A Supposedly Fun Thing I'll Never Do Again (14 page)

There’s an obverse way, of course, to make commercials resemble programs. Have programs start to resemble commercials. That way the ads seem less like interruptions than like pace-setters, metronomes, commentaries on the shows’ theory. Invent a
Miami Vice
, where there’s little annoying plot to interrupt but an unprecedented emphasis on appearances, visuals, attitude, a certain “look.”
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Make music videos with the same amphetaminic pace and dreamy archetypal associations as ads—it doesn’t hurt that videos are basically long music-commercials anyway. Or introduce the sponsor-supplied Infomercial that poses, in a lighthearted way, as a soft-news show, like
Amazing Discoveries
or those Robert Vaughn-hosted Hair-Loss Reports that haunt TV’s wee cheap hours. Blur—just as postmodern lit did—the lines between genres, agendas, commercial art and arty commercials.

Still, television and its sponsors had a bigger long-term worry, and that was their shaky détente with the individual viewer’s psyche. Given that television must revolve off basic antinomies about being and watching, about escape from daily life, the averagely intelligent viewer can’t be all that happy about his daily life of high-dose watching. Joe Briefcase might have been happy enough
when
watching, but it was hard to think he could be too terribly happy
about
watching so much. Surely, deep down, Joe was uncomfortable with being one part of the biggest crowd in human history watching images that suggest that life’s meaning consists in standing visibly apart from the crowd. TV’s guilt/indulgence/reassurance cycle addresses these concerns on one level. But might there not be some deeper way to keep Joe Briefcase firmly in the crowd of watchers, by somehow associating his very viewership with transcendence of watching crowds? But that would be absurd. Enter irony.

I’ve claimed—so far sort of vaguely—that what makes television s hegemony so resistant to critique by the new Fiction of Image is that TV has coopted the distinctive forms of the same cynical, irreverent, ironic, absurdist post-WWII literature that the new Imagists use as touchstones. The fact is that TV’s re-use of postmodern cool has actually evolved as an inspired solution to the keep-Joe-at-once-alienated-from-and-part-of-the-million-eyed-crowd problem. The solution entailed a gradual shift from oversincerity to a kind of bad-boy irreverence in the Big Face that TV shows us. This in turn reflected a wider shift in U.S. perceptions of how art was supposed to work, a transition from art’s being a creative instantiation of real values to art’s being a creative rejection of bogus values. And this wider shift, in its turn, paralleled both the development of the postmodern aesthetic and some deep and serious changes in how Americans chose to view concepts like authority, sincerity, and passion in terms of our willingness to be pleased. Not only are sincerity and passion now “out,” TV-wise, but the very idea of pleasure has been undercut. As Mark C. Miller puts it, contemporary television “no longer solicits our rapt absorption or hearty agreement, but—like the ads that subsidize it—actually flatters us for the very boredom and distrust it inspires in us.”
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Miller’s 1986 “Deride and Conquer,” far and away the best essay ever published about network advertising, details vividly an example of how TV’s contemporary kind of appeal to the lone viewer works. It concerns a 1985-86 ad that won Clio Awards and still occasionally runs. It’s that Pepsi commercial where a special Pepsi sound-van pulls up to a packed sweltering beach and the impish young guy in the van activates a lavish PA system and opens up a Pepsi and pours it into a cup up next to the microphone. And the dense glittered sound of much carbonation goes out over the beach’s heat-wrinkled air, and heads turn vanward as if pulled with strings as his gulp and refreshed-sounding spirants and gasps are broadcast. And the final shot reveals that the sound-van is also a concession truck, and the whole beach’s pretty population has now collapsed to a clamoring mass around the truck, everybody hopping up and down and pleading to be served first, as the cameras view retreats to an overhead crowd-shot and the slogan is flatly intoned: “Pepsi: the Choice of a New Generation.” Truly a stunning commercial. But need one point out—as Miller’s essay does in some detail—that the final slogan is here tongue-in-cheek? There’s about as much “choice” at work in this commercial as there was in Pavlov’s bell-kennel. The use of the word “choice” here is a dark joke. In fact the whole 30-second spot is tongue-in-cheek, ironic, self-mocking. As Miller argues, it’s not really
choice
that the commercial is selling Joe Briefcase on, “but the total negation of choices. Indeed, the product itself is finally incidental to the pitch. The ad does not so much extol Pepsi per se as recommend it by implying that a lot of people have been fooled into buying it. In other words, the point of this successful bit of advertising is that Pepsi has been advertised successfully.”
²⁵

There are important things to realize here. First, this Pepsi ad is deeply informed by a fear of remote gizmos, zapping, and viewer disdain. An ad about ads, it uses self-reference to seem too hip to hate. It protects itself from the scorn today’s TV-cognoscente feels for both the fast-talking hard-sell ads Dan Aykroyd parodied into oblivion on
Saturday Night Live
and the quixotic associative ads that linked soda-drinking with romance, prettiness, and Group-inclusion, ads that today’s hip viewer finds old-fashioned and “manipulative.” In contrast to a blatant Buy This Thing, the Pepsi commercial pitches parody. The ad is utterly up-front about what TV ads are popularly despised for doing, viz. using primal, flim-flam appeals to sell sugary crud to people whose identity is nothing but mass consumption. This ad manages simultaneously to make fun of itself, Pepsi, advertising, advertisers, and the great U.S. watching consuming crowd. In fact the ad is unctuous in its flattery of only one person: the lone viewer, Joe B., who even with an average brain can’t help but discern the ironic contradiction between the “Choice” slogan (sound) and the Pavlovian orgy around the van (sight). The commercial invites Joe to “see through” the manipulation the beach’s horde is rabidly buying. The commercial invites a complicity between its own witty irony and veteran viewer Joe’s cynical, nobody’s- fool appreciation of that irony. It invites Joe into an in-joke the Audience is the butt of. It congratulates Joe Briefcase, in other words, on transcending the very crowd that defines him. And entire crowds of Joe B.’s responded: the ad boosted Pepsi’s market share through three sales quarters.

Pepsi’s campaign is not unique. Isuzu Inc. hit pay dirt in the late ’80s with its series of “Joe Isuzu” spots, featuring an oily, Satanic-looking salesman who told whoppers about Isuzu’s genuine llama-skin upholstery and ability to run on tapwater. Though the ads never said much of anything about why Isuzus are in fact good cars, sales and awards accrued. The ads succeeded as parodies of how oily and Satanic car commercials are. They invited viewers to congratulate Isuzu’s ads for being ironic, to congratulate themselves for getting the joke, and to congratulate Isuzu Inc. for being “fearless” and “irreverent” enough to acknowledge that car ads are ridiculous and that Audience is dumb to believe them. The ads invite the lone viewer to drive an Isuzu as some sort of anti-advertising statement. The ads successfully associate Isuzu-purchase with fearlessness and irreverence and the capacity to see through deception. You can now find successful television ads that mock TV-ad conventions almost anywhere you look, from Settlemeyer’s Federal Express and Wendy’s spots with their wizened, sped-up burlesques of commercial characters, to those hip Doritos splices of commercial spokesmen and campy old clips of
Beaver
and
Mr. Ed
.

Plus you can see this tactic of heaping scorn on pretentions to those old commercial virtues of authority and sincerity—thus (1) shielding the heaper of scorn from scorn and (2) congratulating the patron of scorn for rising above the mass of people who still fall for outmoded pretensions—employed to serious advantage on many of the television programs the commercials support. Show after show, for years now, has been either a self-acknowledged blank, visual, postmodern allusion- and attitude-fest, or, even more common, an uneven battle of wits between some ineffectual spokesman for hollow authority and his precocious children, mordant spouse, or sardonic colleagues. Compare television’s treatment of earnest authority figures on pre-ironic shows—
The FBI
’s Erskine,
Star Trek
’s Kirk,
Beavers
Ward,
The Partridge Family
’s Shirley,
Hawaii Five-0
’s McGarrett—to TV’s depiction of Al Bundy on
Married
…
with Children
, Mr. Owens on
Mr. Belvedere
, Homer on
The Simpsons
, Daniels and Hunter on
Hill Street Blues
, Jason Seaver on
Growing Pains
, Dr. Craig on
St Elsewhere
.

The modern sitcom,
²⁶
in particular, is almost wholly dependent for laughs and tone on the
M*A*S*H
-inspired savaging of some buffoonish spokesman for hypocritical, pre-hip values at the hands of bitingly witty insurgents. As Hawkeye savaged Frank and later Charles, so Herb is savaged by Jennifer and Carlson by J. Fever on
WKRP
, Mr. Keaton by Alex on
Family Ties
, boss by typing pool on
Nine to Five
, Seaver by whole family on
Pains
, Bundy by entire planet on
Married… w/
(the ultimate sitcom-parody of sitcoms). In fact, just about the only authority figures who retain any credibility on post-’80 shows (besides those like
Hill Street
’s Furillo and
Elsewhere
’s Westphal, who are beset by such relentless squalor and stress that simply hanging in there week after week renders them heroic) are those upholders of values who can communicate some irony about themselves, make fun of themselves before any merciless Group around them can move in for the kill—see Huxtable on
Cosby
, Belvedere on
Belvedere, Twin Peaks
’s Special Agent Cooper, Fox TV’s Gary Shandling (the theme to whose show goes “This is the theme to Ga-ry’s show”), and the ironic ’80s’ true Angel of Death, Mr. D. Letterman.

Its promulgation of cynicism about authority works to the general advantage of television on a number of levels. First, to the extent that TV can ridicule old-fashioned conventions right off the map, it can create an authority vacuum. And then guess what fills it. The real authority on a world we now view as constructed and not depicted becomes the medium that constructs our world-view. Second, to the extent that TV can refer exclusively to itself and debunk conventional standards as hollow, it is invulnerable to critics’ charges that what’s on is shallow or crass or bad, since any such judgments appeal to conventional, extra-televisual standards about depth, taste, quality. Too, the ironic tone of TV’s self-reference means that no one can accuse TV of trying to put anything over on anybody. As essayist Lewis Hyde points out, self-mocking irony is always “Sincerity, with a motive.”
²⁷

And, more to the original point, if television can invite Joe Briefcase into itself via in-gags and irony, it can ease that painful tension between Joe’s need to transcend the crowd and his inescapable status as Audience-member. For to the extent that TV can flatter Joe about “seeing through” the pretentiousness and hypocrisy of outdated values, it can induce in him precisely the feeling of canny superiority it’s taught him to crave, and can keep him dependent on the cynical TV-watching that alone affords this feeling.

And to the extent that it can train viewers to laugh at characters’ unending put-downs of one another, to view ridicule as both the mode of social intercourse and the ultimate art-form, television can reinforce its own queer ontology of appearance: the most frightening prospect, for the well-conditioned viewer, becomes leaving oneself open to others’ ridicule by betraying passé expressions of value, emotion, or vulnerability. Other people become judges; the crime is naïveté. The well-trained viewer becomes even more allergic to people. Lonelier. Joe B.’s exhaustive TV-training in how to worry about how he might come across, seem to watching eyes, makes genuine human encounters even scarier. But televisual irony has the solution: further viewing begins to seem almost like required research, lessons in the blank, bored, too-wise expression that Joe must learn how to wear for tomorrow’s excruciating ride on the brightly lit subway, where crowds of blank, bored-looking people have little to look at but each other.

What does TV’s institutionalization of hip irony have to do with U.S. fiction? Well, for one thing, American literary fiction tends to be about U.S. culture and the people who inhabit it. Culture-wise, shall I spend much of your time pointing out the degree to which televisual values influence the contemporary mood of jaded weltschmerz, self-mocking materialism, blank indifference, and the delusion that cynicism and naïveté are mutually exclusive? Can we deny connections between an unprecedentedly powerful consensual medium that suggests no real difference between image and substance, on one hand, and stuff like the rise of Teflon presidencies, the establishment of nationwide tanning and liposuction industries, the popularity of “Vogueing” to a cynical synthesized command to “Strike a Pose”? Or, in contemporary art, that televisual disdain for “hypocritical” retrovalues like originality, depth, and integrity has no truck with those recombinant “appropriation” styles of art and architecture in which “past becomes pastiche,” or with the repetitive solmizations of a Glass or a Reich, or with the self-conscious catatonia of a platoon of Raymond Carver wannabes?