Anchor ads are not supported on this page.

4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs

Vague words and catchphrases lure Millennials into buying

“Artisanal” loses its meaning the moment it appears on a mass-marketed package

Fish caught in hand-carved, traditional canoe.
Fish caught in hand-carved, traditional canoe.

Dear Hipster:

I enjoy reading your column. I thought of you recently whilst purchasing frozen precooked Baja shrimp at a strip-mall grocery store. The package boasted that the shrimp were “wild-caught by artisanal fishermen.” What exactly is an artisanal fisherman? The word “artisanal” certainly seems like hipster bait to me. As a member of Generation X, I fear that overexposed hipster code words are being used by marketers to lure Millennials into buying products; much like how the word “lite” charmed my generation when we were young and terrified of fats. Would a hipster actually purchase such an item, or is the hipster hook baited in vain?

Sponsored
Sponsored

— Kathleen

What does artisanal fishermen even mean in this case? Did they capture the shrimps with trained cormorants? Perhaps they constructed Algonquin fishweirs to entrap the wayward molluscs through artful deception. Maybe, like grizzly bears, they swat their prey from the air as the shrimp swim upstream to spawn.

I don’t know, but, yeah, you are totes right that vague words and catchphrases lure Millennials into buying, in the words of a Tijuana peddler who tried to sell me an El Chapo T-shirt, “some shit they don’t need.” But, since when was that any different? In the early 2000s, mayo companies killed it because people were terrified of carbs. More recently, the all-powerful, global rice cracker cartel capitalized on a collective fear of gluten. Thanks, Obama.

Cynical hipsters (who like to say punk died the moment punk became a thing) think that “artisanal” loses its meaning the moment it appears on a mass-marketed package. The more charitable ones think the demands of an emergent, more socially conscious market have pushed producers toward better business practices. Whether or not the Millennial/Hipster buys the shrimp might have more to do with how optimistic he is than how easily fooled by cunning marketeers.

The latest copy of the Reader

Please enjoy this clickable Reader flipbook. Linked text and ads are flash-highlighted in blue for your convenience. To enhance your viewing, please open full screen mode by clicking the icon on the far right of the black flipbook toolbar.

Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Dr. Colin Meurk seeks to save ancient New Zealand

Frogs that go back to the Jurassic era.
Next Article

Tesla drivers denounce Caltrans plans for road tax

"It's really unfair to the people who bought the EVs."
Fish caught in hand-carved, traditional canoe.
Fish caught in hand-carved, traditional canoe.

Dear Hipster:

I enjoy reading your column. I thought of you recently whilst purchasing frozen precooked Baja shrimp at a strip-mall grocery store. The package boasted that the shrimp were “wild-caught by artisanal fishermen.” What exactly is an artisanal fisherman? The word “artisanal” certainly seems like hipster bait to me. As a member of Generation X, I fear that overexposed hipster code words are being used by marketers to lure Millennials into buying products; much like how the word “lite” charmed my generation when we were young and terrified of fats. Would a hipster actually purchase such an item, or is the hipster hook baited in vain?

Sponsored
Sponsored

— Kathleen

What does artisanal fishermen even mean in this case? Did they capture the shrimps with trained cormorants? Perhaps they constructed Algonquin fishweirs to entrap the wayward molluscs through artful deception. Maybe, like grizzly bears, they swat their prey from the air as the shrimp swim upstream to spawn.

I don’t know, but, yeah, you are totes right that vague words and catchphrases lure Millennials into buying, in the words of a Tijuana peddler who tried to sell me an El Chapo T-shirt, “some shit they don’t need.” But, since when was that any different? In the early 2000s, mayo companies killed it because people were terrified of carbs. More recently, the all-powerful, global rice cracker cartel capitalized on a collective fear of gluten. Thanks, Obama.

Cynical hipsters (who like to say punk died the moment punk became a thing) think that “artisanal” loses its meaning the moment it appears on a mass-marketed package. The more charitable ones think the demands of an emergent, more socially conscious market have pushed producers toward better business practices. Whether or not the Millennial/Hipster buys the shrimp might have more to do with how optimistic he is than how easily fooled by cunning marketeers.

Comments
Sponsored

The latest copy of the Reader

Please enjoy this clickable Reader flipbook. Linked text and ads are flash-highlighted in blue for your convenience. To enhance your viewing, please open full screen mode by clicking the icon on the far right of the black flipbook toolbar.

Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Gonzo Report: A game of psilocybin roulette at Xavier Rudd’s show

Getting shifted before the show at Humphreys
Next Article

Tesla drivers denounce Caltrans plans for road tax

"It's really unfair to the people who bought the EVs."
Comments
Ask a Hipster — Advice you didn't know you needed Big Screen — Movie commentary Blurt — Music's inside track Booze News — San Diego spirits Classical Music — Immortal beauty Classifieds — Free and easy Cover Stories — Front-page features Drinks All Around — Bartenders' drink recipes Excerpts — Literary and spiritual excerpts Feast! — Food & drink reviews Feature Stories — Local news & stories Fishing Report — What’s getting hooked from ship and shore From the Archives — Spotlight on the past Golden Dreams — Talk of the town The Gonzo Report — Making the musical scene, or at least reporting from it Letters — Our inbox Movies@Home — Local movie buffs share favorites Movie Reviews — Our critics' picks and pans Musician Interviews — Up close with local artists Neighborhood News from Stringers — Hyperlocal news News Ticker — News & politics Obermeyer — San Diego politics illustrated Outdoors — Weekly changes in flora and fauna Overheard in San Diego — Eavesdropping illustrated Poetry — The old and the new Reader Travel — Travel section built by travelers Reading — The hunt for intellectuals Roam-O-Rama — SoCal's best hiking/biking trails San Diego Beer — Inside San Diego suds SD on the QT — Almost factual news Sheep and Goats — Places of worship Special Issues — The best of Street Style — San Diego streets have style Surf Diego — Real stories from those braving the waves Theater — On stage in San Diego this week Tin Fork — Silver spoon alternative Under the Radar — Matt Potter's undercover work Unforgettable — Long-ago San Diego Unreal Estate — San Diego's priciest pads Your Week — Daily event picks
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
Close

Anchor ads are not supported on this page.