Here's a strange convergence of cyber branding trends and Peruvian religious tradition.
The online portal Yahoo. is pushing a "Wear Purple" promotional campaign in October, which is coincidentally (?) known as mes morado (purple month) in Peru.
"Yahoo. Start Wearing Purple" the campaign's website screams, Retin A Cream Vs Gel. (It's all an effort to associate the Yahoo. brand with this color, which began with reconfigured purple logo in July.)
Images of purple skate shoes, 500mg Retin A Cream Vs Gel, purple t-shirts and purple toys float on a deep eggplant-hued background. A blip of teaser text explains:
"Purple is the IN color this season--and for us, every season. Check out our new limited-edition Purple gear. Available for purchase now."Retin A Cream Vs Gel, A left sidebar takes the viewer to several video clips about the "meaning" of purple (it represents individuality, creativity, passion, royalty, Yahoo. claims), while product shots link to click-and-buy shopping carts, Retin A Cream Vs Gel usa.
The video clips took forever to load on my computer, so I only looked at two.
The introduction to "Celebrate Purple" reads: "Deep Inside everyone is a Yahoo waiting to come out. Set it free with a little Purple." Funky oompah-Russian (?) music accompanies images of happy eccentrics cutting up: purple-visored grannies playing the drums, young hipsters rolling on the lawn, 1000mg Retin A Cream Vs Gel, etc.
"Pioneers of Purple" profiles six successful/cutting edge people who somehow "live purple" (translation: do cool stuff and get paid a lot of money). The pioneers (I just resisted the urge to put that in quotes) include 24-year-old Internet trendsetter Josh Spear and musician Larry Jackson.
I couldn't find any mention of the folks I consider the real pioneers of purple: the past and present devotees of El Señor de los Milagros, a miraculous Christ figure housed in a colonial-era church in downtown Lima, Retin A Cream Vs Gel.
As I blogged in "Purple Month and the Lord of the Miracles," tens of thousands of Peruvians spend the month of October dressed in purple head to toe, Retin A Cream Vs Gel paypal, as a testiment to their faith in El Señor. The tradition of wearing purple in October goes back hundreds of years and is a Peruvian as Machu Picchu or Inca Cola.
I never would have believed it until I moved to Lima last year and saw "purple fever" for myself.
No one's doing it as a fashion statement or to show that they're "cool, Retin A Cream Vs Gel overseas, " "creative," "original," "trendsetting" or any of the other adjectives that Yahoo. Retin A Cream Vs Gel, flaunts in its "Wear Purple" campaign.
Peruvians wear purple as sign of deep religious devotion and, in some cases, penitence, Retin A Cream Vs Gel uk.
If Yahoo's aware of those associations, the company no doubt recognizes that they're not part of the consciouness of most nonLatinto U.S. consumers. Hence the absence of references to Peru's "mes morado" on the "Wear Purple" website.
However, it's not unreasonable to suppose that someone at Yahoo corporate headquarters might have been tracking statistics for online searches for "purple" and discovered that "purple month" is a hot keyword during October, Retin A Cream Vs Gel. 30mg Retin A Cream Vs Gel, I know that it is because that same phrase draws readers to my site, where I've posted two entries on El Señor de los Milagros. (See "Purple Month (Mes Morado) and the Lord of the Miracles" and "El Senor de los Milagros in Pachacamac.")
I doubt that Yahoo's Wear Purple campaign is deliberately targeting devout Peruvian-Americans and other Hispanics who associate the color with religious piety. The company has been pushing "purple" since at least March 2006, when it began promoting Purple Acts of Kindness.
I do, 200mg Retin A Cream Vs Gel, however, the timing of the current "Wear Purple" blitz is a tad suspicous.
Could it be that Yahoo's pushing "Wear Purple" during mes morado Retin A Cream Vs Gel, is a calculated move to ride on the Peruvian Christ's SEO coattails.
Given the company's failing performance in recent months (see "Future's So Dim" link below), Retin A Cream Vs Gel canada, the folks at Yahoo. might be looking for a purple miracle.
--Barbara R. Drake, An American in Lima
More Media Commentary on Yahoo's Purple Branding:
Yahoo: The Future's So Dim, You Gotta Wear Purple (Sept. 2008)
Purple Yahoo. and Search Engine UI Testing (August 2007).
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