Saturday, July 20, 2002

Nostalgia: the last refuge of the copywriter.

Gina- it’s certainly not the past which I disdain. This era of corporate feudalism, Nsync AND McHappy Meals certainly needs its fundament looked at by a Professional.
Tis nostalgia which I abhor. Hence, the (rather purple, I concede!) parody of an objectionable meme that keeps re-infecting my inbox called ‘Remember When’.
Nostalgia, and its fraternal twin ‘retro’, seems to me to be the temporal equivalent of patriotism. Zeal for the customs, constructs, language of a place, or time, just ends in friction and broken bodies, if you ask me. Or, at the very least, syrup-y correspondences and VILE ad campaigns.
It is not the past, but the fetishisation of the past – nostalgia, which is, perhaps, the penultimate refuge of the scoundrel.

No comments: