Burton Makes Cynical Play for Controversy
Dec 09, 2008 · 05:46 PM · permalink
What’s upsetting to me about the controversy surrounding Burton’s line of “Love” snowboards is not the objectification of women. No, it’s that Burton is trying to pass this calculated marketing ploy off as nonconformity. Here it is in a nutshell:
- Research reveals that controversy can yield increases in sales and market visibility, so you…..
- Plaster PG-13 images on your snowboard decks. (Clearly, your “free speech” conviction only goes as far as what can be stocked in mainstream retail outlets.)
- After the protests have gone on for a while, feign indignation in a self-serving op-ed, but….
- Justify yourself with an abjectly conventional litany of your “contributions to society.”
Photo: Burton Love Series, originally uploaded by MRSA..
Comments
I can’t wait to poach Alta on one of those boards!
That I would like to see.
You are so right. So much better to let the government tell them what is ok.
Pick your reason: free speech or capitalism. Either one works for me.
As best I can tell, Joe’s thinks I’m advocating censorship. That’s absolutely not the case—I’m in full support of naked women on snowboards.
What I’m saying is: if you put naked women on your snowboards, don’t then justify it by citing your “contributions to society.” The right of free speech is a -right-, it’s not a shameful indulgence you buy with charitable works. If you want to put naked women on your boards, grow a set and accept the consequences: some people will be up in arms. Big deal: you can’t rebel and be popular.
Of course, what Burton wants is to have its cake and eat it, too. It wants the marketing bump from doing something “controversial” but it doesn’t want the consequences of controversy.
What Burton’s behavior demonstrates is that it’s a company built on fake rebellion for suburban conformists. (The kind of people who don’t have enough courage to leave their real email addresses.)
And, incidentally, Joe, free speech and capitalism are not opposed to one another. To have free speech, you need property rights, else where are you going to put your soapbox? Read your Adam Smith, professor.
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