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(Boston Globe)   Why marketers are so fixated on "X"   ( divider line
    More: Interesting  
•       •       •

26220 clicks; posted to Main » on 06 May 2003 at 10:28 AM (14 years ago)   |   Favorite    |   share:  Share on Twitter share via Email Share on Facebook   more»

171 Comments     (+0 »)

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2003-05-06 11:52:49 AM  
Network Executive: We at the network want a dog with attitude. He's edgy. You've heard the expression "let's get busy"? Well, this is a dog who gets biz-zay; consistently and thoroughly.

Krusty: So he's proactive, huh?

Executive: Oh, God yes. We're talking about a totally outrageous paradigm.

Writer: Excuse me, but "proactive" and "paradigm"? Aren't those just buzzwords that dumb people use to sound important... not that I'm accusing you of anything like that. I'm fired aren't I.

Roger Meyers, Jr.: Oh, yes. The rest of you writers start thinking up a name for this funky dog. I don't know, something along the lines of, say, Poochie. Only more proactive.
2003-05-06 11:57:12 AM  
[image from too old to be available]

"One reason you're seeing it everywhere is that `X' has several connotations, including mysterious, X-rated - meaning sexy - and anything `extreme."

Took me ages to find this frame, Ant.
2003-05-06 11:57:18 AM  

When did 'Turbo' fall from grace with advertisers?

I am so out of the loop.
2003-05-06 11:58:27 AM  
Actually, the X-Men were named for the X-factor--the unknown genetic factor that caused their mutations.

Anyway, I think we should all blame Marvel Comics for starting this awful fad that will not die. They were the first to overuse the letter X: X-Men, X-Factor, X-Force, Generation X, etc., etc...
2003-05-06 12:00:31 PM  
Cryinoutloud and Dr.Jones, thanks for the laugh. =P

/back to work
2003-05-06 12:02:52 PM  
Right on Quarlie, King's X is really the only thing work using the X for. Best damn band on the planet.
2003-05-06 12:04:00 PM  
Concur on the King's X props....

/waving the Black Flag
2003-05-06 12:08:27 PM  
It's in the code. Decode it, and you will know the truth.
2003-05-06 12:08:44 PM  

Here's the quote:

From alternative music (Xzibit, Sex Pistols) to cutting-edge sports (BMX bike racing, XFL football), from cool new technology (Mac OS X, Imax films) to designer drugs (Ecstasy, Xanax), says Farmer, the postboomer generation of 20- and 30-somethings - a generation highly coveted by advertisers - responds to anything ''X'' as signifying ''the promise of things yet to be discovered'' and the ''ecstasy of really `being alive.'''


Xanax is NOT a designer drug.
2003-05-06 12:10:43 PM  

Late getting into this....but Cowboy X was X-actly what I thought of when I read the headline.

"....and so the people of Fiddler's Gulch were happy, because they weren't very smart".
2003-05-06 12:13:04 PM  
Because X sells.
2003-05-06 12:18:24 PM  
X The Owl from Mr Rogers' show is happy to be on the "cool" list again.
2003-05-06 12:18:28 PM  
Almost overnight, the letter ''X'' became a whole lot hipper than, say, Q or Z.

Poor writer.. I feel bad for him.
2003-05-06 12:22:33 PM  
The most mind-boggling thing about this article is that someone was actually paid to write that tripe.
2003-05-06 12:30:23 PM  
[image from too old to be available]

"This farked up thread was brought to you by the letter X."
2003-05-06 12:31:38 PM  
I'm suprised no one has brought this guy up
[image from too old to be available]
2003-05-06 12:37:28 PM  
What a non-story. Slow news day in Boston?
2003-05-06 12:37:43 PM  
Nagasaki Now I wouldn't know about that Jensen stuff. I don't own a stereo. Damn--my white trash background exxxxxxxxposed again!
2003-05-06 12:38:49 PM  
Another "no comment" here.
2003-05-06 12:40:29 PM  
John Doe, Exene Cervenka, Billy Zoom, D.J. Bonebreak... The only X that matters.
2003-05-06 12:40:43 PM  
Handrail: all you marketers: please take bill hicks' advice....

Amen! Just watched that bit last night on tape...
2003-05-06 12:45:00 PM  
[image from too old to be available]
2003-05-06 12:51:36 PM  
this article was just lame, another attempt by a 30'something writer to try and tap into the youth conscious... and all that sort of BS. Using such wonderful examples as the X-Men (comic has to be at least 40 years old now) and the X-Files (movie came out 5 years ago... not exactly a edgy new "trend") does not an exciting social commentary make.
2003-05-06 12:54:35 PM  
2003-05-06 12:58:06 PM  
Another "no comment" here.

2003-05-06 01:01:29 PM  
2003-05-06 01:02:24 PM  
As a key demograph, I would just like to that marketing agencies are nauseatingly clueless and I don't buy their stupid crap.

2003-05-06 01:06:34 PM  
Why do I feel that the only people affected by all the buzz words and "youth culture trends" that marketers come up with are 12 year olds who think anything on TV is cool.
2003-05-06 01:08:41 PM  
[image from too old to be available]

Buy this CD today.
2003-05-06 01:10:17 PM  

Sorry to threadjack, but has anyone seen my X-Parrot around anywhere ?

[image from too old to be available]

2003-05-06 01:11:18 PM  
Wow, Sinatra. that almost looks dirty
2003-05-06 01:12:21 PM  
This is the same thing as the use of [ brackets ] in every print and TV ad 7 or so years ago. It still crops up but it was a very visually annoying trend that, as a designer, I HATED.

Unfortunately, kitsch multiplies rapidly then finally dies out. The "X" trend, just like the "it-will-sell-if-we-add-"2000"-as-a-suffix" and Bracket trend did.

It just can't happen too soon.
2003-05-06 01:13:57 PM  
M.C.PeePants, Quarlie, Bass555 - Very smart people. King's X has a new one coming out on May 20th. Stop by and check it out.

2003-05-06 01:18:10 PM  
So I've heard of X rated movies and XXX movies, but what is a "XX" movie? Do they exisist?
2003-05-06 01:20:19 PM  
This is the most far fetched thesis ever. Interesting, no note of the straightedge movement... oh, by the way, X rocks. Exene is a babe...
2003-05-06 01:21:06 PM  
okay they mentioned X-Files, that's all I wanted.

[image from too old to be available]
2003-05-06 01:23:41 PM  
Ironically, this whole X-business has to do with illiteracy.

Back in the Middle Ages, when virtually noone could read or write, if an illiterate man had to sign a contract, he'd have a trusted literate witness read it out to him, then he'd put an mark, X --meaning the sign of the Cross, since contracts of that time generally included Christian oaths in them-- on the paper. Then the witness would sign their name to it, certifying that the X was the man's mark. (This is still done today in some legal proceedings, though a lot less often since most folks now know at least how to sign their names.)

Anyways, the point of all that pedantry is that X became associated with 'unknown', since one X was the same as any other without the witness's signature to verify it. Mathematicians picked it up, and the rest is history.

So remember, the next time someone brags about being part of "Generation X", he's just saying he's too ignorant to know his own name.
2003-05-06 01:27:37 PM  
Wait a second...they made a wrestling team called the Hardy they at least catch smugglers?

"I'm reading a book (Hardy Boys and the Smugglers of Pirates Cove). This one's about smugglers."
"They're all about smugglers dad"
"Not this one, it's about pirates."

Yeah, and people who use Z instead of S are dumb too.
2003-05-06 01:32:20 PM  
I think X will be replaced by K. Just look at it . . .


Doesn't that scream sexier than X? It's like an X, but it's not. It's straight one side. It's like, "Hey man, fark you and your vision of what the hip edgy people want. I'm not conforming! Fark you, I won't do what you tell me! I'm not going to be another symmetry whore. I'm not going to that two sided equal angle thing."

K is a rebel. K is a badass. K is the future of all that is "kewl". X sux donkey cox.

/Grabs a Pabst Blue Ribbon and sits down in a chair wearing pre-stressed jeans and an Abercrombie snowboarding team t-shirt and watches rollerblading videos while cranking Good Charlotte. Becuase I'm cool like that, I'm X-treme.
2003-05-06 01:35:55 PM  
I knew it.
2003-05-06 01:38:03 PM  
Actually I am my own marketing tool, since my last name actually does start with an X.

Which, in conjunction with my first name, makes my user profile the absolute most unimaginative thing I could come up with. Eh, oh well.
2003-05-06 01:44:42 PM  
I feel sad for Windows XP, it got no mention in an article about "X", but OS X got a mention.
2003-05-06 01:47:34 PM  
05-06-03 01:08:41 PM Sinatra

One of the best albums of the '80s.

Maybe when "E.T." was rereleased, they should have named it "X.T." It would have cleaned up.
2003-05-06 01:53:59 PM  
[image from too old to be available]

Remember kids, always recycle...TO THE EXTREME!
2003-05-06 02:26:26 PM  
'X' looks cool. 'X' sounds cool. 'X' is made up of two straight lines, sometimes configured in a radially symmetric fashion.

Maybe symmetry is at the heart of it. Yin/yang. Positive/negative. People even try to make bilateral models of complicated systems. I think it all comes down to the ease with which people can count to two.
2003-05-06 02:35:59 PM  
Oddly enough, no mention of Six Flags naming their coaster "X". It makes it ridiculously hard to find information on that stupid thing, ever try searching for "X" on google? Stupid Six Flags....
2003-05-06 02:49:43 PM  
As a late post, I'd like to remind all that KISS put the "X" into "Sex"

It's true - they wrote a song about it....
2003-05-06 03:04:15 PM  
I'm sure everyone by now has noticed this. And everyone has also noticed by now this trend is xtarded.
2003-05-06 03:07:42 PM  
To Chad Farmer of Lambesis Inc., a California advertising agency with its own finger on the youth-culture pulse, ''X'' represents the ''intangible connection between the unknown, mortality, alienation, and ecstasy''
2003-05-06 03:08:36 PM  
Crap, I forgot to write anything. That quote is exactly why I hate people.
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