Update or Die

Para manter minha tradição de postar vídeos divertidos e assustadores sobre o fantástico mundo da propaganda, segue abaixo o discurso de Craig Ferguson para o Late Late Show da CBS. Como ele é escocês, coloquei o transcript logo depois do jump. Achei um ótimo material de referência para se discutir, principalmente, por que as pessoas deixam de ser target depois dos 50.

via Fabio Resende

I’ve figured it out. I’ve figured it out.

What? Everything. Why everything sucks.

Here’s why. In the 1950s, late ’50s, early ’60s, a bunch of advertising guys got together on Madison Avenue and decided to try to sell products to younger people. We should try to sell to younger people because then they will buy things their whole lives. We’ll try to sell them soft drinks, or bread, or cigars — or whatever the hell they were trying to sell them. It was just an advertising thing, they didn’t mean any harm by it, just a bit of market research.

So they told the television companies, and the movie companies, and the record companies — and everybody started targeting the youth. Because the youth was the place where you were going to be able to sell things.

What happened was, in a strange kind of quirk of fate, youth began to be celebrated by society. This was in a way that it had never been at any time in human history. What used to be celebrated was experience, and cleverness. But what became valuable was youth — and the quality of youth was being a consumer.

I know what you’re thinking, you’re saying “but wait a minute, Craig, in Ancient Greece they deified youth.” No they didn’t. They deified beauty. Different.

What happened is youth became more important and became more important. Society started to turn on its head. Because youth has a byproduct — inexperience. By the nature of youth you don’t have any experience. It’s not your fault. You’re just kind of stupid.

So the deification of youth evolved, and turned into the deification of imbecility. It became fashionable to be young and to be stupid. And that grew, and that grew, and that grew, and now that’s what all the kids want to be. “I just want to be young and stupid!” But you know what? That’s not what you want to be. You do not want to be young and stupid.

Then what happened is that people were frightened to not be young. They started dyeing their hair, they started mutilating their faces and their bodies in order to look young. But you can’t be young forever, that’s against the laws of the universe.

All of these horrible trends, all these terrible movements. Nobody meant it. Nobody meant any harm. But now we’re in this terrible place where we have the f#@%ing Jonas Brothers!