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Wyoming State Libraries have unveiled their new advertising campaign, the purpose of which, of course, is to drive more users into the library. Their stated purpose is to have people experience the "WOW!" factor through the library. I am not 100% certain what wow-factor is, but as we are facing down flu season, I'm hoping it's not contagious. Let's see what they say:
That "WOW!" factor is what we want people to take away from this campaign. We want them to realize: "There is something for me at the library, and I can grow, explore and wonder."
Well, I can get behind that. But what's caused some controversy is one of the images they are using in this campaign.
This is, of course, based on the iconic mudflap girl, who has appeared on mudflaps of trucks and other vehicles in the U.S. since the 1970s. When I see the mudflap girl, I think of all the trucks I have seen it on throughout my whole life. For some people, it is probably an endorsement of naked chicks (WOO!), and for other people it has probably become just a cool logo. For instance, when I see the ubiquitous Nike swoosh, I don't immediately think of sweatshops in China every time.
Using provoking advertising to get consumers to notice a product or service is nothing new. Since our lives are utterly gunged up with the inevitability of ads anyway, I applaud ads that are clever, thought-provoking, or funny. But I, and many others, are feeling conflicted about how the images Wyoming has chosen meshes with the message they wish to send:
Wyoming's libraries are reliable and exciting. They're filled with information and staffed with great people. They're open to everyone and easy to use. They offer many services beyond books, and are anchors in their communities. They add value to our lives.
I started to wonder what other people in blogland thought. Do the ads add value to the Wyoming Libraries' message, or do they alienate others? Is the use of a "sexy" or sexist image from popular culture worth the uptick in circulation? Are you going to flock to your library now as a result of this?
Laura Crossett, a Wyoming librarian, thinks that this ad campaign can be a springboard into other Wyoming issues, such as disparity of pay between men and women in the state. I think this is an excellent point. Why not channel that feeling of being all het up into positive social change?
David Lee King is unhappy with the use of the imagery as well, and cannot get past the association with mudflaps and truckers, and the sexist implication of the images.
More Than Fifty accentuates the positive by pointing out that Wyoming Libraries have put their money where their mouth is by sinking ad dollars into a memorable campaign in support of their investment in databases.
Finally, K.G. at Free-Range Librarian makes one of the most important points, among other good ones, that the only discernible uproar is among librarians, anyway. If sexism happens in the library world, do other non-librarians hear?
Alright, so I mangled that beyond recognition, but the point stands. Maybe this is just an echo-chamber issue confined to the library and blog world. I don't think it should be, but that's what the blog results are showing. What do you think? Are you from Wyoming? If so, how do you feel about this? How you feel if your state or country adopted this imagery for your library system? If you are outside of the library world, had you even heard of this kerfuffle before before today?
I suspect that this imagery is not going to keep committed library users away from the library. If my state, Washington, suddenly adopted this approach it would not keep me away from delicious, delicious free books. It may even draw new people in. But for certain patrons and members of the library community, it looks like it will leave a bad taste in their mouths.
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Your Pop Culture Librarian posted on this topic more vitriolically on her own blog, I, Asshole.
