Literature at the Ritz-Carlton


At The Millions, Tracy O’Neill deconstructs the Ritz-Carlton’s new “Six Word Wows” ad campaign. The hotel chain calls for guests to describe their stay in six words or less, using the hashtag #RCMemories, and claims to be ““Paying Homage to a Classic Ernest Hemingway Line.” O’Neill frames her essay with Thomas Frank’s assertion that, since the mid-90s, corporations have targeted consumers by playing up their nonconformity, creating the “Culture Trust: a corporate America that deploys the sensibilities of counterculture for profit.” However, O’Neill goes a step further, wondering if the campaign works, perhaps, because it gives patrons “an authorial role” and allows them to describe what they see as their extraordinary vacations.

Alex Norcia is a writer living in Brooklyn. His work has appeared, or is forthcoming, in VICE, The Millions, McSweeney's Internet Tendency, Electric Literature, Word Riot, and the Los Angeles Review of Books, among others. He is an editor-at-large at The Offing. More from this author →