Monday, February 18, 2008

Amish Exploitation Alert

Saw a TV ad for this on ESPN during a basketball game. Not sure about the demographic targeting at work here, exactly: “Heat Surge: The Authentic Roll-n-Glow Electric Fireplace.”

No Photoshopping at work here:

Now, my favorite part of the TV voice-over was this line: "Made of solid wood!" Wow! Solid wood. That's honest attention to detail you’ll find hard to come by, I immediately thought to myself.

There are probably are actual skilled Amish woodworkers putting these cases together. The ham-handed marketing put in service of their effort pains me, but then again so does the product. Does an electric space heater on casters, featuring a non-functional Lite Brite aesthetic with (overbuilt?) Mission-style cabinet define what 2008-era America wants? A superficial, nostalgic shell surrounding a dubious convenience?

Been there all along. My bad.

Image credit 1, Image credit 2

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