Contributor: Luka Birkić, Croatia
Contributor Luka Birkić, Croatia
9/11 has been one of the key moments that defined the pop culture of the 21st Century – whether we like it or not. Now, 10 years after the tragedy, a fact that is morbid to some and profitable to others, is that 9/11 has somehow become a brand. One with enormous emotional impact.
It makes perfect sense. ‘9/11’ immediately provokes a strong emotional reaction in almost everyone and aims straight to the collective subconscious. There is a strong sentimental tie for anyone affected by it.
People will always find new ways to make a “quick buck” out of everything. It therefore comes as no surprise that it is a subject of cheap exploitation in likely every popular media channel today. While some ads were backed by good causes and respectfully paid tribute, others surprised me with how far are they willing to go in order to milk the event for promotion.
Obviously, a magazine or newspaper cover with the “burning twins” is going to sell newspapers. But there are subtler examples that illustrate the appropriation of something which, to many, is an horrific event that should be remembered and commemorated.
It has been and is used by numerous clothing lines, it has been used as an anti-smoking campaign (http://i55.tinypic.com/24uyji0.jpg – also makes you wonder how exactly are Dubai and New Zealand, where the campaigns were launched, connected with New York), for French campaigns on various ecological issues and the dangers of non-drinking water, to portray Budweiser as a “patriotic beer” in a Super bowl ad which costs millions of dollars.
To my mind 9/11 should not be an opportunity to sell things simply because they show the Twin Towers on them, and I’m sure many feel the same. There are many examples but, in my humble opinion, this image from an American supermarket concession speaks a thousand words: http://tinypic.com/r/2427gk9/7 Never forget what exactly? The sales potential of 9/11?
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