Write your comment in the form below. Be sure to 'Preview' your comment to make sure that it will appear as you want it to.
You Are Replying To This Comment:
40's
By dj willderness
Jan 31st 2008
at 1:27 pm EST
I was HAMMERED drunk playing that state of the union drinking game. I don't even remember what was said. Anyways, my favorite 40 is Mickey's, which I think is an anomoly in the hiphop-40 connection since it caters its image to Irish people/bumblebees. Kind of hard to find in the GW area but 18th and I now has some.
Pabst Brewing Company has started a new marketing campaign that is attempting to garner appeal of their 40 oz. malt liquor brand Colt .45 towards young, urban youth. The campaign includes graphic novel style advertising and decorative brown paper bags. Read the full story on Adage.
There is no denying that with the rise of hip-hop in America that many aspects of cultural iconography have been appropriated by middle-class white youth. The 40 oz. has and continues to be an element of that in some ways. (Some of us may remember the St. Ides commercialsaired in the early 90’s featuring prominent hip-hop artists of the time)
However, the 40 oz. has also been considered a product that contributes to perpetuation of keeping urban poor communities down. (lots of alcohol for a cheap price has never led to good results)
Pabst’s attempt at making the 40oz. hip is a bizarre response to the continued appropriation of urban, hip-hop culture. It’s also sort of amusing…I wonder if it still costs a $1.99? Maybe Jesse can buy this for his next state of the union drinking game.
Thoughts?
Please remember that Campus Progress' terms of use do not allow promoting or endorsing any particular political party or candidate for office. Posts or comments that do this will be deleted.
