Everyman’s Computer, Everyman’s DSL, Everyman’s Bike, Everyman’s Yoghurt, Everyman’s Camera, Everyman’s Trainers, Everyman’s Navigator, Everyman’s Notebook, Everyman’s Seat, Everyman’s Washing Machine, Everyman’s Winter Tyres, Everyman’s Toothbrush, etc. etc. etc.
It seems that these are all things the “common people” desire.
Have you, too, come across “products for everybody” when you went shopping? Maybe you even read about their special quality or exceptional characteristics?
Ever since 2002, the media giant of Germany’s biggest boulevard newspaper seems to get more and more interested in “advertising” certain products as everyman’s articles. More than a hundred products were already awarded the predicate “everyman’s”. For the customer, however, it was and still is a little unclear what exactly makes a product “everyman’s article”.
he customers are expected to believe that it is some special characteristic or an extraordinary quality that makes the difference. Yet there is more to it than that: everyman’s articles are also blessed with having an unbelievable price-performance ratio. That means they are reasonably priced and it would be “stupid” not to buy one of these bargains.
Fortunately, “Media Markt” taught us how not to be stupid. Consequently, we go and buy everyman’s articles. We do it with a quiet conscience and along with “everybody”.
But who exactly is “everybody/the people”? And did we not witness how the word “everybody” has been used in former times, too? Just remember the invitation to buy “everyman’s cars” in 1934. The first product of the then to be established company was to be the “KdF car” the “strength-through-pleasure-car”.
But, of course, everything is different now with “Bild-Zeitung”. Everyman is exclusively meant in a positive sense. There might be some nostalgic memories of the great moments when the citizens of the “GDR” chanted “We are the people!”. Another indication that the “Bild-Zeitung” likes to move in this nimbus are their cinema advertisements.
Today, things have changed. “We” – that is the “Axel Springer-Verlag” joining us all! It tells others in a messianic way what the voice of the people is – without ever officially declaring that this is what they do or professing to call it their duty.
Back to the question: who are “the people”. In general, “the people” are a huge number of persons speaking the same language, belonging to the same ethic group and living the same cultural tradition. With the “Bild-Zeitung”, there is no doubt about language and ethnicity. The cultural tradition, however, is questionable. There is a certain degree of flexibility. In theory. Except if someone comes and defines culture. And this is an area where “Bild-Zeitung” excels. Especially with the “everybody’s” campaign.
At long last, “the people” have someone to give them directives. At long last, there is someone who knows what is best. It almost seems like we learned nothing from history. The enthusiastic way in which we nod and join is an indication for a product which, on top of being persistent, is totally free: “Everybody’s Madness”.
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(Translated by EG)
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