Trend calls for negative attention
Campus Times
September 13, 1996
by Christie Reed
Editor in Chief
The latest trends are not platform shoes and fluorescent colors. There
is a deeper trend that is taking America by storm, only most people don't
know it. It is the I'm-not-famous-or-cool-so-pay-attention-to-me plea, and
there is one organization that is taking full advantage of this new, pathetic
trend.
The culprit is Y107, "Southern California's Modern Rock." With
the airwaves chock full of modern rock stations, the evolution of this latest
station has fooled listeners everywhere.
Boasting of the latest in innovative modern rock, the station claims to
play groups like Bush and Smashing Pumpkins. I may be mistaken, but isn't
it nearly impossible to peruse the airwaves elsewhere and not catch a tune
by either of these groups? They make claims such as "If you want to
hear Alanis Morrisette, listen to Y107." Although it is true that Y107
does play her songs, every half hour, so does every modern rock station.
Coming out of the woodwork earlier this year, the initial Y107 spokesman
claimed his boredom from the same old rock and boring Disc Jockeys. They
made a plea to alternative rock fans that they were different-better.
Then they started playing off the spins of KROQ's World Famous logo with
statements plastered on billboards everywhere-"We're not even famous
in Duarte."
It was funny the first time I heard it, but ridiculous now. On a voyage
from ULV to my home, I pass at least three billboards that claim their underdog
status, each referring to a different city. In the meantime, they are becoming
famous and loving it.
While the station considered it a "unique outdoor campaign," I
consider it reverse psychology intended to sucker in listeners.
It is not unique. It is a direct play off KROQ'S logo. Neither the campaign,
their logos, or their musical selections are unique. The "we're not
famous" logo is a direct play off KROQ's "World Famous" logo.
Y107 needs to face the fact that they cannot introduce to the world what
KROQ developed years before. KROQ truly is world famous, thanks to bootlegs
that are sold all over the world. The station has a reputation that has
been created through programs such as love lines and flashback weekends.
DJs such as Richard Blade and Doug the Slug made KROQ what it is today.
Perhaps if Y107 made an honest effort to gain popularity through clever
announcers or original programs they wouldn't have to broadcast their underdog
status all over California.
While taking a walk through a crowded mall I saw this latest trend at work
again. I saw a guy wearing a t-shirt with one of the most appalling logos
yet.
It said in big, bold, black letters, I AM A NERD.
Now, I don't know about you, but if I were really a nerd, I don't think
I would go around wearing a t-shirt saying it, but once again it was just
some Joe Cool trying to attract attention.
Sadly, it worked. My friend ranted, "I want that shirt." Strangers
were pointing and laughing while this guy just walked around sucking up
all the attention.
Is this what it takes to get attention in this day and age? Must we use
personal insults to make people laugh? Couldn't the guy have worn a Stussy
t-shirt and called it a day?
Another example of the we're-happy-to-be-the-underdog marketing ploy was
adopted by Snapple. The popular fruit drink claims satisfaction with its
third place ranking in the beverage market.
Rather than claiming that it would be nice to supercede the top two beverages,
they claim that "Threedom is Freedom." Snapple spokespeople broadcast
that it is much easier remaining third in the market than striving for first.
True, but if that remains their goal, then why are they still advertising?
Sounds like another ploy for popularity to me.
Unfortunately, honest effort and intentions have been buried underneath
the latest deceptive marketing ploys and advertising techniques leaving
the public sympathetic and the companies laughing all the way to the bank.
Christie Reed, a junior journalism major, is editor in chief
of the Campus Times. She can be reached by e-mail at reedc@ulvacs.ulaverne.edu.