Found Objects, Vol. 5
Miniature visits with items that say something about the world they occupy. Today: The 'distressed' American flag wallet.
HERE’S SOMETHING FROM the Dept. of Stuff That I Can’t Get Out of My Head:
I’m trying, thus far unsuccessfully, to parse this ad I got served on social media the other day, aimed at “the rugged man.”
Rugged individualism, of course, represents a robust vein of American history and tradition, for better and for worse. But in this case, it’s hard to figure out what the actual message is. Other than, obviously, “buy this flag wallet,” which retails for $49.99.
First, the equating of “rugged” with a) the American flag, b) the American flag emblazoned on a wallet and c) the American flag emblazoned on a wallet that’s crafted to appear worn down and distressed, as if under siege (gave proof through my jeans, that the flag was still there) is something I struggle mightily to figure out.
I’m also endeavoring to determine the reasons that the wallet is positioned the way it is in the ad — lodged between cracks in brick, slightly askew — and whether that use case suggests it is designed to be deployed like a martial arts throwing star. Precisely what manner of patriot might this messaging appeal to? Precisely what marketing conversation produced this imagery?
“BEEN LOOKING FOR a flag wallet and this one is great,” says one testimonial on the website, which also offers a “blog” entry that explores the core question we all ponder: “Is it Appropriate to Accessorize With The American Flag?” Here’s part of the answer offered:
If the wallet is not made from an actual flag but merely bears the flag’s design or colors, it’s considered acceptable. The critical point is that the item must be intended for this specific use and not be a repurposed flag. Ultimately, respect for the flag lies less in its physical representation and more in the values and attitudes behind its use. As long as the wallet is treated with respect and not used in a manner that could be seen as disrespectful, it can be seen as a personal expression of patriotism.
UPDATE: A fresh ad links me to this heretofore unseen statement:
The American Flag Wallet, much like the Star Spangled Banner itself, sends a powerful message. A message of freedom, strength, and standing up in the face of adversity.
I’d absolutely love to have lunch with the people who designed this product and the ad that I got served. I’d treat.
In the meantime, some beauty shots:
This ad is proof of why you don't let ChatGPT create digital campaigns.