Sunday, October 3, 2010

Embrace Your Inner Geek! (Library Ad Campaign)

Geeky swag from the 2010 National Book Festival. These materials are part of a promotional campaign to increase the profile of public libraries. The ads use "geek" as a verb, reminding us of the important role that libraries can play in shaping our individual desires, hobbies, goals, and obsessions. For more, see the excellent "Geek The Library" website.

(For more from the 2010 National Book Festival, see here and here. For more on the related "I [HEART] WHATEVER" construction, see my postings here and here.)

P.S. It seems to me that the lower-case font in the library campaign invokes (intentionally or not) another cultural phenomenon: the TV show "Glee." It's common for a fan of the show to identify as a "gLeek," a portmanteau combining the words "glee" and "geek." In the promotional poster (above), the "L" finger sign -- which, as all high school students know, signifies "loser" -- becomes a badge of pride. (Incidentally, that hand formation is also the ASL sign for the letter "L.") Publicity material related to the show actively encourages fans to "gleeK out," embracing their obsession with the show.

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