I frequently wonder at the choices that marketing and advertising people make. I wonder if they come up with those choices on their own, or if they grudgingly implement the desires of their clients despite their own misgivings. Are they ignorant of the connotations, or do they go into things eyes wide open, fully understanding (or just not caring).
The latest Dell Inspiron 15R commercial shows school children stuffing their backpacks and then repeatedly falling over from the weight, over which you can hear “Pack up your troubles in your old kit bag and smile, smile, smile.” *
And I wonder if the advertising people who came up with that know the history of the song as a WWI marching song, or have ever really listened to the lyrics…even just the rest of the lyrics in the chorus:
Pack up your troubles in your old kit-bag,
And smile, smile, smile,
While you’ve a lucifer to light your fag,
Smile, boys, that’s the style.
That’s right. Smoke ’em while you got ’em, kids.
You never know when a stray enemy ball might take you out at recess.
School is hell, y’all.
* The commercial version of the song was supposedly sung by James Mann, based on an arrangement of the song by the Minnutes. If anyone cares.