Tuesday, March 25, 2008

Oh, The Irony

Target's commercial for Jovovich-Hawk is a huge pet peeve of mine.

In the ad they toss out phrases like "art nouveau" -- "but like they did it in the 70's" -- to sound all designer-chic, which is annoying enough, but then they dare describe the clothing line as "ironic".

Clothing cannot be "ironic"; the very definition of "ironic" requires a context to juxtapose. Just like an outfit needs 'a place' to seem out-of-place. In that sense, one of situation, any clothing can be ironic; but no line of clothing can pretend to be such on its own.

And so, every time I see or hear the ad, I cringe. And I want them to die a little on the inside for looking so foolish & lame while attempting to be hip & cool.

But then that's how I feel about many hipsters; their ignorance & pretense makes them anything but hip.

Of course there is some irony in using the word incorrectly; but I don't think that's what they were going for.

1 comment:

Sara Winters said...

LOL I made similar comments way back when about Alanis Morisette abusing the word as a song lyric.

Still, that commercial makes me laugh because people have been trying for YEARS to make Target seem like an ultra cool place to buy clothes, when it is still a step or so above Wal-Mart and nowhere near the expensive trendy boutiques people wish they were shopping at. Clunky ad copy and "cool" designers throwing in cheaper-than-their-usual clothes will not change that.