It's All Gucci Dude!

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I do not know about you, but my friends and I have said this at least once in the past. We have consciously replaced the word Gucci with good. Like the people in the advertising documentary that we watched, who replaced the word for good (or anything positive, really) with Song. "Oh, that's so Song!" But really, what does Song mean? It obviously means something good, but it leaves an air of vagueness that is mysterious and unconsciously intrigues the person who you are talking to. Language is power, as we have learned in our class, and so replacing a positive word in both denotation and connotation with a brand is dangerous. It is ingrained in our subconscious that this brand is not just good, but it also acceptable, excellent, exceptional, favorable, great,
marvelous, positive, satisfactory, satisfying, superb, valuable, wonderful, and all of the other synonyms of good. And not just the brand is good, but the whole embodiment of the company is good. It is its being, if that makes sense.
This has happened with other brands as well. When we ask for a tissue, we ask for a Kleenex, when we mean slow cooker, we say Crock-Pot, when we want tape, we say Scotch Tape, and when we want a pen we ask for a Sharpie. Brands have infected our daily language. More and more brands will probably have this happen as well. If it continues on like this, how much of our daily language will just become brand names? We are slowly becoming walking advertisements for these brands, whether we sing their slogans, carry their cups or bags, or use their brands as a noun or adjective. What will become of our future?

Comments

  1. sadie bauerDecember 18, 2017 at 8:04 PM

    This is a very interesting blog post and it's so true. My friends and I do the same thing, we say phrases that use brand names instead of the adjective we are implying. It's strange how this is a common thing now because I've never thought twice about saying brand names in replacement of adjectives. The way the terms are used is definitely vague because no one really knows what "Gucci" means. It has that positive connotation so we make assumptions with context that it means good; but the person who hears this may be confused and interested in the brand and why we said their name. This is a way that people in current times are promoting brands and advertising for them without even realizing it. I think this habit can be intentionally used sometimes because it gives people a sense of affiliation. The person who says it is able to prove that they know what's popular and that they are part of this group that associates good things with Gucci.

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  2. UnknownJanuary 4, 2018 at 8:52 PM

    wow this is very true. I just read another post on the marketing techniques of starbucks and found that people replace saying coffee with saying starbucks. The word Gucci, i believe, if affiliated with a positive meaning, such as expensive, well-done, popular, common, etc. In my personal experience, i have found people describing things as gucci in two common scenarios. One of which is when something happens that the person genuinely likes and 10/10 would give a thumbs-up and 5 stars. The other time is when nothing is going their way and they reject help and just state "It's all Gucci" meaning "I can handle this" or "it's alright" Good analysis and statement.

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