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This question was closed without grading. Reason: Other
Jun 16, 2014 08:51
9 yrs ago
1 viewer *
English term

IT'S A GOGGLE FOGGER!

English Marketing Aerospace / Aviation / Space advertising slogan
I have this phrase written on my shaving cream's tube.
I believe, it has to do with aviation, since it is advertised like a shaving cream for a 'smooth take- offs and landings'.
Is it some kind of things that make your goggles foggy or what?
Google says goggle fogger has to do with beer. Is there any connection?
Thanks!
Responses
4 +4 it stops you seeing clearly
4 it fogs/mists up your goggles
3 -1 applied as a solution and wiped off without rinsing
References
Background
Change log

Jun 17, 2014 19:57: writeaway changed "Field" from "Art/Literary" to "Bus/Financial"

Jun 17, 2014 19:57: writeaway changed "Field" from "Bus/Financial" to "Marketing"

Discussion

airmailrpl Jun 17, 2014:
nearly 95% of people confused the word goggle.. >nearly 95% of people confused the word goggle with google.
Which 95% was that ?? - certainly not on this discussion or in the suggestions either
kirobite (asker) Jun 17, 2014:
It has always surprised me How flexible can English be when it comes to all sorts of meanings and interpretation. I can hardly think of any such liberty in Russian. A phraze is a phraze and it means nearly what it reads or does not mean anything in Russian (at least NOW it seems to me so). I think with this one it is the case with English. And also nearly 95% of people confused the word goggle with google. Maybe, we have to try to ask Kiehls now...
airmailrpl Jun 17, 2014:
de-fogging >except the area I put the shaving cream on. No fog at all.
What you are doing is using the soap in the shaving cream to clean (remove) the film on the mirror. Try it with bar soap - also - it will work fine.

How to keep your bathroom mirror fog-free! - The Creek Line ...
www.creeklinehouse.com/.../how-to-keep-your-bathroom-...
04/12/2013 - How to keep your bathroom mirrors from fogging up, using just one little item that ... on this little tip for defogging bathroom mirrors and I thought how neat it ... Then I took a bar of soap and rubbed it onto a section of the mirror.
Charles Davis Jun 17, 2014:
@ Alison I'm speechless.
Alison MacG Jun 17, 2014:
@ Charles Funnily enough (and just to complicate things even further), there is some anecdotal evidence that this stuff actually works quite well as a de-fogger/anti-fogger!

Does anyone have an EFFECTIVE anti-fog solution? I have contacts, but I really don't like to wear them more than 4 or 5 hours. If I could wear my prescription sunglasses for a hike that would be much better / comfortable.
...
I just tried a little experiment.

I spread shaving cream in a circular area on my mirror, and then wiped it off. After starting the shower with the door closed for 15 minutes, I noticed the entire mirror was fogged up, except the area I put the shaving cream on. No fog at all.
...
Ok - so here is what I found.

Stick deoderant is NOT effective at all.

I tried Kiehls shaving cream (white eagle) and it works great. Two mornings in a row.
http://www.adkhighpeaks.com/forums/archive/index.php/t-13116...
Charles Davis Jun 17, 2014:
Shaving cream would no doubt obscure goggles, if applied to them; I don't think it would actually fog them, strictly speaking (depending, of course, on what you mean by "fog").

But I would have thought that an aviator with any sense would remove his goggles before shaving.

I think we have to accept that any combination of shaving cream and goggle-fogging is beyond the bounds of common experience, if taken literally.
airmailrpl Jun 17, 2014:
@Woodstock >@airmailrpl - The shaving cream does NOT fog up the goggles - that is a >misinterpretation and misleading to readers who don't know better

Nice of you to include that the above is IYVHO
- shaving cream definitely WOULD fog up the goggles - if applied to them

your interpretation of a "prospect of a thrilling/steamy encounter that causes the "goggle fogging" - is totally ludicrous -> IMVHO
Alison MacG Jun 16, 2014:
@ Chris I do agree that there are many possible layers of meaning here, especially when you look at the term almost in isolation as we did initially. However, in the context of the full product description and the way these products are advertised in general, I personally fail to see any suggestion at all of anything along the lines of the beer goggles idea (having said that, I am an advertiser's nightmare, constantly having to have adverts explained to me!).
Even if we accept the adventure/flying advertising concept, goggle fogger is still an odd term to use - my immediate reaction would be that a goggle fogger is something bad (perhaps because I am a fanatical swimmer?).
PS Here is another EXTREMELY tongue-in-cheek use of the term as an album title with explanation from the artist:
The word "gogglefogger" was used by the flying aces of the First World War. When engaged in dogfights, they often played loud music from the 8 track player in the cockpit of their biplanes (this was before mp3s!). When the music was really, really good, it would fog up their goggles and send them to their deaths.
http://www.cduniverse.com/productinfo.asp?pid=7130936&style=...
Chris Ellison Jun 16, 2014:
What they mean and what we see Alison, you may very well be right about what they wanted to say, but what the majority of us have interpreted is the way it sounds in 2014. I this was client I think we would have to point that out to them, although I'm not saying that they'd be at all unhappy with this double entendre. :o)

The beer goggles idea was only because the asker suggested where this might come from - nothing to do with the product in question! :o)
Alison MacG Jun 16, 2014:
In my view, this is all about the experience of using this shaving product rather than how attractive you will look afterwards.
Please see reference comment below for some background.
Woodstock (X) Jun 16, 2014:
I found the Ur-source, which has nothing to do with beer, but is one product from a line of men's products with aviation themes (for whatever reason) made by a German company: http://www.kiehls.de/maenner/rasur - Now maybe you can do something with it yourself - I need to get back to work! :-)
kirobite (asker) Jun 16, 2014:
Recognizible? By recognizible I meant it is catchy from some other source, like a film, a book character or anything else. Because the Google leads you to a picture of a beer with some kind of character wearing aviation goggles. Now I see it has nothing to do with aviation even. Thank you for the explanation, it was meant just to quench my thirst for the unknown, I am not working for Kiehl's.
Charles Davis Jun 16, 2014:
It's frankly silly, but that doesn't mean it doesn't work. The whole aviation theme, apparently based on a weak pun ("take off"), is itself very silly. The goggle fogging idea is very forced. But that's part of what makes it amusing. What the advertiser wants is to attract your attention and get you to remember it, and they've probably succeeded.
Woodstock (X) Jun 16, 2014:
@kirobite Recognizable to whom? What do you need it for? I don't think the phrase "goggle fogger" would make sense by itself (at least not in American English, can't say about British English). As already made clear, the whole text is based on imagery, and hard to translate, if not impossible, depending on the language you are working in. I don't think it's realistic to speculate without further information about the point of this exercise. At first I thought it was just to satisfy your own curiosity.
Charles Davis Jun 16, 2014:
Immediately recognisable? I'd say not really: witness the replies you've been getting from native speakers. You have to think about it. Maybe it's intended for people who've heard of the beer (which I hadn't).

I think you start by saying to yourself that it must mean the product is great in some way. The explanation mark suggests hyperbole. If you wear glasses, they supposedly steam up if you get excited, especially if you see somebody attractive, just as they do when you get hot; it's hyperbole and is meant to be amusing. Transferring it to goggles fits the aviation theme and also produces a slogan with a striking and amusing rich assonance: goggle fogger. It's catchy.
kirobite (asker) Jun 16, 2014:
@Woodstock Sorry, what is your interpretation of this again?
Woodstock (X) Jun 16, 2014:
@Chris E. That stuff had better be good for that price!
@airmailrpl - The shaving cream does NOT fog up the goggles - that is a misinterpretation and misleading to readers who don't know better. Please see my disagree in response to English nativespeaker Madleen below.
kirobite (asker) Jun 16, 2014:
Yes, thank you ! It has become clearer now. But the question is, is this phrase recognizible? IT'S A GOGGLE FOGGER! And you immediately understand it is abut to blurr the view of others and make you more attractive, or it is just that this slogan is individual?
Woodstock (X) Jun 16, 2014:
In this case "take-offs" and "landings" have nothing to do with aviation, but are metaphorically about what a smashing success you will be with the person/people you want to attract, either romantically or ... otherwise, as a result of your fabulously clean shave. The "goggles" image also exploits the aviation angle. This is quite a complex play on words and images in English - difficult for non-nativespeakers to get.
Chris Ellison Jun 16, 2014:
FYI you can read it here :o) http://www.ebay.com/itm/Kiehls-Blue-Eagle-Ultimate-Brushless...

Responses

+4
22 mins

it stops you seeing clearly

When you use tight-fitting goggles they often fog up, i.e. condensation builds up on the inside and you can't see clearly.

The reference to do with beer is about "beer goggles" the mythical and invisible "rose coloured spectacles" you put on when you have drunk too much alcohol which makes (and please excuse me here) even really ugly people seem extremely attractive. ;o)

Just imagine what you could wake up next to if even your beer goggles fogged up!! ;o)

HTH,

C.

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Note added at 24 mins (2014-06-16 09:15:52 GMT)
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We need a bit more info as to why this should be a good thing, unless it's so fantastic that your close shave is so exciting it gets the girls a little hot under the collar and their goggles fog up, meaning you suddenly become super attractive. :o)


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Note added at 28 mins (2014-06-16 09:20:06 GMT)
--------------------------------------------------

OK, now I've found the ad. All incredibly tongue in cheek. It definitely means you'll steam up people's goggles/glasses because you're so hot! ;o) Although in this case it is somewhat ambiguous as to whether those people will be be pretty girls or attractive young airmen... ;oP
Peer comment(s):
agree acetran
6 mins
Thx :o)
agree Charles Davis : As a selling point it had to be that: so wonderful and exciting that you (or others) get all steamed up.
32 mins
Oooeeer. It's a must-have! ;o)
agree airmailrpl : the shaving cream fogs up /mists up your goggles - a joke
1 hr
Thx :o)
agree Woodstock (X) : It took awhile to get to the right answer, but you did arrive at the correct destination! Congratulations... :-D
3 hrs
Something went wrong...
-1
30 mins

applied as a solution and wiped off without rinsing

applied as a solution and wiped off without rinsing??
Peer comment(s):
disagree Woodstock (X) : Sorry, it has nothing at all to do with a solution. The text is all a metaphorical marketing gimmick, not literal.//The shaving cream does NOT fog up your goggles, it may be the prospect of a thrilling/steamy encounter that causes the "goggle fogging".
1 hr
it has to do with the cream. the cream formula can be wiped off without rinsing...just a guess
neutral airmailrpl : the shaving cream fogs up /mists up your goggles - a joke
1 hr
Something went wrong...
18 mins

it fogs/mists up your goggles

so I assume the "it" refers to having a beard ornot being clean-shaven?

Shave it off and no more fogging/misting...

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Note added at 21 mins (2014-06-16 09:12:15 GMT)
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seems a bit strange though as advertising...

but then workmen or people strimming or using chainsaws etc also wear goggles so not just for old-style airmen

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Note added at 23 mins (2014-06-16 09:15:04 GMT)
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I'm assuming that this product is for DEMISTING/DEFOGGING?



--------------------------------------------------
Note added at 25 mins (2014-06-16 09:16:19 GMT)
--------------------------------------------------

I meant that... using the product and shaving means your goggles are demisted...

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Note added at 28 mins (2014-06-16 09:19:34 GMT)
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glasses (or spectacles) are sometimes jokingly referred to as "goggles" so if they mist up it's usually from being excited or hot...



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Note added at 38 mins (2014-06-16 09:29:40 GMT)
--------------------------------------------------

so, it is about close shaving...(Thanks Chris).. Be clean shaven and be more attractive


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Note added at 3 hrs (2014-06-16 12:04:04 GMT)
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@ Asker, No, I don't think the meaning here is at all clear as an ad slogan so therefore it's really not too good in my opinion. The punchline of an ad or slogan should be instantly recognisable.

--------------------------------------------------
Note added at 3 hrs (2014-06-16 12:26:33 GMT)
--------------------------------------------------

you may have noticed that none of us got the meaning without seeing the surrounding text.
Peer comment(s):
neutral airmailrpl : the shaving cream fogs up /mists up your goggles - a joke
1 hr
? Don't see the joke? shaving cream does NOT fog up... and no one has suggested that
Something went wrong...

Reference comments

4 hrs
Reference:

Background

The manufacturer is comparing the whole experience of using these products to that of flying a plane in the First World War, with “goggle-fogger” referring to flying goggles becoming steamed up due to heavy breathing during this wonderful, exciting, exhilarating, adrenaline-fuelled activity.

Look at all the aviation references in the text:

Kiehl's "Close Shavers" Squadron Ultimate Brushless Shave Cream
It's A "Goggle Fogger" Formula #31X
Blue Eagle (with Aloe for sensitive skin)
“Fly Into A New World of Shaving Pleasure”
UNSCENTED … for smoo-ooth Take-Offs, this is a superb, full-textured formula for all - even for sensitive or extra-oily skin. “Take Off” with a full-bodied, magnificent smooth on, and “Land” with a rich after-feel. You're airborne with this Ultimate Icy-Blue cream, one of three choices in our “Close ShaversTM” Squadron Formulations.

Other phrases used include:

Try it, you'll fly it -- Follow with a Kiehl's toner and moisturizer suitable for your skin type for a smooth 3-point Happy Landing!!! It's a Hair Raizer.
http://kiehlstimes.com.my/men/category/shave/ultimate-brushl...

Some background:

Not All Men Are Created Equal
Kiehl’s Facial Fuel Collection
Kiehl's founding-family member[s] Aaron Morse established a tradition of sharing his family's active lifestyle with Kiehl's customers. A former pilot, Mr. Morse gave his beloved shave cream a formulation name that alluded to flying. You can still find his specific and quirky references to flying on the product label, for example: "Fly into a new world of shaving pleasure!"
http://www.kiehlstimes.com.my/aug2012/tab_not_all_men_are_cr...
Note from asker:
Thank you! I think it's the most helpful explanation. And it looks like a phraze invented by the Kiehl's
Peer comments on this reference comment:
agree Woodstock (X) : Great job on the research. I didn't look for the English once I thought the product was originally German, but since it's for the edification of the Asker and not for a job...
2 mins
Thanks, Woodstock
agree Yvonne Gallagher : yes, in my opinion it doesn't work as as an ad slogan these days (even with all this surrounding text)
19 hrs
Something went wrong...
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