the companies that make them the chance to sponsor the books.
Ms. Wells said she would not change a brand that she felt was at the core of a particular character’s identity merely to cement a marketing partnership. “Mackenzie loves Converse,” she said, referring to the series’s heroine and the popular sneaker brand she favors. “Does Converse want to work with us? I have no clue. But that doesn’t negate the fact that Mackenzie loves Converse.”
However, when asked what she would do if another sneaker company like Nike (one of her clients) wanted to sponsor the books, she said, “Maybe another character could become a Nike girl.”
I ask you, is nothing sacred? American culture is already so entrenched in advertising, marketing firms are searching for any way they can to capture the attention of unsuspecting consumers. In the midst of this commodity chaos, books have been the one safe haven when it comes to media and publications. But aside from the annoyance of being constantly inundated with brand names and not-so-subtle advertising–oh, and the death of real literature and the lingual arts–I’m more concerned with what it will do to the next generation that’s coming of age. At the risk of sounding old, it worries me that kids will grow up preoccupied with this rampant materialism, instead of looking to themselves and their relationships with the world around them for fulfillment.
Clearly, these issues have already been affecting us for years now. But now, when a child who looks to books for comfort and direction, as I did (and admittedly still do), will they find only vapidity and make-up brands where there were once morals and lessons? Instead of finding reassurance in literature, will they only find a reflection of themselves as consumers, existing only as potential customers? I can’t help but feel like our last refuge from commodity culture is at immediate risk.