Like so many people I went through a decade or two of pursuing happiness by way of “retail therapy”, especially in my younger years after I first started earning some semi-decent money. It was and still is the American way, after all. You know, shop ’til you drop and all that. It seemed like there was always more to buy, more cool stuff that was just out of reach unless I overcame that little pang of guilt… and pulled out the plastic. The road to happiness was paved with interest charges and endless minimum payments, it seemed.
Considering the fact that I never actually enjoyed shopping I’m somewhat surprised I carried on with this foolishness for as long as I did. It’s probably safe to say that the siren song of advertising had something to do with it even though I, like everyone else, considered myself to be immune to its effects.
Make no mistake, advertising is a powerful influence. Companies certainly wouldn’t continue spending billions on it if it didn’t work to keep you consuming. Would you believe the average person is now bombarded with as many as 5,000 advertisements a day?
No way, you say!
Advertising has moved way beyond the 10- 15- or 30-second spots of television and radio time with which we’re all so familiar. Heck, they even sell ad space on jockeys’ pants now! (I am not making this up.) Of course, any of the newest “contemporary” movies will likely feature prominently placed products whose name and logos you will surely recognize. And we all know advertising has been all over the internet almost since the beginning. We put up with pop-ups so we can surf for free.
So advertising is everywhere. It’s insidious. We’re bombarded with it. And it’s getting worse.
According to Monday’s New York Times, online advertisers can now follow you around the internet, popping up with their product – usually one you recently considered on their site – even as you surf on over to other websites. I’ve noticed this ‘retargeting’ phenomenon myself. After I bought the new Subaru, I did some online shopping for narrow dog crates that would fit side-by-side in the back of the car. In the end, I decided not to buy but for several weeks afterward, I noticed ads for those same crates showing up on any number of non-related websites I happened to be visiting.
Likewise, I’ve had direct mail packets for a particular product or service show up in my mailbox within 3 to 5 days of visiting that company’s website.
Short of moving into a cave with no street address, there’s no escape. Our only defense is to recognize advertising for what it is, a relentless attempt to sell you stuff you probably don’t need in order to impress people you don’t know while parting with money you probably haven’t earned yet.
If you’d really like to simplify your life, but you’re having trouble cutting back on your spending, you might still be under the spell of the constant “buy, buy, buy” cacophony that’s become so intrusive. Here are some suggestions that might help:
1. Turn off the TV. I’m not going to suggest you get rid of it although a lot of simplifiers have done just that. Since the entire purpose of television is to sell you stuff, less TV = less advertising. About three years ago, I cut back to the most basic cable package offered for about $15 a month. And I don’t even watch most of those channels – but I do enjoy PBS from time to time. And of course, compared to commercial television, PBS is virtually ad-free except for sponsor listings at the beginning and end of shows.
2. Turn off the radio (unless you mostly listen to NPR which, like PBS, lists sponsors but has no commercials). A few years ago, one of the local radio stations decided to play Christmas music 24/7 starting on Black Friday (the day after Thanksgiving) and ending at midnight on December 25. For the first year it was kinda nice, being able to hear Christmas music anytime you wanted. After that, they started accepting more and more advertising…to the point where one morning, I turned it on and in a half-hour’s time I heard three, maybe four songs. This was a bit more extreme than standard radio, but not much. Just listen to your CDs!
3. Throw away all catalogs that land in your mailbox. If a true need pops into your head, you can always go visit your favorite retailer’s website. (Of course, if you just look but don’t buy, they’ll stalk you everywhere you go on the internet, as mentioned above unless you follow suggestion #4 below.) The problem with catalogs is that they’re beautifully photographed and with a good copywriter, the product descriptions can be very enticing as well. In a weak moment…well, you know what can happen. This suggestion also keeps catalog clutter from accumulating.
4. Download add-ons that will keep advertising from appearing while you surf. I browse using Mozilla Firefox, for which you can download a number of these ad-blockers such as AdBlock Plus, Ghostery, and TACO (Targeted Advertising Cookie Opt-Out). Similar add-ons may be available for other browsers – it might be worth the time to check them out.
5. Become an astute critic of the advertising message. When it’s not being intrusive and annoying, advertising can be clever, amusing and elegant. But there’s always that underlying appeal designed to get you to buy. It can be very enlightening to step back, watch the ad and dissect it. What tactic are they employing to get you to act? (Fear is a very common one, especially fear for your family’s health or well-being.) Is there a celebrity endorser pitching the product? (The idea being that if you use the product too, you’ll somehow acquire the same looks/gifts/charm of the celeb.) Is it an attempt to reinvent the image of the company (as with the BP “we’ll stay here until the job’s done” campaign)? Somehow, when I examine the ads closely enough to understand the method to their madness, it helps me to see through their shtick and take a pass.
The way I see it, advertising is only useful after I’ve made a decision to buy something. At that point I don’t mind researching the item; company websites can be very helpful as I contemplate the various options and price points available. Even those of us with the goal to live more sustainably will have occasion to buy products and services, so advertising can still sell. However, if it too often drives your wants instead of informing your needs, you would do well to avoid temptation as much as possible. Life is simpler that way.
Hey gang, have a great (Labor Day if you’re in the U.S. or Canada) weekend! I have a ‘sweet’ little post planned for Monday. See you then!
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