Lancaster Farm Fresh Co-Op/Minor Threat

This advertisement was found in the March 2013 issue of Grid, a magazine aiming to move “toward a sustainable Philadelphia.”  This ad grabbed my attention, I admit, because I like punk, and it is directly using the artwork of hardcore punk forefathers Minor Threat’s “Out Of Step” 7” EP.  This ad is clearly directed towards a fringe audience for multiple reasons, first being that anyone who has seen the artwork for the Out Of Step 7” would instantly recognize it both from the images and the colors/font. Secondly, Lancaster Farm Fresh Co-Op doesn’t even go as far to explain what a CSA is (Community Supported Agriculture).

The use of the Minor Threat sheep was a good choice because it both grabs the attention of the reader, but also reminds them of farms, where their food is coming from. “A nonprofit organic farmers co-op” also brings to mind Minor Threats ideology to play punk for the sake of playing punk, not to make a profit. Also, the black sheep amongst a crowd of white sheep, assuring the reader that they too can assert their individuality by buying locally grown food.  Minor Threat’s rebellious attitude combined with the growing “trend” of buying local makes for a 1-2 punch to the young hip urbanite. The use of the Minor Threat artwork relates to what Berger referred to as “the original of a reproduction.” (Berger, pg. 21)

Berger, John. "Chapter 1." Ways of Seeing: Based on the BBC Television Series with John Berger. London: British Broadcasting, 1977. 21. Print