Multilingual Business Communication

November 2, 2008

Mister Clean rocks your house!

Filed under: marketing communication, Séverine De Ryck — meertaligebedrijfscommunicatie @ 8:34 pm

Encouraged by the upcoming American presidential elections, ‘De Standaard’ has dedicated an entire quire of its weekend newspaper (1-2/11/’08) to the way of life in the US. In the section ‘Made in the USA‘, some famous Belgian athletes and artists are asked for their favourite American product. When they pose the question to Wim Delvoye, the successful visual artist, he expresses his respect for brands that really became ‘icons’, when he mentions Harley Davidson, Starbucks and Coca-Cola. He likes them for their artistic logos, which make them extremely recognizable. But still, his favourite American product is quite an unexpected one: Mister Clean. According to Delvoye, this guy has it all: ‘he has something Afro-American, but he is still white. He is somewhat homosexual, but he is definitely straight.’ Delvoye claims to know the story behind Mr. Clean’s earring: in the fifties, psychologists decided to make the guy somewhat homosexual, so that the (desperate) housewives didn’t have to feel guilty for being helped by a beautiful, strong man. He was every woman’s friend, without being a threat to her marriage, just because of his earring! Marketing can be a simple issues, but it becomes even more successful when there is a strong strategy behind it. 

Delvoye is sure about the fact that American brands like Coca-Cola and Mr. Clean will always be successful, even if the American global power will decrease steadily in the future. These brands will adjust themselves to the continuously changing market. I agree on Delvoye’s point of view, bacause bad news is quickly banished from our minds. Although some Belgian Coca-Cola bottles where polluted in 1999, soon no one doubted anymore about buying a Coke in the supermarket. Or when I would want to buy an Opel within a year, I won’t bother anymore about the problems GM suffers today. We live in a fast moving world, but strong brands will always survive.       

De Standaard, Oost-Vlaanderen (31 October, 1 & 2 November 2008) p. 37

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1 Comment »

  1. Encouraged by the upcoming American presidential elections, ‘De Standaard’ [I would have added a hyperlink to the website of ‘de standaard’] has dedicated an entire quire of its weekend newspaper (1-2/11/’08) to the way of life in the US. In the section ‘Made in the USA‘, some famous Belgian actors, athletes and artists are asked for their favourite American product. When they pose the question to Wim Delvoye, the successful visual artist, he expresses his respect for brands that really became ‘icons’, when he mentions Harley Davidson, Starbucks and Coca-Cola. He likes them for their artistic logos, which make them extremely recognizable. But still, his favourite American product is quite an unexpected one: Mister Clean. According to Delvoye, this guy has it all: he has something Negroid [derisive term! be careful!] , but he is still white. He is somewhat homosexual, but he is definitely straight. [if you quote someone, use quotation marks] Delvoye pretends [pretend is a strong reporting verb. You are saying you don’t believe him. However, the rest of your post does not reflect this view] to know the story behind Mr. Clean’s earring: in the fifties, psychologists decided to make the guy somewhat homosexual, so that the (desperate) housewives didn’t have to feel guilty for being helped by a beautiful, strong man. He was every woman’s friend, without being a threat to her marriage, just because of his earring!

    Delvoye is sure about the fact that American brands like Coca-Cola and Mr. Clean will always be successful, even if the American global power will decrease steadily in the future. They will adjust themselves to the continuously changing market. What do you think about that? [a bit weak. I would have liked to see you make a stronger point]

    Marilyn Michels

    Comment by meertaligebedrijfscommunicatie — November 16, 2008 @ 11:50 am


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