We’ve recently started noticing the horrifying sorts of brand and product names involved in the baby products market.
Let’s set products aimed at older children aside for a bit; Destructo-Megalon Pencil Holders and Magical Pony Wonder Companion Backpacks can wait for another post. I’m just thinking here of the products marketed for use with really young kids, where it’s the parents doing the shopping.
If you’ve had kids, just think back across the brand names that’ve sublimated into your subconscious, and scan your mental images of your shelves. The bathroom shelves are an especially good place to check.
If you haven’t had kids, and haven’t paid much attention to what baby products tend to be called, here’s a quick way to work it out: hold your teeth a centimeter apart, and see how many sounds you can make without moving your jaw or opening your lips more than an inch vertically or horizontally at any given time. Do that for ten seconds and you’ve probably generated several new brand names and violated the trademarks of a couple old ones.
Basically, there seems to be some unwritten rule in baby product marketing that they need to be composed mainly of “oo,” “ee” and “shh” sounds and their kindred, with precious few harder consonants rattling around towards the beginning of the words safely removed from the stream of gentle exhalation that follows. They’re the soft sounds we’ve come to associate, at least in consumer terms, with maternal comfort and shelter. The sort of sounds you can make without exposing too many scary teeth.
The thing is, I don’t think these product names are aimed at kids, because kids this young aren’t yet reliable targets for marketing and don’t yet participate in purchasing decisions. They can recognize and start preferring brands pretty early (around 8 months, I’ve read), but it takes a bit longer to play a meaningful role in spending money, and they’re hard to reach via media and advertising that early. Which means that however fiercely the brands will be competing with you for your child’s love later on, at the beginning they seem to be aimed at adults. Adults who, at least prior to having kids, responded primarily to brands with a respectable number of consonants, an interplay in phonemes across words in a phrase, or clever puns.
This came to mind because we were shopping for diapering products today, and looking down the lists of product names was basically like sliding around between a pair of infinitely large breasts while being serenaded by a cavalcade of cherubs whose repertoire consistent entirely of cooing. “Bumkins.” “Bummis.” “Tushies.” “Fuzzies.” “Noodle and Boo.” And so forth. I’m not making any of those names up, BTW. Sometimes the word is followed by a slightly more ordinary word like “wipe” or “wrap” or “liner,” but that doesn’t really change anything. If humans were born sexually mature, parents would be standing at the store shelf trying to decide between “Booshy Fuckables” and “Spumkin’s Extra Sensation.”
Either the marketing industry is under a colossal misconception that parents of preverbal children regress into some sort of preverbal state themselves and need to be cooed at from store shelves and catalogs, or there’s some sort of horrible moment coming where due to hormones or whatever else I’m supposed to be attracted to such sounds — or face ostracism by all the parents when I don’t. Unfortunately, the marketers have both the psychologists and the statisticians working for them and billions of dollars on the line, which suggests they’re probably right.
I heard somewhere that babies genuinely do respond somewhat more strongly to baby talk from their parents than to ordinary adult speech patterns. On the other hand, I’m having trouble imagining how you’d effectively get a control group on that study.
The diaper products are especially bad, I suppose because the parental consumers of these products are simultaneously swerving around in some sort of hormonally-induced subverbal fugue and at an only marginally more rational level dealing with the sort of fear brought on by the prospect of a two year-long geyser of unguided feces with your adorable bundle of love at the tip of it. So we’re well primed to swerve for the rounded letters and pursed-lip brand names on the shelves. Further, there aren’t really any alternatives — most of the time, there is no rational, mature-sounding brand option. And when there is, I’ll probably ignore it like all the other parents, because first priority is more likely to be my fuzzy notion of what will ensure my child’s contentment, closely followed by the desire to not have excrement leaking out all over everything. Penalizing the makers of dumb-sounding brands is, unfortunately, going to wind up further down the list, somewhere after washability, hypoallergenicity and non-toxicity.
Oh well. Maybe the pencil holders and backpacks phase will be easier.
- Devin









