Aquisition as Ethos

Our culture, in these United States, has become one in which commercials and jingles have their own special power over our thoughts and actions. Some people go so far as to watch the Super Bowl, "...for the commercials...". If I were to say, "Where Quality is Job One!", "Have it Your Way!" or "_____ Adds Life!" I might have to explain to a few what Corporation I was hawking, but most of us know it in our cells. Even logos reach into our subconscious and have literally changed us. The filing cabinets of our brain create relationships between these audio-visual messages and the territories that they use to get our attention. Sellers know that they have to sell you on more than just product, they sell experiences. Any product not promising more than it is worth won't stand a chance in competitive markets. Even knowing this intellectually can't save one from the onslaught. Hitting the primary emotional centers, images we see, hear and think about tell us that products being advertised will make us secure, healthy, rich, happy, vital well-adjusted and well-liked. Who wouldn't want that after all, it's just good sales. Being better than someone who doesn't have the product is just a spin off from the original theme. Even when the main competitor isn't mentioned directly, the implication is that those who make that choice are "square" or at least misguided. Even writing this passage is bringing on torrents of associations, we have been inculcated with. The most peculiar catch phrase that has stayed with me and will never be far from my awareness is "Hush Puppies aren't such a fancy shoe, or a phony shoe, they're just Dumb!" It was probably the shortest-lived ad campaign ever, but the images were great! It was from the time that the Japanese were kicking us with quality the first time, Probably, early seventies. Two Japanese guys in lab coats were inspecting the shoes with calipers and scientific instruments. After deliberation, they looked at one another, and the camera, in astonishment and declared, "We can make them better, but we can't make them dumber!" I still see the Hush Puppy logo and get a charge out of it. I even look at their shoes, even when I'm not shoe shopping, not caring whether or not they are my size, I just feel good looking at them. Multiply this effect by billions of people, thousands of advertisers, and in some cases, hundreds of purchases each day, and you begin to see a pattern being established. My intent in bringing this phenomenon up is to plea for it's opposite. Making decisions on the basis of value, (which I define as life-affirming) rather than the spurious intent of some executive in a far off corporate office, whose salary is determined by his ability to sell us thin promises. As you might expect, I see this as life-denying. Let's try a concrete example: Confronted with natural thirst, we need water to live. Do not succumb to the opinion that you should have sugar-laced brown liquid to make you anything. You are, endowed by your creator with a propensity to slake your thirst, that alone is a great gift. Sanctify that by giving your body the most pure water that you can find. One caveat, I do not want anyone to drink Distilled or Reverse Osmosis water exclusively. The first because mineral supplementation is required, and the energy footprint skyrockets and the second, because it is extremely wasteful, flushing many gallons of water away for the tiny fraction used. This one decision has greater effect on your ability to be healthy, secure, rich, etc. than any sugar water you can find! The choice of fresh and pure water will profoundly change a whole series of other choices that will come along. What we call into our lives has great resonating impacts that ripple out across the landscape. Again, staying with the drinking water example. Carrying a re-use-able vessel that sates our thirst over longer periods can have it's own, often unseen effects. The energy used creating a stainless steel container is equivalent to the energy in about 2000 plastic bottles! Associated with the steel or aluminum, are impacts like mining, refining, transport, etc. The plastic on the other hand has the specter of oil in it's past, can leach chemicals into our drink, and present special disposal problems. Even when recycled, there are transport costs and energy requirements that follow from our decision. When burned, plastics release toxic compounds. We can follow the fate of each and every item that we use if we take a bit of time to think about it. Pre-cycling is probably the surest way to make an impact on lives around the world in a positive way. This is making choices on the level of where they come from, what they do, and where they go in the end. My own water container will get recycled when it is no good any more, but I can't see how it could fail in my lifetime. I suppose that I could leave it sealed and full in freezing temperatures, but I guard against those things conspiring against it, and it should last indefinitely. I'm not encouraging everyone to go back to animal bladders, just to take the time to think about yourself as deserving of the recognition that you are good and whole already, without the packaging du jours, the "swoosh" of Nike, the Lightening Bolt of sports drinks, or the red of Coke, red,white and blue of Pepsi, or any of the tools of psychological bondage that are proffered up by corporations that try to make us buy anything! There is an annual Buy Nothing Day, I urge you to make that day today! It can have an incredibly liberating feeling to not buy anything for just one day. Instead, use the time you would waste shopping researching the best choices that you can make when you put your next dollars into the marketplace.