Me Oh My

The 1980s were known as the Me Decade thanks to Wall Street greed going mainstream.
According to this New York Times piece, the tens might become known as the My Decade, if Madison Avenue has anything to say about it.

My, my, my.
Madison Avenue has become obsessed with using the word “my” — along with “your” and “our” — in advertising slogans, as well as in the names of brands, products and even a new television network.
The trend is inspired by a desire by marketers to demonstrate that they understand changing consumer needs by, literally, putting the customer first.

Might this also say something about our need to join? To be special? To belong? It’s kind of twisted that we find community in brands, but we do.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Well, this is the oldest story / trap in the book. Trying to find a trend where there’s none. Isn’t advertising always about the consumer? Atleast, isn’t what it’s supposed to be?

  2. doc herron says:

    Advertising and Marketing are all about convincing the consumer that your glass of water is better than the next guy’s glass of water…even though both may truly be identical. This would include using surveys to identify the “trend” of consumers to favor the water in the blue glass over the water in the green glass.
    A lot of people create very good careers out of defining this subtle difference. Funny thing about it all is, in the end, it’s all still water.