Buying to be beautiful, buying to fit in

Today's Topic: Product Consumption

I was watching some T.V. today (which next to reading Sunday Sitdowns is the most relaxing thing to do on a Sunday) and for the first time in awhile, I actually really started to analyze the advertisements on the big screen. I remember in my first year of University, I had this Mass Communications course where my professor used to harp on us saying, "Because you're in the media now, you have to analyze everything. Trust no one and question everything." To me, that meant analyzing head to toe every advertisement, every billboard, every magazine, every paper and every commercial; and finding new things to analyze again and again every time you looked at them. The goal of the advertisement is simple. Garner your attention for a few seconds, sell an idea, sell a product, make money, make more powerful advertisements, create an empire. That is really the black and white of every company. It's power. It's how Pepsi, Old Spice, L'óreal, Viagra, and yes, even Gillette razor blades made their mark on we the people. Taking hair off your body with razor blades...is it just me, or does something about that just sound wrong?

First off, I don't want to sound like a broken record talking about consumerism. So this is not what this post is entirely about. I will do my best to provide some insight and perhaps spark a discussion you haven't explored before. The idea behind this post is not to necessarily complain about the world we live in but to look at the pattern we follow and the path we take to a wished upon "better" lifestyle.

Okay, so we are all guilty of consuming. For example, I buy the beer that has the best commercials. If you can make me laugh in 30 seconds or make me say "Man, that is so true." Congratulations, you just made a sale. However, I find it interesting just what products are geared towards which audience.

For the females, its a constant barrage of makeup commercials on television. How to be more beautiful, how to decrease wrinkles, how to cover up your grey hair, how to have shiny hair and how to have longer eyelashes. Oh yes, a commercial tries to convince their audience that every single one of their prospective female buyers is ugly. I think that most women just don't pay attention at first. But watch the same commercial long enough, and tell me, do you actually start to believe it? And not even watch it, but end with a catch line that grabs your full attention like, "because you're worth it." So now its justified? Clever, clever, clever.

For the males, it's always the about the bod. The bow flex, the Viagra, the Gatorade, the Old Spice and the muscle enhancers. Make the ladies gawk at your six pack and go-all-night attitude. Drink the fluids to replace all that energy you spent. Smell great. Feel strong. Are men that in doubt of themselves? Do we really need to be reassured that we are still men and king of the domain? Are we really? Abs are sexy? Smelling like "ocean reef" is sexy? Says who?

Now only being 23, I have a very difficult time understanding just AT WHAT POINT in our existence did people start believing we need ALL OF THIS CRAP? And by crap I mean the pills, the makeup, the body wash INSTEAD of the soap bar, the salad instead of the fries, the longer eyelashes. It's a madhouse. I just envision all of these people in a carnival fun house yelling at the top of their lungs why you need these products and giving you a sales pitch. Does it matter if we are overweight? What if advertisements started saying "People, you are too thin, eat more. Don't exercise. Who cares what you smell like." Would we listen? Would we give in? And perhaps most interesting...would we believe them?

It sickens me that there is no escape unless I jump on a plane and travel to a dessert. Is that why nature is so peaceful, because animals don't judge you? It that why everyone loves the summer and the cottage? The water, the boats, the fish...they don't judge you? It has to be the answer.

I remember that same professor in first year university telling us that we didn't need soap and shampoo. At first everyone was like, "Mark, are you serious? Then everyone would have serious B.O. and that would not be cool! We need soap to smell good." To which he replied: "What if you grew up in a society that never bathed? What if when you turned on the TV or walked out your door, you didn't even know what soap was? What is EVERYONE just had a natural smell? Would you still think, that person has B.O.? Would you know the difference between what soap and body odour smelt like if you never even knew what soap was?" And he was totally right. That's genius. And then it's like, I can't stop buying it though, because I don't want to be that smelly guy. And no one does. Not ever. And that sucks that I can't be a smelly guy because I would save SO MUCH MONEY. And it would be one less thing to worry about. More money in my pocket. The same goes for makeup! Ladies, imagine if you didn't have to buy it or wear it to make yourself feel beautiful. Imagine growing up in a place that didn't have any of that.

That's why I think we, as a western society, have it completely backwards. We are drones to these people that tell us to buy the soap and the makeup and the hair dye and the razor blades (so ridiculously expensive!) and the ETC, ETC, ETC. I think as horrible as the living conditions are in third world countries, they still live in happiness without the consuming fear that we all have. We consume to feel comfortable. They consume to live.

I know this post or this blog isn't going to change the world. I know that. I just want to put into perspective the life that we lead and if WE as a species on this earth made the right decisions by telling people they needed all this crap to survive and feel good. Consuming is not a disease, it's a habit. An idea that we bought into. An idea to feel like we are the best. Honestly, how far ahead did we get? Are we just that in love with ourselves?

Many of these questions are rhetorical because I don't know if there is a right answer. But some of them are a matter of opinion. Do we consume the wrong things to feel good? I just wonder if this whole idea of buying into the product game is considered the right thing for all of us.

That's all for this week folks. Now if you'll excuse me, I have to go take shower. I don't want to smell tomorrow. Thank goodness for that new "dove for men."