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Fight Club (鬥陣俱樂部-1999)
聆聽顧客的需要是行銷學的中心思想，我還記得大學時候，教授播了一段Tom Hanks 主演的電影 Big(飛進未來-1988)，故事裡12歲男孩在一次偶然機會下如願變成30歲男子，童心未泯的他被著名公司延攬為玩具產品開發研究員，天馬行空的創意玩具在市場上獲得極大迴響。如果說，這部電影是基本行銷學的縮影，那麼 Fight Club(鬥陣俱樂部-1999)便是社會行銷 (social marketing)的省思了。
滿街都是光鮮亮麗的人，卻看似毫無區別：身著 Armani剪裁合宜的西裝、腳踩Prada 皮鞋，手拿 Starbucks 咖啡，住在全購自IKEA傢俱的樣品屋內才有生活品味 .....什麼時候開始，我們對人生的定義已簡化至此？
Fight Club 指的是秘密地下暴力組織，片中的男人們藉由打鬥搏擊，承受肉體的痛楚以證明存在感。我覺得把 Fight club 視為自己和自己打架的擂台更為恰當，每個人心裡或多或少都藏有 Tyler Durden 靈魂，他瘋狂不受拘束，推翻社會秩序唯我獨尊，他認為只要把主宰世界運轉的金融體系摧毀，全數歸零後，人才可能獲得真正自由不再當金錢的奴隸。﹝我在心裡暗自拍手叫好，因為我也曾經幻想過一朝醒來地球毀滅，把該死的報告及學校全都炸掉﹞
隨著人格分裂的謎底揭曉，我覺得片子後段有點多餘，如果結局更俐落簡潔，把留白空間留給觀眾就好了。不過，瑕不掩瑜，我還是非常熱愛電影故事原創，譬如，白領中產 Jack 治療失眠的方法竟是跑去參加癌症病人互助會，藉由一則比一則悲慘的告白宣洩情緒，把現代人無已名狀的文明抑鬱 ("No great war to fight, no great depression")表達地淋漓盡致。而 Tyler Durden 更妙了，他把從整型醫院偷來的廢棄人體脂肪製成肥皂，再把肥皂高價賣給當初花錢抽脂的人，精練的創意狠狠嘲諷了消費者的盲目與矛盾。
我並沒有很「享受」看電影的過程，劇情太黑暗暴力、迷離墮落，不停挑戰固有的價值觀，每一拳都像打在自己臉上。電影演到一半看得似懂非懂時，Tyler 還會跳出來劇情框架嘲諷觀眾。但是，這是一部後作力及感染力極強的電影，自省才能得到救贖。
Tyler Durden:
Without pain, without sacrifice, we would have nothing.
You're not your job. You're not how much money you have in the bank. You're not the car you drive. You're not the contents of your wallet. You're not your fucking khakis. You're the all-singing, all-dancing crap of the world.
The things you own end up owning you.
Fuck off with your sofa units and strine green stripe patterns, I say never be complete, I say stop being perfect, I say let... lets evolve, let the chips fall where they may.
We're consumers. We are by-products of a lifestyle obsession. Murder, crime, poverty, these things don't concern me. What concerns me are celebrity magazines, television with 500 channels, some guy's name on my underwear. Rogaine, Viagra, Olestra.
Guys, what would you wish you'd done before you died?
If you don't claim your humanity you will become a statistic.
Man, I see in fight club the strongest and smartest men who've ever lived. I see all this potential, and I see squandering. God damn it, an entire generation pumping gas, waiting tables; slaves with white collars. Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need. We're the middle children of history, man. No purpose or place. We have no Great War. No Great Depression. Our Great War's a spiritual war... our Great Depression is our lives. We've all been raised on television to believe that one day we'd all be millionaires, and movie gods, and rock stars. But we won't. And we're slowly learning that fact. And we're very, very pissed off.
Jack (narrator):
This is your life and it's ending one minute at a time.
I flipped through catalogs and wondered: What kind of dining set defines me as a person?
When you have insomnia, you're never really asleep... and you're never really awake.
Everywhere I travel, tiny life. Single-serving sugar, single-serving cream, single pat of butter. The microwave Cordon Bleu hobby kit. Shampoo-conditioner combos, sample-packaged mouthwash, tiny bars of soap. The people I meet on each flight? They're single-serving friends.
I can't get married - I'm a thirty-year-old boy.
We're the middle children of history.... no purpose or place. We have no Great War, no Great Depression. Our great war is a spiritual war. Our great depression is our lives.
self-improvement is masturbation. Tyler says self-destruction might be the answer.
I found freedom. Losing all hope was freedom.
- 留言者: 啾
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- 日期: 2008-10-06 18:55:21
不過想必應該是一面倒的局面
- 留言者: 權
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- 日期: 2008-10-08 03:38:09
寫的真認真...
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