Consumer spending drives 2/3 of our economy. The nation needs people to spend money,
even if they don't have it or have to borrow it. Advertising is designed to get us to spend that money on
products we don't need, and brands that cost more while providing the same
function as something less expensive.
At this moment, Americans are surrendering their privacy to Google and
Facebook and offering themselves up as lab rats in a battle to see who can use
your most private thoughts and desires as hooks to pitch various products and
services. Billions of dollars are
riding on who is more successful invading your space and attention to sell you
something.
I understand how crass it is and it always reminds me of Marx's comment
about how a capitalist would sell the rope to be used to hang him with. I'm not naive. Google and Facebook and network
television are not free. You pay a
huge price when you use them. You
are a part of the culture of the next hot thing or gizmo. Cynicism runs rampant as every psychological
trick is used to create desire and cause you to buy out of envy, peer pressure
and social rewards. I get it.
However, a recent Lexus commercial has riled and saddened me for what
its premise says about our culture and us and I pass along these thoughts. The ad has snippets of a couple
engaging in various activities.
They are sumptuously dressed entering a nightclub...sitting near a high
fashion show runway...attending a glittering party or driving through gorgeous
scenery. The buttery voiceover
kicks in, "...someday your life will flash before your eyes. (pause for effect) Make sure it's worth watching." (I wanted to add, "and abandon
hope all ye who watch this.")
The tag-line plays on the popular myth that just before you die your
whole life is going to flash before your eyes. We will get a chance to see a quick summary of what we have
done and how we have lived. This
last ephiphanous moment is where judgment is rendered on the quality, or lack
thereof, which is the compilation of our time on earth. According to Lexus, if this flash does
not include a luxurious car; glittering dressed and high-end entertainment;
rich food, friends and fun all supported by a lifestyle of conspicuous
consumption, it is neither worth viewing nor successfully lived.
Yes, it's only an ad and yes, it is one of thousands shown each
day. Yes, it is aimed at a population
that has the money to purchase the car and yes, I am not naive and understand
what goes into selling a product.
However, I would wager this ad did not ruffle as much as a single
feather for most of those who viewed or listened to it.
Perhaps my current surroundings and circumstances make me more sensitive
to all of this than I would have been otherwise. Is it possible my, or any life, could be worth watching
which doesn't include a Lexus, Mercedes, Audi or BMW...Stella McCartney, Dior,
Alexander McQueen or Vera Wang...Cabo, St. Bart's, Jackson Hole or the Big
Island...iPhone, iPad, or Macbook?
Am I taking this too seriously and overreacting? According to Lexus, how would we view
the flash of lives of people like Mother Theresa, Dorothy Day, Martin Luther
King Jr. or the people who volunteer at St. Anthony's or Sacred Heart Community
Services? What value judgment
would we put on the last view of a life like Susan Prather's?
On one hand, I know I'm blowing this out of proportion, but on the other
these ads wouldn't be run if their author, did not believe this pitch would
resonate with audiences they are targeting. They sat in a room spit-balling tag lines and hooks until
they hit on this one. This one
that says if you don't buy the expensive car and aren't living the luxurious
life, your life isn't worth watching or living. They believe this approach will sell cars to Americans who
have bought this intellectual baby-pool school of thought to values and living
in the past. Maybe, only after
everything of "value" is taken from you, do your eyes see and ears
hear for the first time in years...maybe that is what has happened to me.
I want to believe our culture, and we who occupy it, are better than
this. I acknowledge the seduction
of rich things, but hope and pray we are teaching our children how success and
happiness are not dependant on who dies with the most stuff. I have failed as a parent if my
children are not loving, compassionate and empathetic and see value in how we
actually live life, not the car we arrive in.
Perhaps, like George Bailey, I have been given a chance to see life
differently. My sins and failings
and punishment have me dreaming of a walk with my wife or hanging out with my
children and see that as living life large. Maybe this ad struck such a discordant note because I see
and hear now and was blind and deaf before. Whatever the answer, if these types of commercials and
pitches are like water off a duck's back to you, it might be time to pay attention
anew.
When was the last time you were really happy...filled with joy, awash in
feelings of satisfaction and peace?
If the answer is not quickly forthcoming, maybe together we can seek out
the real thing instead of the artificial trappings of success. It seems to me it would be worth it.