@hingehead,
I am aware that use of this language among young people is far more pervasive than I would like, but, for now, it still is something that most often happens within their peer groups rather than in normal social social discourse, and, of course, we still (thankfully) have not reached a point where this level of swearing is acceptable in normal social discourse --- even by adults. I return to my point that if the swearing was not deemed inappropriate by the vast majority of society, it would not have been used in the commercial.
I hope it will be quite a long time before this video is seen as innocuous.
I didn't take much away from the video, and not simply because I object to the use of profanity by young girls. It's obviously repetitive, and to a fault. Once the shock registers it's difficult to absorb what the young girls are saying beyond swearing. If I'm correct there was only one sexual reference towards the end (something about their asses) which wasn't so much offensive as absurd. Unless one is a pedophile, listening to a very young girl complain about men focusing on her ass is almost comical.
So the main thrust of the controversy, it seems, is the swearing. It should be clear to anyone who reads my posts that I do not find the use of profanity to be verboten; and a serious breach of communication protocol, but they will also recognize that I don't use it gratuitously either. (I'm reminded of hearing someone respond to his friend's comment with "******* so what?) Profanity has it's place in communication and they are, after all, just words, but to a large degree it has represented the outer boundary of what is acceptable in civil society. Why profanity has been given that role is a topic for another discussion; suffice it to say that we all (still) know that when it is used in a great many situations, a line is being crossed.
That Line has always existed and always will (assuming we don't sink into the utter chaos of a totally broken society), and if it is extended to accept profanity in virtually all communication; by all age groups, those who feel the need to be iconoclastic and edgy, won't release a collective sigh and announce that they now feel properly unrestrained. Slippery Slope arguments generally are poorly received in this forum, but in this case, I believe one is appropriate.
When little girls regularly swear like troopers on TV and at the dinner tables, there will still be people who want to sell tee-shirts or convey important messages who feel they need to grab our attention by crossing the Line. How they will then do so can only be imagined, but we can be certain that they will try.
It is ironic, of course, that with constant and gratuitous use of profanity the usage is robbed of it's original intended effect. I remember, as a kid, when one of my friends told me that "****" was the worst curse word. Up until then, based on my parents' vocabulary, I believed "****" held than honor and was actually amused that a word that, to me, sounded funny and was totally abstract (even my more worldly friend didn't know what the word was intended to mean) could hold the greatest of language taboos. I actually found myself repeating it over and over and quite loudly, as my friend begged me to shut up. That evening, as kids will, I asked my parents if "****" was a bad word and what it meant. Their reaction was as you might expect and immediately the word became taboo for me too. Once I hit the age when kids play with taboos I began to use the word myself, and still do, but never around my kids, and only carefully in social situations. When I hear someone at a party or in a business meeting repeatedly using the word, I'm not offended, but I do think less of the person if only for being linquistically lazy, and insensitive to the sensitivity of those around them.
The point I'm trying to make is that there are artificial limits to social behavior that are there for good reason, and while they may be extended to include what was once taboo, they are not going to disappear altogether. We have structured these limits such that they are far more restraining when it comes to children as opposed to adults and I think that is also for good reason. I generally find efforts to extend the Line or cross it, by adults, to be obvious and usually boring, but admit that when it is done with children, I find it offensive and troubling.
If this commercial had consisted of three or four adult women yelling the same profane statements, it wouldn't have been considered edgy or drawn a lot of attention. Instead it involved the seeming, if not actual, corruption of children for which there is no rationale that I can accept, and that it was, ultimately, for commercial gain makes it that much more despicable.
I hope that it the taboos of language for children don't completely breakdown in my lifetime, and not because it's so horrible to hear a kid use "****," but because at that point there will still be cynical and or wrong headed bastards that feel they need to cross the Line in a big way and I can only imagine what will be next as respects the exploitation of children for commercial or ideological gain.
Whether or not the underlying message of this commercial is accurate or "important" is, to me, irrelevant. Exploiting children was not the only way to convey it or bring attention to it (It's not as if the world has been hitherto silent on these issues), and I think responding to it with "Well, it is an important message." indicates a degree of acceptance for the corruption of children that I find as objectionable as the commercial. What would a commercial have to do to obliterate it's message? Kill someone on screen? The truth is that nothing so drastic would be required for most of the folks who are willing to overlook the manner in which the message was conveyed by this ad. Anything racially insensitive or perceived as homophobic would do the trick.