The cultural relevance of the Bic Maxi lighter :: Culture Cultural Lighters Essays

The cultural relevance of the Bic maxi lighterAccording to William J. Thomson, the natives of Easter Islands method of obtaining re strikes considerable preparation of material and patience on the part of the operator. A pointed stick of hard wood is rubbed against a peck of dry paper-mulberry until a groove, is formed, which nally becomes hot from the friction and ignites the lint or ber thrown up at the end of the groove. This is blown into a ame, and dried grass added to it until the re is sufciently established.1 Society is still dependent on re today. If not for b be survival, re is used for some simple enjoyments of life cd lights, barbecues, replaces, etc. But contemporary methods of obtaining re often simply contain a ick of the thumb. The portable disposable cigarette lighter is a in truth ubiquitous tool used by many of us who require a ame one time in a while. This paper will handle the Bic Maxi lighter (g. 1 soon) and its relationship with some of western cultivati ons contemporary issues, mainly branding, individual responsibility, the mainstream and ecology. It will illustrate the Maxis cultural relevance by presenting the implications of its belonging to the Bic brand, some mise en scene issues related to the Child-Guard mechanism, its popularity and omnipresence, and its impact on the environment. Will follow a reciprocation of the eminent disappearance of the Maxi as a product dependent on a socially deviant behavior. It is brandedAlthough they are regarded by many as threatening to our health, destructive to our environment and corrupting our children, brands are an important part of the postindustrial commercial life.2 Many recent books lead been chanting an anti-brand rhyme Eric Schlossers Fast Food Nation (2001), Franois Dufour and Jos Bovs The World is Not for Sale (2001), and most importantly, Naomi Kleins No logo Taking Aim at the Brand Bullies (2000). But still, brands are all over products, people, countries and companies are all racing to turn themselves into brands to make their image to a greater extent likeable sic and understandable.3 Madonna, Canada, Starbucks, Martha Stewart, The European Union, Microsoft are all selling the immensity of being alive, surrounded by their music, culture, coffee, craft, money, software, etc. Historically, brands were a form not of exploitation, but of consumer protection. In pre-industrial days, people knew exactly what went into their meat pies and which butchers were trustworthy once they moved to cities, they no longer did.