When Mr. McGuire said to Benjamin (in "The Graduate") that one word -- "plastics" -- someone was listening

It may be the most memorable scene from American movies in the 1960s. A graduation party at his parents' home in Pasadena, California. Mr. McGuire (played by Walter Brooke) comes up to Benjamin (the young Dustin Hoffman) and the following exchange takes place:

Mr. McGuire: I want to say one word to you. Just one word.

Benjamin: Yes, sir.

Mr. McGuire: Are you listening?

Benjamin: Yes, I am.

Mr. McGuire: Plastics.

Over the last 40 years, this little bit of dialogue has become the humor-laced rallying cry of the Authenticity Warriors, who felt the Western World had taken a wrong turn somewhere in its quest for Superiority Through Technology.

To them, plastic wasn't OK.

But now, for the rest of the story...

Not too far from Pasadena, in Van Nuys, California, Dream Products, Inc., is making a nice little profit with plastics.  And their copy makes me grin from ear to ear. 

From a newspaper free-standing-insert advertisement (pictured above) -- just look at this luscious copy for the 24 Hour Health Shoe:

So Comfortable... You'll
Never Want to Take Them Off

These may well be the most comfortable shoes you'll ever slip your feet into. Not only are they totally constructed of imported plush polyester from heel to toe, they have a memory foam insole that conforms to the exact shape of your foot for the ultimate in comfort. If that's not enough, the top has a self-closure that adjusts for an even more custom fit. Also features a flexible TPR "rubber" sole for sure footing and durability indoors or out. So comfortable you might forget you're wearing them.  Hurry, order today and get FREE SHIPPING AND HANDLING.  Satisfaction Guaranteed or Return for Your Money Back.

So now, dear reader, I want to say one word to you.

Are you listening?

Copy.

David Garfinkel
Publisher, World Copywriting Newsletter

Comments

[Loren Woirhaye]

This writer blithely ignores the most obvious (to me) quality of the product - it is FUgly.

Thanks David. I never thought about how if you target a product very specifically to helping the buyer you may be able to ignore the product's weaknesses as if they did not even exist.

I'll have to think on this one.