Almost all marketing is designed to engender self-doubt and paranoia. There are various reasons for this but the main one is that companies can’t sell confident people shit that they neither need nor want so they have to create hungers and longings, effectively manufacturing voids in people’s lives which then ache to be filled. Are you pretty enough? Are you thin enough? Are you popular enough? Are you confident enough? (Of course you aren’t, they’ve damn well seen to that.)
In order to exist with but a facsimile of happiness in a world where even the dreams aren’t real anymore, where marketed commodities have replaced aspiration and ambition, it is suddenly necessary to have all the latest toys in order to be complete. Cosmetic surgery is now an essential (and considered normal!) because we’ve all been told that we must look like some fabricated, unattainable ideal. Diets, pills, foods, technology – every spare inch of space in our worlds is taken up by placards and messages telling us who we ought to be and what we ought to look like: wear this, watch this, eat this, read this – it never ends.
“If you haven’t got [insert shiny piece of crap that will apparently make your life whole] then you must be poor.” Or, of course, you might just be an individual who is capable of making their own decisions without having to be told what to have and what to want; but there’s no better technique of marketing than setting people up against each other, competing to be the biggest consumer. Thanks to the force-feeding of aspirations and desires, we have virtually re-created crime because nothing is an ambition any more, everything is a must-have demanding instant gratification. People ask themselves where the anti-social underclass has come from: we have created them.
It should be no surprise that mental illness and depression are running at all-time highs in western society – they are a product of the corporate capitalist pursuit in a world where there is no solid grounding because nothing is real; we are all squabbling and competing to get to the top of the steaming heap of crap when we should be moving together – but you can’t sell peace and harmony (though don’t doubt for one moment that they’ll try to sell you the illusion: we’ve all seen the ‘well-being’ aisle in the supermarkets). Understanding and contentment aren’t things you can buy, they are things that you find inside yourself when you come to terms with your identity and see that there is no price-tag on your soul.
There is no message here except think for yourselves – if you don’t have the freedom to carve your own dreams then you have no real freedom at all.