Gorn
I just finished approving the last printer proof of the May/June 2008 issue of STEP inside design magazine. The May/June issue [on sale April 25] is our Type Annual, guest edited by Allan Haley, but it was the last feature story from the issue that I worked on that has compelled me to blog this week.
The feature, "The Man in The Irony Mask" by Natalia Ilyin, is one of the most interesting design articles I've read in a long time...
In the piece Ilyin, a design writer and author of the books Blond Like Me and Chasing the Perfect: Thoughts on Modernist Design in Our Time, chronicles the prevalence of a certain kind of irony in American culture; in the article, she points out the effect of "gorn" on design and advertising. Quoting from the article:
"Ads rely on the cute-quips-after-scenes-of-destruction formula. Gorn—that pornographic admixture of gore and violence that "isn't serious," that's "just effects"—grows apace in popularity. Scenes of shaming and violence topped with the de rigueur snarky remark are everywhere."
The visuals that appear in the article—stills from a variety of 2008 Super Bowl commercials—demonstrate that even in an approximately three-hour slice of American TV, the ads are filled with violence and humiliation.
To be honest, I've been underwhelmed by Super Bowl commercials for at least a decade. I used to think it was because of my age—I haven't watched an "awards" show in over 25 years—or because of my personality: I'm not interested in shows like American Idol or The Apprentice. I even wondered if I’d become desensitized by the media assault over the years. But after reading this article, I think it may be the gorn.
In preparing the article, we watched all 50-some national ads that appeared during the game. The sameness of the ads quickly became apparent, with only slight variations on an unchanging theme of violence and humiliation regardless of what was being advertised. "The Man in the Irony Mask" changed my perspective; I recommend you read it. It may change yours. At least the game was exciting.
Mike, great post. I can't wait to read the article!
I simply abhor the "smack in the head" V-8 commercials, the "muck-up" Extra commercials, and the new car commercial where the guy is locked in a car with a nursing animal "that will chew his face off if disturbed". What WERE they thinking?
It all contributes to incidents like the group of 9 year olds who plotted to kidnap and torture their teacher because one of them was scolded. Too much is right!