Archive for the ‘dating in marketing’ Category

Las Cosas del Corazon

Thursday, January 21st, 2010

“Que haces in los Estados Unidos, Samantha?,” the passport control worker said to me. I had just arrived in Chile, excited to begin a writing assignment for a new client. The name on his tag read “Estigio Gomez.” He was a jovial, heavyset Chilean man. I smiled, delighted that I had recently learnt the Spanish word for “writer.”

“Yo soy una escritora,” I replied.

“ Joven para un escritoro, si?” he continued. (You are young for a writer, aren’t you?) I laughed, shaking my head. He smiled. “Que escribes?” (What do you write?)

“Ummm..” I hesitated. This was where my Spanish died. How on earth did you say ‘dating column’ in Spanish?

I didn’t know. So I said it in English, hoping that either the right word would come to me or he would just understand. “I write about dating, relationships, love…” I trailed off at the look on his face. He didn’t get it.“Umm..” I said again. I hated not knowing what I was talking about. “Amor!” I shouted jubilantly. Yes, I knew something that made sense was in there somewhere.

“Ahhhh,” he replied, his face melting into satisfied comprehension.

“Las cosas del corazon,” he said, drawing out the last syllable.

“Si!” I exclaimed. That was exactly right. ‘Cosas’ meant things, ‘Corazon’ meant heart.

I wrote about “the things of the heart.”

After I passed through customs and emerged out into the hot sunny parking lot of the Santiago Airport, I started thinking about the difference between ‘things of the heart’ and the words we usually use to explain the same things.

In America, our “things of the heart’ terminology are the following:    love, relationships, sex, and dating. But do these really describe all the things that go on in our hearts? And does a tendency to ascribe to one of these four indicate that the other things that go on aren’t important?

I realized that the latter was correct: by generalizing into four terms,  other things, emotions, and thoughts related to our hearts are marginalized by ourselves and by society. Thus, people who can’t categorize their feelings or situation into one of these linguistic baths end up feeling bashful and unimportant.

But what’s interesting is that most people, particularly in New York where over half of the population is single aren’t in love, in relationships, having regular sex, or even dating. So does that mean that the emotions in their hearts don’t matter?

Not at all. But in order for those emotions, and for those people to gain an accepted place in society, we need to appreciate other things besides the four catch words. We need to bring words like hook-up, lust, guilt, shame, crush, same-sex partners, into the media and into the general conversation.

So heading towards this Valentine’s Day, don’t feel bad if you aren’t in a relationship, haven’t fallen in love, or don’t have a date.

Because it doesn’t mean that your heart is empty, it just means it’s busy with other things- with friendship, family, nostalgia, ambition, etc. Things that may not be spattered on the cover of Cosmo, but are nevertheless just as important.

Dating and… Deodorant?

Saturday, December 19th, 2009

Yesterday I had a commercial audition for a line of mens deodorant (I know, I’m not a man- I will explain.)

I tend to keep a completely open mind going into commercial auditions because although sides (a script) may be provided, the audition is usually improv based. So today, all I knew is that I was going in for a pretty, clean-cut girl in her early 20’s- specifically a funny field guide (of course, I had no clue what that was).

They called me into the auditon right after a girl who resembled a barbie doll (like, i actually wanted to touch her hair to see if she was real), and I went in with pretty much no clue what the audition would consist of, particularly since there were no sides at the check-in.
The room was just slightly intimidating- seven people lined the walls, all holding macbooks, eagerly scrutinizing me and my “performance in the audition.” I said hello, made some kind of stupid joke about macs, and sat down in the center of the room.
“Ok,” the woman behind the camera said to me, “So we need you to pretend that you’re on a really boring date. The team will direct you on specific things that you should do.” So I looked around, bit my nails, feigned a few smiles, and then finally fell asleep on the dinner table. Brilliance.

As I left the room, laughing to myself at the hysterical nature of these auditions, I wondered what on earth a boring date had to do with men’s deodorant? I would think a smelly date would have more to do with deodorant than a boring one…

But such is marketing- products utilize the meat-market mentality of dating to illustrate why their product is more likely to help someone attract a mate than its competitors.