OKCupid is DTF (in a fashion of talking)

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Technically Incorrect presents a barely twisted tackle the tech that is taken over our lives.


A shifting come-on?


OKCupid

Let’s discuss abbreviations. 

Who does not know what DTF stands for? 

Must you be not sure, we have to discuss. Or, maybe, you’ll want to enterprise into the world of on-line courting. 

OKCupid, a website that appears to have been round because the web was invented, has determined to undertake the notorious abbreviation for its first-ever advert marketing campaign.

The advertisements do, nevertheless, thoughts their p’s and q’s. And, certainly, their f’s. As a result of all of them make sure that the “f” does not stand for the single-syllable, guttural expletive that the majority would assume.

As a substitute, they whimsically wonder if you are Down To Foot The Invoice. Or nicely, Down To Hearth Up The Kiln. Which feels like a monstrously romantic first date.

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Effectively, no matter turns you on, I suppose.


OKCupid

And the way about this for sheer sizzling heaven.

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Down To Feed Every Different Greens?


OKCupid

There’s even one which may delight these in Colorado, Washington, California and, nicely, most of America, actually.

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Do not let your relationship go to pot. (My apologies.)


OKCupid

Naturally, given these instances during which opinions are much more excessive than attitudes towards love in Silicon Valley, one or two advertisements tiptoe alongside socio-political traces. 

“DT Battle About The President,” for instance. And “DT Filter Out The Far-Proper.” (OKCupid has a demonstrated historical past of an apparent political slant. In August, the courting website booted a person who was discovered to be a neo-Nazi after he organized a lethal white supremacist rally in Charlottesville, Virginia.

The marketing campaign, although, is elegantly put collectively. Which you’d count on, given that it is the work of famend artist Mauricio Cattelan and his collaborator Pierpaolo Ferrari. 

OKCupid did not instantly reply to a request for remark as to the technique of the marketing campaign.

Nonetheless, the tagline “Courting Deserves Higher” suggests a sure acknowledgement the net courting expertise has sunk to the extent of quick meals.

Ian Hart, the advert company copywriter behind the marketing campaign, defined it like this to Adweek: “After we say courting deserves higher, what we’re actually saying is individuals who date deserve higher. As a result of I imply, they actually do. Trendy courting treats feelings like a disposable commodity. Anybody who’s been single is aware of this. It is an aspiration to treating individuals like individuals.”

As a result of I imply, what an aspiration. Subsequent, we’ll be hoping for civility and honesty in public life.

Certainly, not too long ago OKCupid has tried to create an environment of honesty by asking all its clients to make use of their actual names. This obtained a convincing Do not Attempt Foisting That Bilge Upon Us from the world’s loveseekers. The plan was ditched. 

Personally, I’ve rather a lot to thank OKCupid for, however not in the way in which you may suppose. My life modified reasonably drastically when an OKCupid date did not flip up. (Maybe I will inform the story on Valentine’s Day.)

I ponder, although, whether or not these advertisements — lovely although they’re — can presumably alter the commodification of relationships.

Know-how has been extremely profitable in making so many priceless issues disposable — music, for instance.

The epitaph to like may finally learn: Died Attempting Fruitlessly.  

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