Midway through this month, a Wall Street Journal headline captured
the flimflam spirit that infuses so much of what passes for mass
communications these days: “Despite Slump, Students Flock to Ad
Schools.” Many young people can recognize a growth industry, and the
business of large-scale deception is booming.
But if Madison Avenue makes us think of subliminal twists and
brazen lies, then Pennsylvania Avenue should bring to mind a similar
process of creating and perpetuating brand loyalty.
“The Defense Department” is far from truth in labeling. But no
player in Washington would suggest renaming it “the War Department,”
any more than execs in charge of marketing Camels, Salems and Marlboros
would advocate re-branding them with names like Cancer Sticks, Coffin
Nails and Killer Leaf.
As the department head, Donald Rumsfeld has gone through media ups
and downs. Two years ago, he was riding high. Lately, his stock has
dropped. Like every person, he’s expendable. Individuals are the
easiest brand names to retire.
For wars, brand loyalty is crucial. By the time most people think
George Shrub (Dave Lippman, comedian, satirist, singer) has been traveling throughout his globalized domain, sharing his Point of View (the Right One) so that people won't need their own. He employs anti-folk songs and interventionary anthems to explain (and enforce) that the business of America is none of your business, that unions are never civil, and that the proper place for himself, like Wal-Mart, is everywhere.
