Tag Archives: marketing

Playing up TrainingSpaces

A new personal training and fitness studio in Toronto’s Little Italy. Check out the website here, and let’s revel in some of that sweet, sweet SEO.

#cARTographyTO and Astral Media: subverting the commercial colonization of public space | #TOpoli


Via The Grid and Torontoist, news of an inspired and inspiring guerrilla action over the weekend.

Dozens of sidewalk-blocking, ad-filled eyesores, laughably known as “info pillars,” were repurposed and turned into art installations, social and political statements, and focus points for satire.

It’s hard not to sympathize with cARTography Toronto. Public space and public amenities are under relentless pressure from the advocates of privatization and the purveyors of commercial messaging; with the dogma of “austerity” comes more and more pressure to find new sources of revenue, especially when we’re saddled with a municipal administration intent on choking off one of the most traditional sources.

I’m sure these goddamn things are good for someone. No doubt they’re good for Astral. And perhaps they get the advertisers’ messages in front of more eyeballs. And who knows, maybe they bring in a dollar or two in licencing fees or something. But, in the words of one of the activists:

They’ve done a lot of permanent damage, tearing up sidewalks, cutting down bike posts, and creating a sightline hazard for pedestrians, drivers, and cyclists…

How you see this depends, as do many things, on how you define terms and how you frame the questions. If we’re committed to making the public good paramount, then the reclamation of public space from those who seek to colonize it is something to be encouraged. And while aesthetics are admittedly subjective, it’s hard not to be disturbed by the incessant, intrusive, and garish invasions of public sightlines, the cheapening of the visual environment, and the cumulative assault on our senses.  Factor in the removal of bike posts, the destruction of trees and the interference with pedestrian traffic and it’s hard to see how the community as a whole comes out ahead. Surely we’re surrounded by enough vulgarity already.

Of course, that’s only one viewpoint. If we buy into commercial orthodoxy and the gospel of privatization, then anything that brings in revenue is good, and anything that questions the underlying assumptions or interferes with the sacred operation of the market is suspect, elitist, anti-capitalist, and quite probably a threat to national security. And by that logic, it won’t be long before the corporate media are pounding that drum day and night, the activists (already a word with negative connotations for some) are demonized, and the resources of the criminal-justice system are marshalled in their pursuit.

It would be easy to reduce this to competing visions of what public space should be. And while that’s certainly part of the discussion, not all such visions are advanced with the same energy. Not everyone has the resources for lawyers, lobbyists and SLAPP suits. Not everyone has the same degree of access and influence to the decision-makers or conversation-shapers. And not everyone has the same fluency with the technocratic, class-biased language that informs so many public-policy debates.

As we work for more inclusive and democratic conversations, it’s worth keeping that in mind.

(Image via torontoist)

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Clean Oil: when ads at the movies stop being merely banal …

So I took my daughter to see the latest Harry Potter instalment yesterday at the downtown MegaGigantoPlex.

If you’ve been to the movies in the last decade, then you know what it’s like: hyperstimulation to the point of sensory overload, too much sugar, empty calories, and more life-size tchatchkes than you can shake a Big Slushy at. And that’s before you even get to your seat. (Naturally, we chose to see it in IMAX, so you can take everything and crank it up by a factor of ten.)

The other unavoidable part, of course, is ads up the yin-yang before the movie starts. (In my naivete, I used to think that escaping from commercials was one of the reasons you went to the movies, but whatever.) Most of them are sort of like background noise: milk, cellphones, milk, bumf for soon-to-be-released singles from the flavour of the week, milk, tech toys, and did I mention milk? There’s usually a PSA or two in the mix, along with the reminder to turn your cellphones off. Mainly harmless stuff, in other words, that lets you turn your brain off and just be a consumer. (I know. Shocking.)

But just when you let your guard down … a PR spot for Clean Oil, full of frolicking caribou, crystal clear rivers, happy birds, and soothing reassurances that ethical energy extraction isn’t about the tar sands at all. (I think I might have heard Kumbaya on the soundtrack, but maybe they were just pumping soma vapour into the theatre or something.) Forget about those giant open pits larger than Britain, and those reports of polluted water and sickness in aboriginal communities. It’s all clean and environmentally friendly. Look, we’ve got happy caribou! Check us out at www.cleanoilandhappycaribou.com!

Well, you can’t argue with marketing, and I’m sure there are reams of studies, focus groups and research suggesting that this is a good way of getting the message across, and that this is a particularly receptive audience in just the right demographic. But it does underline the need to retain our faculty for critical thought, and our identities as citizens and not just consumers.

Sent from my BlackBerry

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