As members of Costco, we’re constantly receiving “junk mail,” our favorite of which are the seasonal coupon books. Amidst bargains on toothpaste and cereal, we’ll see things we really really reeeeally want at really really reeeeally good prices. It’s porn for our checkbook’s salivary glands. He’ll want a flat-screen TV; I’ll want the leather armchairs and matching loveseat. And thus begin the budgeting/whine wars.
“It’s $200 off!”
“Yeah, 200 off two grand.”
“I know but…”
“I know, but nothing. SOMEDAY.”
“Oh, someday… *sigh*”
But the latest mailing, received yesterday, threw us for a loop. It was bright green on the outside with idyllic photos of a blue sky and a totally fun-looking lunch gathering and read, in typically annoying typeface (probably chosen by a graphic design intern), “Introducing a NEW technology at Costco.”
He thought this NEW technology was some new gadget for sale. I thought maybe they were streamlining their torturous checkout counters. But no. We opened it to find that the NEW technology was this instead:
Brite, a fashion-friendly hearing aid, suitable not necessarily for people, but for “hearing loss from mild to severe.” (A scanned photo of a larger section of the mailing is below.) Looking like an upside-down comma in technicolor, this hearing aid is being marketed as the antithesis of the big, beige and boring aids of yore.
Is it just me, or does this seem like an especially ingenuous marketing angle that’d work much, much better in the plus-size bra manufacturing industry? Yeah. Out with big beige and boring, and in with sexy, fuschia or grape, and… let’s face it… delightfully irreverent. How do you like ‘em apples, eh?!
Because the dang things have long been considered pathological medical supplies marking their wearers as different and devoid of individuality — hearing aids, that is, although I suppose you could say the same for bras — it’s indeed a breath of fresh air to see this happening, and happening outside the realm of grade schoolers’ confetti-studded earmolds or UK activist Tomato Lichy’s infamous conspicuously spiked aid worn at Deaf Way II.
I have a hard time believing that the general public with its tendency to fetishize and pathologize deaf people (”You mean Marlee Matlin can dance?!”) no matter how many times we demonstrate our humanity (”Read my hips!”) will actually embrace this NEW technology. After all, I thought the whole idea behind in-the-ear aids was to hide this “disability.” (Thanks go to Mr. Sandman for the link to the little exhibit on aids.)
Bernafon International, Brite’s manufacturer, is well aware of this “stigma” (their word, not mine), and says quite optimistically:
In creating brite, our designers were inspired by the shape and tactile characteristics of soft organic forms, with the aim of producing a hearing system that compliments the individual. Since no hearing instrument is ever completely invisible, Bernafon created a device that features an iconic shape drawn from nature, resulting in a distinctive yet discreet design.
For the user, the result is a highly advanced hearing system that can be worn with flair and confidence, both in terms of cosmetics and performance.
How sweet. But I’m a bit confused. Maybe I’m just way too used to years upon years of the pathological framing of my hearing loss (look out - deficit thinking red flag!), but does this mean I’m supposed to have fun now? Am I actually allowed to enjoy being deaf? “Brite helps you enjoy the sounds of life!” Neat-o. There is hope!
Ah… I can’t figure it out. If these aids that resemble, as the guy over at Hearing Mojo writes, “pieces of fruit, small vegetables, and candy,” are supposed “to match my personal lifestyle,” they better do a heck of a lot more than help me listen to the piano. Like help me pick out a new bra. And one that matches my non-beige individuality to boot.
(Photo below. Click to see in its entirety.)
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Oddly enough, the NYT published an article today about a new hearing aid. This one is called the Lyric.
http://www.nytimes.com/2008/04.....ref=health
Cool. Thanks for the link… interesting how the pro of the Lyric is that it doesn’t even need anesthesia. *eyepop*
Very interesting. Doesn’t say anywhere on the website if it’s suitable for people who were born deaf. Probably not . . .
Okay i would like to see what that even looks like on. i can’t even fathom it. it just looks like it’d fall right off. organic? Hmm thanks, but no thanks.
I think the point is that you shouldn’t be enjoying life as a Deaf person and that you should immediately get yourself the Brite hearing aid. Otherwise, you miss so much on life!
Effective marketing tool, that.
Not.
I think I’m safe in assuming that it’s aimed at aging Baby Boomers who are now suffering from hearing loss rather than those who were born Deaf.
Grins… you mean because one group is more fashionable than the other, right?
Aww, Tomato Lichy! I miss that crazy and sweet guy! Yes, his hearing aid definitely stood out at Deaf Way II! As for this aid, it looks a bit too futuristic for me. I would love a hearing aid that works like Mr. and Mrs. Potato-Head…different fashion accessories available for when the mood strikes and to go with different outfits. ;)
The obvious solution is to ALSO purchase (at 20% off for a limited time only!) Brite’s spectacular new line of turtlenecks, baseball caps, and sunglasses! In the glare of all that reflective sunlight, you’ll now TRULY have the option of wearing a hearing aid that’s completely invisible!
Aw, you’re so sweet to credit (and plug) my semi-abandoned blog!
This is fascinating, however. Will all the colors they have be neon or pastel? Oddiologically Orange? Frequency Fuschia? Honeydew Hertz?
I think they’d be really smart if they hired Tomato to be their designer, though… ;-)
I find it very interesting that there are NO pictures of people wearing the Brite in either the advertisement or on their website. I want to see what it actually looks like on someone!
Well, yeah, that’s another thing that’s confusing to me. They use the word “discreet” more than once in their PR, and you’ve noticed their invisibility in the photos. So it’s nice you can’t see them.
Fine, whatever. But if that’s the case, then what’s up with the focus on style and neat-o colors and bucking “stigma?”
Those “hearing aids” shown look like bumblebees. Style is questionable, at best.
They look horrible. Does not embody at all the merging of form and function. To achieve the harmonious pairing of the two is not always easy, especially when combining the organic with the non-organic. However, Ralph Lauren was able to do this successfully. It would be very interesting to see what he can do with hearing aids.
Form and function. Why are some things ugly and some things aesthetically pleasing? Here’s how I disambiguate, in my mind, the difference between form and function.
A truck.
An SUV.
Whenever I see a good ol’ beat up truck, it sure looks like it’s been used! The function is apparent–that the truck was made for utility; hauling things, dumping things, etc.
How about an SUV with chrome bling wheels? Where’s the function in that? All I see is form but no function other than to boost the ego of the driver who apparently is cash strapped but opting for materialism, all for show.
And which of the two do I place more importance on? I say function. I have a Dodge Caravan that looks like complete crap, like a rotten tomato.. but hey at least it hauls the kids around and saves my back from lifting the kids. Who the hell cares what the van looks like? At least it’s paid for.
On the contrary, what if I had, say, a Hummer H2? First off, that’s completely form, no function for me. Gas guzzling, still have to pick up the kids and buckle them in.. repairs get expensive.. nothing but a humongous liability.. all for what? Show? Money flowing out of my pocket.
While I use cars as examples, this applies to many other things, like clothes! Sunglasses! Shoes! Oh god… bought a pair of shoes last year that I thought looked the coolest. Two weeks later my feet were hurting bad. Bad. Bad. I tossed them. It’s worth to pay a little more for shoes that are comfortable even though they don’t quite fit the idea of trendy shoes..
So, these hearing aids, while attempting to conform to form and function, in my opinion are a horrible failure. Jeezus. A montrosity. But on the other hand, what if these hearing aids help me hear better than I ever have in my life time? Would I swallow my pride and wear these ugly things in exchange to be able to hear everything? Who knows.. Sorry for the rant.
BF
I confess, I have a pair of emerald green digital hearing aids worn with silver confetti earmolds.
Wonder what that says about me… other than the fact that I’m Celtic and enjoy a fun party now and then?