As an adult I've gained what I think is a healthy disdain for most advertising. But as a kid, things were different. In the late 70's and early 80's, as I poured through Skateboarder, Surfer, and Surfing, I was in awe of the "cool factor" that some companies exuded in their ad campaigns. Kryptonics was always one of my faves, as was Alva and Santa Cruz. As I think back on it, the skate ads were a lot more creative and interesting than the surf stuff, even if some of the surf logos were pretty damn cool (ie: McCoy, MR, Herbie Fletcher). It's all bullshit, but it can be pretty powerful stuff to a young mind...theme tune
4 comments:
I live the same double standard. Ha ha... I try and limit my material desires and consumption but when it comes to surfboards and skateboards, I awlays find a way to justfy lusting after and finding a way to make a purchase.
I agree though, as least with skateboarding, the ads were creative often outright subversive and at least promoting an interesting culture.
It's a never ending struggle - nowadays gear related to surfing, cycling, photography, and camping is the problem for me. There sure are worse addictions, though...
Did you watch the "theme tune" for this post? I came across the video by accident recently - I always liked the song but the photography & skating is great with the music.
I moved to the states at the age of 13, in 1987. I immediately devoured the skate scene, even though I'd had no previous exposure to it. Reading Thrasher as an adolescent has definitely shaped my sense of culture and identity in North America. Gear in itself is not bad if you use it. The problem comes when you acquire stuff for the sake of acquiring, as opposed to actually using the "thing" for the purpose of enriching your life experience. You’d never know the feeling of rushing at full speed towards a curb and slapping down a backside 50-50 if you didn’t have a skateboard. You’d probably never see a winter ocean sunrise and the new swell rolling in like so much corduroy if you didn’t have a surfboard.
Ras, you're right about gear not being bad if you use it. I honestly don't feel guilty if the gear I acquire is related to being outdoors or creative.
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