In World War I and especially in World War II, the phrase “GI Joe” became a generic term for US soldiers. In the early 1960s, GI Joe also became a toy (“action figure”) sold by Hasbro, and was later licensed to Paramount for film production.
This article tells the story of Mitchell Paige, a real US Marine whose face became the model for that of the GI Joe action figure. It also tells us that in a new movie, Paramount plans to make a change in GI Joe’s identity…specifically, he will be turned into an acronym. “GI Joe” will now stand for “Global Integrated Joint Operating Entity,” a multinational force based in Brussels. The marketing geniuses at Paramount apparently believe it necessary to “eliminate Joe’s connection to the US military” for the film to succeed big time with international audiences.
Barack Obama and the Democrats have been quick to denounce as “unpatriotic” those American companies which modify their organization structures to take advantage of lower non-US tax rates. Do you think maybe they will denounce Paramount as unpatriotic for this genericization of an American symbol?
(Link via our friend Bill Brandt at The Lexicans)