Is Modern Culture One Big Commercial for Consumerism?

Thought provoking article by Justin Lewis on Our Kingdom on the power of advertising when taken collectively.

Advertising has became our dominant creative industry – what Stuart Ewen calls ‘the prevailing vernacular of public address’. It sucks up our talent for art, design, creativity and storytelling. It has become such a routine part of everyday life that we rarely stop to think about its significance.

...the prevailing orthodoxy is to treat each advertisement on its individual merits. The larger question – the cumulative impact of this deluge of commercials - is rarely asked...

For all their diversity, advertisements share one basic value system. Advertisements may be individually innocent, collectively they are the propaganda wing of a consumerist ideology. The moral of the thousands of different stories they tell is that the only way to secure pleasure, popularity, security, happiness or fulfilment is through buying more; more consumption - regardless of how much we already have.

Soul-Less Use

I was taken with Leo Babauta's column on Zen Habits today.  It is exactly how I feel about the constant mantra of marketing in our culture and in our social media in particular.  Incidentally, I had to click through a message asking if I wanted to monetize my blog with ads before I could post this.

Converting visitors into buyers is a soul-less use of your creative energy. Reject it, out of hand....

Imagine owning a muffin shop. If the muffins are commonplace, you’ll have to advertise and do some “guerilla marketing” to get customers. But if your muffins make people roll their eyes in ecstasy, they will tell the world of your deliciousness, and the world will pound on your muffin-scented door.

Become quiet, find contentedness, become valuable. These trump marketing every time, and as you learn to listen to your inner music, you can now ignore the marketers hawking their oils of snakedness.

Ad Age Reports the Middle Class has Become Irrelevant

As Too Much reports:

“Mass affluence,” as a new white paper from Ad Age, the advertising industry’s top trade journal, has just declared, “is over.”

The Mad Men 1960s America — where average families dominated the consumer market — has totally disappeared, this Ad Age New Wave of Affluence study details. And Madison Avenue has moved on — to where the money sits.

And that money does not sit in average American pockets. The global economic recession, Ad Age relates, has thrown “a spotlight on the yawning divide between the richest Americans and everyone else.”

Taking inflation into account, Ad Age goes on to explain, the “incomes of most American workers have remained more or less static since the 1970s,” while “the income of the rich (and the very rich) has grown exponentially.”

The top 10 percent of American households, the trade journal adds, now account for nearly half of all consumer spending, and a disproportionate share of that spending comes from the top 10’s upper reaches.
“Simply put,” sums up Ad Age’s David Hirschman, “a small plutocracy of wealthy elites drives a larger and larger share of total consumer spending and has outsize purchasing influence — particularly in categories such as technology, financial services, travel, automotive, apparel, and personal care.”

As the very rich become even richer, they amass greater purchasing power, creating an increasingly concentrated market for luxury goods and services as well as consumer goods overall.

America as a whole, the new Ad Age study pauses to note, hasn’t quite caught up with the reality of this steep inequality. Americans still “like to believe in an egalitarian ideal of affluence” where “everyone has an equal shot” at “amassing a great fortune through dint of hard work and ingenuity.”

Handy Money-Saving Tip: Stop Bargain Hunting

"A bargain is something you can't use at a price you can't resist."-Franklin P. Jones*

In the past year or so magazines, newspapers and television programs have been full of features about how you can save money “in these difficult economic times.” (My retirement plan is to copyright the phrase “in these difficult economic times” and collect a royalty anytime a news announcer says it.)

Invariably these features tell you where to shop for the best prices. Rarely do they advise you not to shop. Not shopping, it turns out, is the only thing that is 100% guaranteed to save you money.

So if you want to really save money, here is my advice: stop bargain hunting. Don’t scour the coupon inserts, don’t “friend” your favorite brand to get a special discount feed, don’t rush to the store on double coupon day. All of these activities are simply giving you new ideas of things you could buy by exposing you to constant marketing messages and shiny new products. That’s what they’re designed to do.

You, of course, are too smart to be fooled and will only buy things you’d be buying anyway, right? Just like you never carry a balance on your credit card. Good for you!

But just on the off chance that you are not smarter than the rest of us, you’re probably better off keeping your hunter gatherer instincts in check by not exposing yourself to the hum of a constant shopping mantra. Let’s face it, the credit card companies would not be in business if we all did what we intended to do with their cards when we got them.

A number of studies have shown that we are prone to idealize the future. We are time, energy and money optimists. For some reason we all think we’ll be richer and less busy tomorrow than we are today.

We picture our work and the income from it as if nothing else will come up in our lives. We forget we’ll still have to fix the car, that there will be weddings and funerals and holidays (somehow those manage to surprise us every year, don’t they?) and your spouse or partner will still want attention. All that carefully budgeted time and money goes out the window when confronted with the shocking reality of every day life.

Since I wrote Broke is Beautiful, personal finance reporters have started to ask me for my money-saving tips. "How do you avoid impulse spending?" My flip answer is, “You max out your credit cards.” It’s a sure way to curb impulse spending. Although I say it with my tongue firmly in cheek, it is not entirely a joke.

When you have no access to funds, you simply cannot shop. After a while, you stop listening to commercial messages. They are for someone else-- those strange beings out there with money. It's a similar feeling to turning the radio dial and landing on a Spanish language radio station. “I can hear it, but it's not for me.”

The real trick is to get to this point before you max out your cards. Tell yourself “I don’t need new consumer goods right now, thank you very much. I have a thing right here in my house I can use.” (As all the news features about “decluttering” your home would suggest, most of us have more useable stuff than we know what to do with, yet we go shopping anyway.)

Stop categorizing yourself as a “consumer.” Imagine that there is a nation out there called Consumerica. The residents of this land are called “Consumers” and they communicate through commercials and branding messages. You don’t speak that language. Saving the entire price on an item is a bigger bargain than 50c off any day.



*Thank you to "Ultimate Cheapskate" Jeff Yeager for sharing this quote on Twitter (@JeffYeager)

We Discovered How To Make Fire! Act Now and Get a Free Bonus!

Great opening on a New York Times review of the book Age of Persuasion:

SUPPOSE aliens landed on Earth today. What would be their main impression of our culture? Terry O’Reilly and Mike Tennant argue that they’d be struck by the omnipresent influence of advertising and marketing...

“Had you stumbled upon this planet in any other era, you might have concluded that we lived in an age of stone or bronze...But today? You couldn’t help but conclude that we live in an age of persuasion, where people’s wants, wishes, whims, pleas, brands, offers, enticements, truths, petitions and propaganda swirl in a ceaseless, growing multimedia firestorm of sales messages.”

You can read the full review by following the link at the beginning.

An Ad Man on Finding Intangible Value

This is a highly entertaining talk from TED by ad man Rory Sutherland. He explores the idea that what we need is not to make more new stuff, but a new way to find the value in what already exists.