Hi Dopers,
Just wanted to know where this came from. What’s the first example of this slogan construction?
(Insert Company Name). Because (something).
Examples: L’Oreal. Because you’re worth it.
Michelin. Because so much is riding on your tires.
Is this a popular construction? If so, why?
God. Because I said so.
or for non-religous people we have
Why? Because I’m bigger than you.
And, of course, the new classic “Why? Because fuck you, that’s why.”
As to the OP, I have no idea what the first instance of the form is, but it does seem to be popular and a logical construction, answering the implied question “why?” “L’Oreal. [why? or why choose L’Oreal?] Because you’re worth it.”
I kind of envision the marketing meeting where they come up with it:
Boss: okay team, let’s brainstorm our new branding!
Team: hmmmmmm…
Team: …
Boss: Come on! Think! Why should you buy this product?
Team: … um… because…
SusyTeamLead: Because you’re worth it?
Boss: I love it! Let’s go with that!
I always assumed that slogans like that were inspired by George Mallory’s reported answer when he was asked why he chose to climb Mount Everest: “Because it is there.”
Modern version:
“Stuff. Because reasons.”
ETA: See also English Has a New Preposition, Because Internet - The Atlantic. Because The Atlantic.
Because inane marketing.
Because… It’s been a long fight.
Because You’re Worth It The Story Behind the Legendary Phrase
[Quote=L’Oreal]
Written in 1973 when a social revolution and a new spirit of feminism was in full swing, it seems clear that the phrase could only have been written by a woman. Ilon Specht was a copywriter with McCann Erickson back in 1973. She was thought of as original, unconventional, creative and independent. Fortunately, she worked on the L’Oréal account! Specht was just 23 years old when she broke new ground with an ad that was strictly from a woman’s point of view. It famously ended with the signature phrase: Because I’m Worth It!
[/Quote]
But culturally, ad-industry-wise, “because” came from the same geniuses who for many years now have been starting every ad with “Introducing …”, as if the product was an elegant young socialite making her stellar debut into society instead of a disgusting gadget that is supposed to unclog your toilet.
“Introducing … the Veeblefetzer Clog-B-Gone Flush-o-Matic! Why? Because we care. About you. Deeply. Trust us, you’re all we ever think about. To us, you are the Über Gegenstandstheorie of Meinongian ontology rationalizing the very existence of the Clog-B-Gone. We invented it for you. Because we love you. Now buy it.”
“The Über Gegenstandstheorie of Meinongian ontology”? I don’t even know what that means, but I’d buy it.
{Voice of Charles Montgomery Burns}:
Excellent!
{Rubs hands together.}
Wow, they really changed the Mickey Mouse Club theme song!
It’s the Brittney Spears affect. Why, if you seek Amy.