Apparently, one of the big concerns by advertising professionals is whether an ad campaign is “current” and not “dated.” I’ve also heard this being voiced about cover art on books, and how political campaigns are being conducted, particularly after the recent election, despite the fact that the furor over the Electoral College is anything but new or recent.
Even though I don’t drink beer, I really liked and appreciated the Anheuser-Busch commercials which featured their Clydesdale horses. So did all of our beer-drinking friends, but it appears that all of us are “dated,” because using gentle humor, good feelings, and horses was just not appealing to the current generation, a generation that I find less than appealing if they’re actually motivated to buy beer based on dumb commercials featuring clueless young males.
I’ve also heard that Facebook is becoming dated, and that email is almost passe among the younger generations and that communications are largely carried out through tweets and somethings called Snapchat and Instagram, and that websites such as mine, which actually discusses matters in far too many words, are positively antediluvian. It would appear that written communications of more than 128 characters are also “dated.”
Knowledge of history is also clearly “dated,” given that the vast majority of college students on the local university campus have no idea about the civil rights violence of the 1960s and 1970s, the Great Depression, the causes and results of either World War I, World War II, or Vietnam. Music majors seem to arrive at college knowing little about any music except rote-rhythm pop, and seem unable to learn or memorize melodic lines of more than four bars without what seems to them to be excruciating effort, while Hamilton has become the only history lesson many students even want to pay attention to.
Printed newspapers are becoming dated as well, and magazines are in the process of following that trend. And now, a number of school systems aren’t teaching cursive writing, presumably since it’s also dated, despite recent scientific studies showing that writing actually enhances memory and learning.
But then, as the recent election just demonstrated, facts and knowledge are also dated.