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#a428 :: Undesirable keychain tag

April 20, 2009

042009At some point last month, my mother-in-law gave my daughter (age 7) a little keyring with a big fob that spelled out “Love” in lurid gold-chromed script.

It was schwag from some utterly-too-grownup movie, as evidenced by the little stamped-metal tag proclaiming the brand. Here’s what ensued the moment I laid eyes on it:

Me: (rummaging for the pliers) Here, let me fix that for you.

Daughter: Dad, can’t I keep that?

Uh, no. (*snap!*)

I could go on here about the bizarre cultural currency our infantilized nation has created around the fetishism of branded schwag, but I’m saving all my energy for, oh, about four or five years from now when she starts pushing back.

Filed under: Ephemera, Fetish, Jetsam, Part, symbol | Comments (0)

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