[Rumori] Scion marketing /collage in daily living

[Paul Smith]

--- Steev Hise <steev at detritus.net> wrote:
> 
> new car from toyota with "cool" ad copy that
> appropriates
> appropriation.
> 
 Or perhaps that's backwards.  Just as visual collage
was around long before the audio variety, "automotive
collage", though no one ever thought to call it that,
has been the norm for the past 90 years or so. 
Customized cars are chockablock with parts from other
vehicles and occasionally other transporation systems
[the turboshaft-powered motorcycle, for example].  Is
your '92 Honda Civic with an Acura engine, Porshe
brake calipers and dozens of little items from other
Hondas not even sold in the country you live in really
a '92 Honda Civic anymore?  It's now unique, and
differentiated from the Civics Honda that made itself.
  That the automotive world and the underground art
world never crossed paths on this topic before is no
giant surprise.   The Scion copy below, from a purely
automotive persective, is meant to convey to very
young potential car buyers that car customization has
been around for a long, long time.  



> from http://www.scion.com/about/about.html
> (via nettime)
> 
> "In this brand-heavy world,we are constantly
> inundated with
> messages about what to wear, where to go and how to
> be.
> However,we know that independent thought doesn't
> come from
> picking and choosing an identity from a series of
> prefab
> selections. Although we may like some of the
> individual elements
> of what's available, on the whole we would rather be
> able to mix
> and match, choose those pieces that support our
> distinct
> qualities as independent creatures. We want to be
> recognized as
> unique beings who revel in the freedom of
> expression. SCION (the
> car company and the magazine) recognizes the value
> of the
> individual and the remix, the re-appropriation of
> mass culture,
> and it will focus on the struggle, the challenge and
> the
> successes of keeping it real.
> 
> "The idea of the remix has become more common and
> now can be applied to
> entire identities, from music to fashion, from
> technology to art. The
> lines have been blurred. The opportunity for
> independence is vital. We
> are now active participants in the process, tricking
> out the smallest
> details, tweaking the characteristics to fit our
> lifestyles. By
> changing color palettes, textures and soundscapes,
> we can be recognized
> by our peers for who and what we are."
> 
> 
> 
> 
> ugh.
> 
> 
> smh
> 
> 
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=====
"a poem a day keeps Geraldo away" 

        [The Georgia Review, Spring 1993]

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