‘Turn Yourself Into The Hero’
This ‘Man of Steel’ film promotion reveals human nature.
E. Stephen Burnett on May 1, 2013 · 1 comment
For good or ill, we long not only to enjoy stories about heroes, but to become heroes ourselves.
Via the Superman: Man of Steel Facebook fan page.
… Even if hero is redefined as simply purchasing a candy product (and perhaps winning a promotional tie-in prize).
What is right about wanting to “turn yourself into the hero”? What are the risks of this impulse?
This ad doesn’t even make sense. Then again, most don’t. In America, at least in the 80’s when I briefly studied marketing in different countries, the product is always the hero.
I’m assuming here there is supposed to a “turn of phrase” in that Twizzlers are spiral, and the city behind is “turned”/”spiraled” out of Twizzlers. So by eating turned Twizzlers, we “turn” in to heroes? It’s a bizarre wordplay stretch – so bizarre, I’m not even sure that’s where they’re going with this.
Incidentally, this “I’m the hero” thing is exactly what I didn’t like about Carrie Underwood’s Dawn Treader song (among other things) and Alanis Morisette’s “Wunderkind” about Lucy. That is all.