Same advertising message, different culture.

In response to my last post, several readers mentioned that they had no idea what the AutoZone Fix Finder 30 commercial was about.  Other readers didn’t find anything objectionable with the way AutoZone portrayed the men who shopped and worked there.  I think these two issues are linked.  AutoZone spent so much energy denigrating men in the commercial that the point of the ad was lost.  At the same time, denigrating men is so normal in our culture that it can be hard to notice it, or even imagine a commercial not doing so.

Interestingly AutoZone has a Spanish version of the Fix Finder 30 commercial.  Perhaps some of my Spanish speaking readers will pick up on an anti father message in the commercial, but just looking at the Spanish version it strikes me how much better both the AutoZone employee and the customer are portrayed:

For reference, here is the English version again:

From a marketing perspective both commercials are trying to get across the same brand/value message, but visually at least the Spanish version seems to do a much better job (try watching both with the sound off).  In the English version the brand/value message is so overwhelmed by the bitter anti-man message that it is difficult to even detect.  Here is the synopsis of the English version of the commercial’s message from ispot.tv:

AutoZone provides its Fix Finder engine tool to help customers check their engine light on the spot, then offers mechanics to help them get the most likely fix. This couple discovered their problem was most likely an O2 sensor, and they can get it repaired right away. Turns out the husband didn’t have to wait a whole month to get that looked at…because it totally just came on yesterday.

Here is the English translation of the same synopsis from the Spanish commercial on youtube (via Google translate):

The rivalries of fans will exist. But when it comes to your car, the AutoZone team is always by your side. With Fix Finder, you find the problem when your ‘check engine’ light comes on. Free. Hopefully the rivalries between fans would be solved that easy.

In the Spanish version the rivalry exists because the youngest son is rooting for a different team than his father and older brother.  This is light and airy compared to the dark, bitter feminist contempt the wife has for her husband in the English version.

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Posted in Disrespecting Respectability, Envy, Ugly Feminists | 80 Comments

Aging lonely feminist humor.

AutoZone is running a commercial titled “Fix Finder” advising their customers that AutoZone thinks they are idiots:

This is a strange message for a DIY store, because much of the payoff for fixing things yourself is the feeling of mastery that comes with it.  So why would AutoZone spend a large sum of money telling their ostensible target audience you’d have to be an idiot to shop there?  Why would AutoZone go to so much trouble to associate going to their store with looking like a fool?

In the DFW area AutoZone is one of the big two parts stores.  However, I very seldom go there, because in my experience the cranky middle aged woman in the commercial would have been better cast in the role of the AutoZone employee than the bitter wife of the loser who shops at AutoZone.  The only thing I did tend go to AutoZone for was car batteries. I’ve had decent luck with their batteries and like the fact that the warranty isn’t pro rated.  This isn’t something I had given much thought to, it had simply become a habit.  If I needed a battery, I went to AutoZone.  If I needed anything else, I went to O’Reilly.

However, a few days after I saw this commercial the battery on the car my wife drives went out.  After I pulled it out I decided to check out the batteries at O’Reilly first.  It turns out they don’t pro rate their warranty either, so I bought the replacement battery there.  As luck would have it later that same day I found that the power steering pump on my truck was leaking, and when I took the serpentine belt off to get a better look I found that the belt tensioner was shot too.  Those last two items don’t represent lost share of wallet for AutoZone, because I would have gone to O’Reilly for them anyway.  However they do show that I (with my 20 year old truck) am in the target market.

But AutoZone both by their hiring practices and their advertisements seems to eschewing the DIY car repair market (almost exclusively men), and trying to make their business on a new market.  The comments on the commercial at Youtube offer a hint at who that new market might be.  Denise Robb responded:

This is exciting. My check engine light comes on all the time and this will save me running to a mechanic and potentially getting charged for things I don’t need. Thanks.

Kylie D responded:

I actually used this. As a single woman it was so nice to know what was wrong when my ‘check engine light’ came on, before going to a mechanic! Gave me more confidence. Then I spent time in the store getting other things I needed and could take care of myself 😀 Awesome service, had no idea!

Interestingly, both women’s profile images resemble the cranky middle aged woman in the commercial. It turns out that Denise Robb does bitter feminist stand up comedy:

Kylie D (Kylie Delre) is likewise a comic of sorts.  She also appears to be is the actress who played the cranky middle aged woman in the commercial:

But the commercial still doesn’t make sense if you assume AutoZone is targeting women in general.  Young single women aren’t going to identify with the bitter aging wife with a loser husband.  And most married women don’t aspire to be the bitter aging wife of a loser either.  But the ad does work for a narrow category of women, bitter aging unmarried feminists.  They can watch the ad and laugh at all three of the participants.  They may be bitter cat ladies, but at least they aren’t like the losers who shop or work at AutoZone, and at least they don’t have a loser husband!

This is a strange niche market for AutoZone to go all in on, but they do seem to have their message zeroed in quite well.

Update:  You can’t make this stuff up.  Here is a video of Denise Robb doing a routine about her cat.

 

Posted in Aging Feminists, Envy, Ugly Feminists | 97 Comments

Missing the point is hard work.

Trevin Wax of The Gospel Coalition (TGC) asks Are We Missing the Point of Frozen’s ‘Let It Go’? Wax took his family to the movie expecting it to teach them a toxic moral message:

We took the family to see the film on Thanksgiving weekend, fully expecting the common, tired storyline of a princess being true to herself and finding salvation through romantic love. It is the Disney dogma, after all.

Wax was then surprised to see that the movie instead taught a good moral message:

Suprisingly, the movie’s storyline takes us in the opposite direction. The princess who is “true to herself” wreaks havoc on the world and leaves shattered relationships in her wake. Her devoted sister pursues her, even at great personal cost. And when all seems to be lost and you hope a prince will save the day with romantic love, there is instead a stunning portrait of self-sacrifice, described as the only kind of love that can melt a frozen heart.

But then, much to Wax’s surprise, the audience seems to take away the same toxic message he expected when he took his family to see it:

“Let it Go” is the stand-out song on the soundtrack due to its beautiful melody and memorable lyric. The music video has been viewed more than 88 million times. But the success of this particular song leaves me scratching my head, especially when you consider its place in Frozen’s storyline.

If there ever was a song that summed up the Disney doctrine of “being true to yourself” and “following your feelings” no matter the consequences, it’s “Let it Go.”

Thousands of little girls across the country are singing this song – a manifesto of sorts, a call to cast off restraint, rebel against unrealistic expectations and instead be true to whatever you feel most deeply inside. What’s ironic is that the movie’s storyline goes against the message of this song. When the princess decides to “let it go,” she brings terrible evil into the world. The fallout from her actions is devastating. “No right, no wrong, no rules for me” is the sin that isolates the princess and freezes her kingdom.

Wax took his family to learn what he expected would be a toxic moral message, and then was surprised when the message was good after all.  But then, Wax is baffled as to why the audience took away the very toxic message he expected all along.  How could millions of women and girls miss the point, when Wax so clearly gets it?

This kind of mental gymnastics takes a great deal of effort, just like physical gymnastics.

HT Darwinian Arminian

Related: Solipsism as a religious experience.

Posted in Complementarian, Denial, Disney, Frozen, Movies, Moxie, Rebellion, The Gospel Coalition, Turning a blind eye, Ugly Feminists | 144 Comments

Hilarious

Courtesy of Vox Day:

Perhaps the concept is a little easier to grasp when it isn’t a pretty cartoon character warbling, but Leo Moracchioli doing what is a more aesthetically honest version of the song. The only thing that would really improve upon the song is a video full of tattooed strippers on poles doing drugs that ends with snow falling upon a grave with a woman’s name and dates indicating that she died in her 20s.

 

Posted in Disney, Frozen, Men's Sphere Humor, Movies, Turning a blind eye, Ugly Feminists, Vox Day | 70 Comments

Children understand.

Anonymous Reader notes that Let it go is well loved by modern Christians:

I have not yet encountered a single churchgoing person in my social circle who has a problem with “Frozen” the movie or with “Let it go” the song. Not one. That includes a couple of families that are part of leadership. Pointing out the “no rules” part is like describing the color “purple” to someone who is blind. They literally can’t see anything wrong – perhaps because “It’s DISNEY” or something. I’ve gotten blank stares from people over 40 but also parents under 30. It’s bizarre.

I don’t think the messenger makes the message palatable.  It is the message itself that is loved.  Women and girls learning how to throw off all rules and inhibition is core to our new morality.  The song isn’t loved as a guilty pleasure;  it is loved as a bold moral declaration.  Stop trying to be a good girl and learn to worship yourself is a moral exhortation.  As Vox pointed out in The devil that is Disney:

Disney is run by literal satanists preaching Alastair Crowley’s “do what thou wilt shall be the whole of the law” to children. They are one of the primary engine’s of the West’s degeneracy and decline. It is not an accident that everything they touch, in every industry, turns into morally radioactive slime.

Children, including Christian children, understand this best of all.  They know what their parents worship, what their parents see as righteous (even if their parents fall short of living the ideal).  They know that Frozen and Let It Go is a morality tale that teaches them about our most sacred beliefs.

With this in mind, it shouldn’t be too surprising that when Baptist minister Ross Chandler* in Marble Falls, Texas asked children in his congregation to explain part of the Bible, their response very quickly devolved into the song Let It Go.  Even more telling, Chandler was so delighted with children confusing the words of the Bible with the words of Disney, he made it into youtube video.

As Today observed:

Who knew the New Testament had so much “Frozen” in it?

 

*Not to be confused with Pastor Matt Chandler, also in Texas.

 

Posted in Disney, Frozen, Movies, New Morality | 90 Comments