Wednesday, February 2, 2011

Gimmics and Fads

In case you didn't know, it is approximately two degrees below zero outside. Luckily, we're out of the reach of the huge blizzard due to hit most of the USoA. The lack of snow, however, doesn't make it any less freezing out. Shockingly enough, people are covering up because of this weather. Everyone is bundling up! Amongst all these bundles of people, I've noticed a new fad. The poofy, black, bubble jacket.

 A lot of fads stick to one gender each. For example, the "pants on the ground" fad was limited to guys only. This fad isn't limited to any one gender. The jacket featured above is a men's jacket. The women's version comes in all lengths. I've seen them as small as half jackets and as long as trench coats.

This fad only came on recently as well. Back in 2010 (because that was a long time ago), bubble jackets were a rare sight. Now that the torturous cold has come in with January the bubble jackets are here.

I came up with two reasons why these jackets are so popular. It took a lot of sleepless nights to figure it out, but I've got it.

One explanation sparks from a commercial. The head and shoulders shampoo commercial to be exact. It begins with a beautiful woman walking down the street and a narrator reads "Black is always flattering. MYTH." Then the camera zooms out to reveal the beautiful model wearing an incredibly shiny black bubble jacket.

The idea is that the model is supposed to look ridiculous. I think that backfired. I think people saw this extremely attractive female walking down a crowded road wearing a bubble jacket and thought "Hey, she's gorgeous, so, naturally, if I wear that jacket I'll be gorgeous too!" I decided this because all the bubble jackets I've seen are black, like the one in the commercial.

After deciding that, I realized that commercials don't tend to have a reverse impact this large and sweeping. The commercial, however, combined with another concept could be the answer. But what could cause people to want to wear such large, in-your-face jackets? It would need to be something else that is large and in-you-face. That pointed me directly to 3D films.

3D films are the latest, and supposedly greatest, film gimmick. Motion pictures have always been trying to compete with TV. TV is much more convenient and cheaper than hitting the theaters. Back in the fifties, cinemarama (I think that's the term) was a big thing. That meant the screen was exactly 180 degrees. TV couldn't do that. Chalk one for the films. But that soon got old. Then, after many other gimmicks, along came 3D.



3D came, and went, many times. Now, it's back. It's unclear whether it will stick this time, or not. Either way, we're stuck with it. And now it seems to be affecting our daily lives.

We, as a society, can no longer handle plain old 2D. Clearly we live in a 3D world, but that doesn't seem to make a difference. After Avatar came out, people made comments such as "I wish our world was 3D." Our minds obviously don't process the real world like they used to. Our walls are too flat, so we add things that stick off of them. Our blankets are too 2-dimensional, so we add decorations. Naturally, this need to have a totally 3D world would leak over into other aspects of our lives, such as our clothes.

Our jackets were simply too flat. They didn't pop out at people. Now, they do! With the bubble jackets, our world is finally entirely 3D. People can feel like they're part of a new world, a world where things pop out at you! A world where everything has curves and contours.

Hopefully, once the 3D gimmick has passed, the bubble jacket fad will, too. I hope that time is soon... I preferred my normal, boring, 2D world.

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