DURACELL - BATTERY
Product: MN 1500 - Double A
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Definition of a battery: - A component of any size that is used to produce electricity from a chemical reaction. The three required elements are: <1> an 'anode;' for the negative station: <2> a 'cathode;' which is the positive station: <3> an 'electrolyte;' this is the plate separating them both.

Known as the battery with the 'copper-top;' Duracell, has an amiable identity the Western civilisation certainly have taken to their bosoms. I'm one that does opt for the copper-head, even though usually I sway to other preferences while shopping for talent. Duracell batteries are hardly attractive house-hold goods, for a start like all batteries they tend to be tubular, around two inches long, with a silver squared-off tag, the only indication shown of what way round it should be. You can imagine the confusion when trying to operate it for the first time. As batteries go Duracell *are* blessed at having striking colours for their branding. All you require is a 'black stripe with a smaller copper stripe at the top,' and you've recognised the corporate branding. No words to complex the colour identity, most of us would know its brand without the text. This is a clever ploy, from marketers who understand object entities and the human psyche.

The 'AA' size is catered for the house-hold good arena. Such as; fire alarms, security, hand-held devices, smoke detectors, the infrequently used foot massager, and the couch potato favourite, the set-box remote. The 'children's toy market' that requires the tubular power is the main source of revenue, hence, the 'frequency of use.' Unlike a 'smoke alarm' which gets a random amount of usage, usually while being tested sporadically. The 'children toy market,' makes up a huge ratio of what Duracell deems as 'net profit.' Double 'A' MN1500, known as the pencil pack, sits behind the triple 'A' brand, commercially as well as usage. For easy handling I prefer the 'AA' because they're friendlier to adult hands due to their manageable width while being slotted into their specific components.

I do question the *actual* amount of power that is locked in the Duracell 'AA;' battery. Obviously, Duracell's means of technology is far more superior to the first ever invention in 1800 by Volta, and also to 'mercury based technology.' The 'Alkaline' battery power that Duracell have engineered and marketed as the ultimate power cell, is in my view blatant hype. With the powers of the solar cell and the USB power storages, the only way Duracell could provoke a longevity of more than five years is to re-develop other resourceful energies; for example, alternative energies. This is due to the fact 'Alkaline technologies' was first introduced by Samuel Rubin, during the early nineteen twenties. This was when the scientists imaginations were amass with 'astronomy' and walking 'metal mickeys' a fad of the roaring twenties, that inspired remarkable visions of what the future may hold. Samuel Ruben cultivated this pattern of thinking.

'Inhuman advances must be stopped, at all costs!'
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The battery in the media transformed progressive ideologies in 'domestic space exploration' and robotics. The 1927 film 'Metropolis' by Lawrence Bird, threw caution to the wind and he duly expanded his voyeur mind beyond conventional thinking. The associate inventor of Duracell Ruben, unlocked the vision of the 'battery future.' They're powers were seen as endless, as more exploration into the capsule would inevitably take the human progression into a plethora of environments. - As the analogy sped like a snowball down-hill, critics spurned the concept of humanoids, and saw the vision of the *battery* as an oppressive human lifestyle negative. Walter Benjamin and his followers wrote very negatively about the emerging battery technology and thwarted its development. "Inhuman advances must be stopped, at all costs!" - Instead 'Metropolis' did not enhance capsule technology, but instilled another avenue in film 'horror;' all thanks to the Ruben and Mallory, the inventors of Duracell.

Duracell was a research factory headed by Mallory; and during the post-war period, the true mark of commercialisation came with house-hold favourite the transmitter radio, by that time miniature devices had taken place and modified to particular market-places. Different capsules were sized up determining the device, and usage. Being a market leader in alternative energies, Duracell (the brand we know) had to be consumer friendly, so the long name of 'Mallory Alkaline Manganese Batteries' was scrapped; this all took place in a New York hotel room. This is how 'Duracell' was born in 1974. The re-branding came from a major brain-storm encasing the concept of battery plants in the early 1960's.

'Bringing to life banal objects'
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Duracell's famous rabbit 'toy,' derived by a tv campaign that was endorsed by Philip Mallory himself just before his death at 90 years of age. To this day the bunny has it's own identity, as the 'Duracell Bunny.' Originally, the view was that the voyeur may feel that Duracell may only apply to battery operated devices for children, but as the campaign was wholly directed to children and bought by adults, the Duracell brand only excelled its market. Other brands have tried to unlock the battery cell market also, but alas have not captured the imagination and the consumer psyche like how that 'Duracell Bunny' has done over the years.

From the early days of mass production of battery capsules, to miniaturisation, and now the tubular pencil cell that neatly slots into house-hold devices. Duracell's innovation concepts; have inspired American artist Jeff Koons (1955 - ) in re-producing the 'huge pink rabbit' as a work of art. Koon's artistic platform derived by Duracell's understanding of mass production, and bringing to life banal objects, via size, and changing their environments. Andy Warhol simulated 'factory manufactured works' of art in a similar fashion, emulating Duracell's on and on....TV campaigns.

'All is required, is a copper coloured cape to mop up BP's oil slick!'
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Whether you as a consumer are duped into the Duracell reliable history or it is that loveable bunny, it doesn't matter. Duracell has the power to keep some of there secrets away from their competitors. A Duracell product appears to last longer than any other brands, hence the adverts. But is it because, we as consumers from an early age, have bought into the product by clever TV ads? - I'm not sure if it is the power of the media, or the power of the 'Double A' Alkaline battery, which gives the impression it is in fact better than all their competitors. The odd matter is I've not tried any other brands of battery to check its durability performance. Unlike many stead-fast brands that seem to fall into controversial practices over time. Duracell appears to be 'super-human.' All it needs is a copper coloured cape for Duracell to save the world from device performance mediocrities.

*Recommended retailer* - Wilkinsons: They have a sale on with the 'Double A' - Duracell brand for 1.50 GBP - 4 per pack.

We salute you both:
Samuel Ruben (1900-1988) Philip Roger Mallory (1885-1975)