or like nikes. 'It's gotta be the shoes.'
Or any number of other signifiers we accept and products we desire. I can't help but think about R. Crumb in this context, about his drawings of Americans in Oakleys and Raiders caps. Why Americans try to sum up themselves as individuals by the slogan on their t-shirt------I understand our violent past, our religious past, but there's something about our sophistication in digesting media that is our own and I don't quite know where it began...
I'm sorry but all this sentiment over an extended advertisement is a little creepy. An amazing and beautifully thought out advertisement, yes, but the consciousness of 'puppeteers' seems to have gone and I miss it. The more I think about it the more it bothers me.
You're looking at it in the wrong way. To view it as an 'extended advertisement' is in some ways accurate, as its main goal is to sell something. But, ultimately, so is the main goal of virtually everything in a capitalist society, even if it is more convoluted in some bits than in others. Buying and selling is not only an evil desire but, for one, a system that has existed since the dawn of civilization, and for another, survival. It seems unfair to accuse any behavior not directly related (presumably) to our lives or deaths as frivolous because it robs sentiment of its juice. I mean the idea that advertisement is inherently evil, when in reality, it is only inherent.
But you also have to consider that for one, and basic stats, 42e is not full of advertising execs. In fact, the advertising execs, the puppeteer types you mean, are more like the ones who commissioned 42e, no doubt. 42e is commissioned not necessarily to sell a product but to create an interactivity that will hopefully sell a product. 42e is not in its nature so much an ad firm as it is a firm that specializes in viral marketing (and yeah, it is marketing--because if it weren't they would have to be commissioned by individuals, which is kind of Magrathean in the sense that most individuals don't really have the cash to buy an ARG just for kicks) and, specifically, the ARG (although they've done others). The important thing here is the 'game' part, I think--it's a game. Ultimately they hope it will buy your loyalty, and it will, but hardly in the same way that what we think of as 'advertising' does. The notion of puppeteers disappears when the consumer interacts because a puppet does not interact with its puppeteer.
So yeah...I mean I'm not arguing that it is an advertising tactic used to persuade the casual onlooker into total brand loyalty. But the reason it works is because it goes beyond that. It's not just advertising anymore. It's multi-platform storytelling. It is literally an entire extra storyline. Sure it merges eventually, but in this entire debacle, from start to finish, we have seen countless characters. Some we won't see in the movie...because they've died or because they were just incidental. And some we will. But the fact is it's not so much pure advertising as it is a crossover between advertising and storytelling. They did it with the Matrix, too, and that was NOT an ad campaign (no matter what naysayers might tell you); it was ultimately a very careful and deliberate attempt at offering a story of a parallel universe more convincing than you could ever find in a two-hour movie. It was flawed because unfortunately it left a lot of people who didn't follow any of the other platforms really puzzled and annoyed, which is no doubt why since, it hasn't really been done again. Now, they commission the additional things--the games and the companion books and the ARGs--after the fact so that it can offer something similar while not offering a weak link (an incomplete product--like The Matrix Reloaded, or Enter the Matrix, neither of which was really strong enough to tell that stuff on its own). I'm saying, non-linear storytelling is advertising, but it is also something else. We're not bonding over a commercial, we're bonding over a universe. You're turning it into why the universe was created instead of that it was.
I think it's cute that we're all bonding over this story that's unfolding before our eyes, the fact that it's "marketing" notwithstanding. (Fact of life is that you do have to pay someone to do this.)
It isn't like we're camping out in front of the Apple Store waiting for the newest gadget, and then leaving once we've bought it. There's always something else to discover, a new side to the story, and new characters we've come to relate to (I don't want anything bad to happen to Glenn!), and we stick around to see what will happen next. There's community in it, yes, but there's a common thread to it all as well.
Ummm...actually that's basically what I was trying to say up there but in like 60 more paragraphs. I'm saying, I've read the books, I know the routine, but it's like this exactly--the fact that it's marketing is notwithstanding, because it wouldn't exist if no one paid for it, and no one would pay for it without expecting something in return. It's something that can only exist in this scope as marketing.
Also, I'd like to take this moment out to say that if anything bad happens to Glenn, I will seriously start crying. I love that guy. I check all the time for new e-mails. I'm like totally engrossed in the life and times of Glenn Barhyte. At first I found them tedious and now that I know all the recurring characters it's like I'm addicted. Like, what embarrassing social blunder will Atoz make now? What's gonna happen to Cecilia's baby? Is Slatteronsky a rat? Does Barhyte know it? All this and more in the next episode of...Secure Internal Documents Webmail *new*!