What? How do you sell things?

 

South Park Words of Wisdom

Controversial language and [often tragic] comedic stunts aside, South Park is inarguably one of the important shows of our generation. The breadth of its influence can be demonstrated simply in noting the number of consumers who love it…overshadowed infinitely by those who hate it. After all, it is self-admittedly vulgar, prone to indulgent exaggerations of events and characters (especially celebrity imitations), warranting its opening recommendation to “not be viewed by anyone.” Frankly, you can’t say they didn’t warn you.

What lends largely to the distaste directed towards South Park is that it cannot escape the reality common to any thing denied to a certain group: if members of the sanctioned group want it (as the presence of a restriction guarantees they will), they will attain it. Age groups that enjoy crude humor (namely, teenagers) that is frowned upon by others will bask in the superficial rebellion offered by South Park’s reputation. From unsupervised children with cable or Internet, to zealots who actively strive to denounce the evils of their particular vision, any viewer is vulnerable to drawing the wrong messages – the definition of which depends upon the viewer – from the perspective presented in any particular episode. And there are many.

Beyond general disagreement and personal differences, misinterpretation and misuse are harmful risks associated with any public assertion of opinion. What distinguishes South Park, a crudely animated cartoon in its twelfth season, from other important contemporary cartoons, specifically the 18-season (and still highly-regarded) The Simpsons or the riskier yet still family-oriented Family Guy, is this: it targets individuals, or those with an independently-oriented point of view, rather than family. The aforementioned dangers exist where contradicting opinions are strong or emotionally driven, and where social flaws or criticisms are exposed; consequently, those who appreciate the minds behind its expression are, predictably, the minority. What is more contradictory than the modern-day definition of the family unit or the roles within, and the transitions that threaten established traditions? These very characteristics are the fire and brimstone of South Park, a youth versus elder struggle brilliantly manipulated by creators Trey Parker and Matt Stone.

The rejection of these family-friendly characteristics is, not surprisingly, criticized most loudly by parents, who tend to deem the show unfit for impressionable minds, the minds upon which the burden of a functional, responsible society will rest; corruptible minds, which are expected to lose some desirable quality or other through enjoyment or acceptance of South Park’s humor. Ironically, its charm and plot basis rest firmly on this concern and flips it on its rear: viewers follow a rational group of 8-year-olds as they learn from their experiences and assess their own beliefs. Their adult superiors are the bumbling bystanders in each adventure, getting in the way time and again with their “age is wisdom” attitudes, ignorant to the issues and resources that surround them. Perhaps, then, negative attitudes toward South Park reflect – and might better serve to be directed toward – the current trend of the North American youth to stray from tradition, and within this movement ultimately reject the motto of past generations, to “respect your elders.” However, this suggested influence of attitudes through media exposure is an entirely complex debate on its own; the same supporters of non-censorship in the media (currently, violence on television or in video games) would argue that the popularity of the humor embraced by South Park exists merely as a byproduct – or critical observation, to give due credit to the writers – of social change as it occurs.

Beyond the overwhelming interest surrounding the stimulating debate regarding media in modern society is a disguised question: where can the blame be placed? Despite the threat of negative judgment, SP is able to prosper because it does have morally valuable lessons to contribute, though part of its charm is that learning requires some dedication on part of the viewer. The lessons are generally made obvious in some discussion of growth at the end of each episode, but the process is entertaining only to those with certain intellectual qualities. From my experience, the target audience seems to be those with the social awareness to understand the particular topic under review or make the appropriate analogies, the open mindedness to assume nothing, and the patience to mentally digest the wisdom hidden under the superficial layers that decorate it. Unfortunately, this involves viewing the frequent fart and feces jokes as part of a self-mocking comedic stance, a general oversight that likely lends to the show’s reputation of attracting a ‘less mature’ fan-base.

A large proportion of South Park’s episodes address the politics of society or current events, albeit ironic portrayals. This is part of a genius ability demonstrated by the writers to avoid direct association with suggested views or social observations, via techniques such as stereotypical role-switching (in the SP world, victims become persecutors and the weak, the strong), exaggeration of stereotypes to the point of disbelief, and false denial of the intended point (providing a statement so obviously false that the perceptive viewer receives the intended message). For these reasons, the creators of SP feel it necessary to encourage viewership only for those who, having developed a certain level of maturity, can distinguish between the intentions and agendas of those they encounter as a self-providing adult and involved citizen.

Yes, the South Park humor is likely attractive to only a specific subgroup of society, judging by the disappointingly few addicts I have met (and the intense closeness I feel to these people immediately), but I have seen through experience that even its Haters can be converted. My mission continues.

Look Twice.

An interesting page of 70 creative advertisements that make you look twice.

Among my favourites, The Fitness Company’s plastic bag that makes it look as though you’re lifting weights (reminds me of Booster Juice ads on buses that make it look as though passengers are drinking the product), and the 3M Security Glass filled with cash. Siiigh. Lots of cash. Now that’s confidence, and that’s what sells!