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Branding A Hot New Fad

September, 1999

 

Don’t try to understand ‘em

Just rope ‘em, pull and brand ‘em

- Theme from “Rawhide”

 

            There are times when a parent has to be absolutely clear.  Kids are better at figuring the angles than we are, being natural born attorneys, and it’s up to us to train it out of them.  For you who have actually raised an attorney, that was just something I read somewhere and I don’t find lawyer jokes one bit funny.  No defamation there. 

Anyway, when my son, then 9, asked when he would be allowed to have an ear pierced, I laid out three simple criteria:  “When you’re 18, have left the house, and I’m dead.”  Simple, direct, no loopholes.

Truth be told, a pierced ear is pretty tame these days.  When everyone from your accountant to the kid grilling your burgers sports one I don’t know that it symbolizes rebellion or much of anything else.  Mainly, I just don’t like it.  This is no kid’s favorite answer, but sometimes it’s the honest one.

America’s young are relentless in their crusade to give seizures to geezers.  From zoot suits to Mohawks, each generation has loved little better than to annoy its elders – who no doubt deserve it for what they did to theirs.  Most of us learn to peeve our parents pretty young, which quite possibly explains the “Teletubbies” phenomenon in its entirety.

Still, things do seem to be getting a little extreme.  No one much notices a man’s earring; even blue hair with spikes doesn’t get a second look in most towns.  Tattoos are passe, and my startle reflex barely does a cartwheel over a pierced lip, down from the usual triple axle with flying dismount.

So what could possibly be next?  Try brands, and I’m not talking about Calvin Klein.  I mean real live, cattle drive, branding.  Time magazine credits one Fakir Musafar as the driving force behind this hot fashion.  Musafar is a former advertising executive turned “shaman,” a career switch that likely involved little more than changing business cards.  He runs a state-licensed branding school right here in California, making me wonder why I wasted my time studying business and if there’s anything the state won’t sanction for a large enough fee. 

Time reports that even branding is too tame for some.  The more extreme range from those who have their tongues forked to Star Trek devotees attempting to surgically morph into Klingons.  I suppose everyone needs a hobby, but it’ll never replace stamp collecting. 

Take Erik Sprague, 27, who spends his spare time turning himself into a lizard.  One does not just become a lizard overnight: it has taken years to file his teeth into fangs, get Teflon implants to enlarge his forehead, and have his body tattooed with scales.  He must be a real hoot on job interviews.

I was so taken by Time’s photo of Mr. Sprague that I made it the wallpaper for our computer.  This has sparked a running battle with Girl-Child, who changes it back to clouds or bunnies every chance she gets.  I threatened to replace it with a picture of a seriously perforated Mr. Musafar I found on his web site while researching this piece, but was dissuaded by her proposal for the creative use of nausea as a bargaining tool.

So what will our grandkids do to irk our kids?  What comes after Klingons, lizards, and brands?  What new craze might get the old startle reflex back to Olympic form?  My bet: amputation. 

You may think I’m kidding, but it shocked you, didn’t it?  That is exactly the point, age-old disclaimers of “I just like it” aside.  My Grandmother used to talk about folks who’d “cut off their nose to spite their face;” that may one day seem noble compared to doing it to spite others.

These fads will be around as long as people herd up in the name of individuality, a deceit that would make ex-adman Musafar proud.  But until then, head ‘em up, move ‘em on, move ‘em on, head ‘em up, Rawhide!  Hyaa!

 

 

© 1997 – 2002 Brent Morrison

 

 

 

 
 

 

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