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Not so innocent
by Louise Jolly| Brighton, UK
Monday, 30 May 2011
tags: brand worlds, clients & brands, culture, emergence, europe, semiotics
The on-going trend for Hollywood fairy-tale adaptations is unmistakable. After Catherine Hardwicke’s Red Riding Hood, versions of Snow White, Hansel and Gretel, Beauty and the Beast and Jack and the Beanstalk are all in the offing.
The rediscovery of fairy tales clearly draws much of its lifeblood from the recent vampirecraze. But the fairy tale is as much about nature as it is about the supernatural: woodlands as well as witches play a starring role. And its revival reflects, not just an on-going taste for the otherworldly, but a change in the way we symbolise nature itself.
Film adaptations such as Red Riding Hood draw out the darker and more disturbing facets of the fairy-tale genre, moving away from Disney childishness and schmaltz into a sexualised and sinister register. In doing so, they echo the darker ‘naturalness’ coming to the fore in the wider cultural context.
When the idea of naturalness first became big in branding and marketing, it was very much about being clean and pure – no evil toxins or hidden nasties. Here, nature is sweet and childlike: an escape from the moral and physical pollution of urban life. The brand name ‘Innocent Drinks’ says it all, as does the stream of naturalness advertising that uses childish fonts and a faux-naïf copy style.
But emerging naturalness brings out a darker and more powerful vision of nature – akin to the sinister woods of Catherine Hardwicke’s Red Riding Hood.
For instance, natural beauty products no longer have to be about pretty, attractive sensorials or pure, innocent symbolic framing. Extreme, challenging or even toxic ingredients are coming to the fore: snail gel, mushrooms, snake poison and bee sting venom all feature in recently-acclaimed products.
As with film’s current interest in the not-so-innocent fairytale, naturalness may well be returning to darker sources in northern European magic and shamanism. And this in turn reflects an environmental politics which asks people to rediscover their own natural environment: to stay at home, walk in their own woods, and look to their own local and seasonal traditions.
Of course, the escapist faux-exotica of brands like Herbal Essences is still around. But it now sits alongside an idea that the rotting mushroom or potent berry may be more effective and transformative still than the imported tropical fantasy or regressive Edenism.
It’s clear that the cultural view of naturalness has taken on a darker edge, no longer just pretty and pure, but powerful and morally ambiguous. Like the fairytale, it walks a tightrope between the toxic and the therapeutic, rather than offering simplistic ‘cleansing’ from urban dirt.