Imagine living in a world where everything we see is a lie. Visualize not being able to trust anything we see or people that we meet. Better yet, try to envision a society where the practice of maintaining this lie is widely acceptable; not only acceptable but cultivated. The thought of a place as such existing, seems like a plot straight out of Hollywood. This is not a story line; this is American Reality. Some marketing agencies package products with false claims while others stretch the truth to entice consumers. Much like advertisers package their products, so do people package their character. Men and women package their character differently in correspondence to the occasion, for instance, a special first date, an important job interview or brunch with the new in-laws. Do we really know what one’s true character is if they are constantly shifting? In Thomas Hine’s “What’s in a Package?” (Signs of Life), he argues that “packages serve as symbols both of their contents and a way of life” (95). Hine points out that just as product makers package their goods for resale, so do people package a version of their “reality”. In “Masters of Desire: The Culture of American Advertising” (Signs of Life), Jack Solomon argues Americans purchase elite goods in hopes of “rising above the crowd” (410) to attain the American Dream. Americans package themselves because of their desire to earn a better income to purchase elite goods and soar to the top of the “social summit” (Solomon 410). In “Voting Democracy off the Island: Reality TV and the Republican Ethos” (Signs of Life), Francine Prose takes a closer look at reality TV by comparing reality to a “Darwinian battlefield on which only the fittest survive” (225) . Prose’s ideas are similar to Hine’s in that they both suggest we shape our personalities in order to compete and win; win that second date or the coveted job to earn a lofty income. In falsely representing character and desiring superiority, the American Dream of equality is nothing but a lie. By shaping one’s character to fit the moment, people are programming themselves to look first at outward appearances rather than an individual’s character. Americans should stop fostering character shaping, manipulating and constant desire for more because continuing to engage in these actions is teaching the children of America atrocious morals. In representing one’s character consistently, the nation would be a more trustworthy place and the promotion of these lies would cease.
Packaging in American culture is exceptionally manipulative. Hine states that packages have come to “serve as symbols both of their contents and a way of life” (Hine 95). Some products are new and exciting while others are classic and comforting. Prose shows on CBS’ Survivor Pearl Islands, how one contestant ”packaged” himself falsely as having lost his grandmother in hopes of “securing himself sympathy by misleading his fellow tribe members”(Prose 223). Playing on one’s emotions to gain sympathy in hopes of winning the game is a manipulative ploy; a wily ploy the contestant utilized to sell his character in hopes of winning the contest. Some company’s packaging has become a source of comfort and safety for consumers. Consumers have come to feel secure in taking a product off of the shelf and placing it into their shopping carts without a moment’s hesitation. Do advertisers assume that long time consumers no longer read their labels? A good example of a company engaging in “brand equity” (Hine 94), a positive image established through name recognition, is Breyers® Ice Cream. Since 1882, Breyers® Ice Cream has been selling half gallon packages of all natural ice cream to consumers. Breyers® has become synonymous for their commercial with a little boy easily reading their 4 all natural ingredients. Breyers® has since stopped selling half gallons of ice cream. They now sell 1.75 quarts of ice cream and have an added ingredient of tara gum in a carton. Breyers® still makes the claim that they use all natural ingredients on their carton that looks identical to their half gallon container. Much like the contestant from CBS’ Survivor Pearl Islands, some marketers such as Breyers®, play on different emotions such as “nostalgia” (Hines 96) to sell their product. Advertisers not only use “nostalgic” emotions but also feelings of guilt. Solomon points out that just as “dream and desire can be exploited in the quest for sales, so can nightmare and fear” (417). Advertisers play on the darkest emotions such as the fear of “social rejection” (417). What a social faux pas it would be to show up at a Soccer game with a stain on your khaki trousers after having spent a cherished afternoon at the park with your child. But after all, most people judge you by that first glance. Advertisers take a spot of dirt from what should be a blissful reminder of the afternoon and turn it into a tainted blemish that should be eradicated immediately so as not to be judged.
Manipulating consumers by playing on one’s emotions to sell a product has become a widely accepted practice. Hine suggests that by living in such a “packaged culture” (Hine 98) that we cannot be constant consumers. We must make money to continue consuming. Hine goes on to say this in turn “pressures people to package themselves in order to survive” (Hine 98). Hine furthermore argues it’s not a person’s fault for packaging themselves; it has become an innate survival tactic. In order to continue consuming, Americans must continue the character permutation to win the interview that will produce the desired prosperous income. Does obtaining the “American Dream” lend to a vicious cycle of character deceit? Prose expresses her belief that packaging oneself for personal gain is practiced in democracy as well. Prose goes on to state contestants on CBS’ Survivor Pearl Islands packaging themselves is a “travesty of democracy” (Prose 228) much like what our “political reality is actually becoming” (Prose 228). Prose implies the packaging of character goes up the democratic ladder into the political realm as well. When election time comes every November, citizens take a closer look at candidates. How do citizens really know which candidate, if any, is being legitimate? Since Americans packaging themselves to fit the occasion is commonplace in “society” (Prose 224), how does one know whether any of the political candidates are trustworthy?
The character validity of people encountered daily is questionable. Some people wouldn’t dream of leaving the house without their © 1999 - 2008 Coach Purse, Inc. or Oakley Sunglasses while others make a clear character statement by choosing not to wear a pair of sunglasses. Altering one’s “package” is not a bad thing so long as the “package” is not a misrepresentation of a person’s true self. Some people make their values clearly evident by how they package themselves while others show their character through actions. But do people really know what someone’s character is by simply glancing at a person’s garments and how does one know it is an accurate depiction? Hine acknowledges disapproval of this aggressive character shaping in stating there is “something terrifying in its implication that everything must be subject to the ruthless discipline” (Hine 99). Children of today are being morally corrupted. They are being taught to alter their character for the occasion. Prose agrees with Hine’s view in pointing out “after all, it’s the way the world works; it’s how people behave” (Prose 227). It’s just the way the world runs. In continually passing down these misleading ethics and moral character misrepresentations, the children of today are being taught that who they are as individuals does not matter. To win the “Darwinian” (Prose 223) battle and to obtain the American Dream, one must lie about who they are because they couldn’t possibly win with their authentic selves. Solomon points out that just as the American Dream encourages the desire to arrive; it “also fosters a desire to be popular, to ‘belong’ “(Solomon 412). Not only are we teaching our children to get anywhere financially in life that they must alter their character, but they must also engage in this absurd activity if they want to “belong”.
America’s children are being taught by this “accepted wisdom” that if they want happiness and a sense of belonging they must lie. An example of advertisers playing on children’s emotional desires to sell their product is the McDonald’s Restaurant chain. In the commercial, Ronald McDonald is dancing and singing merrily in a fantasyland filled with an array of energized children. The feeling emitted from the advertisement is one of bliss with the bubbly melody, jovial dancing, a festive rainbow of balloons and endless smiles. The background music singers fade as Ronald McDonald enthusiastically says “good times, great taste, your place, at McDonald’s”. The children unite with Ronald in song and merriment. Solomon points out that advertisers such as McDonald’s play on children’s emotional desires by offering them an escape from their reality to “fantasyland, a dream world promising instant gratification”(415). The commercial is implying that if a child’s home life is unsatisfying they should go to McDonald’s, a place where you can eat your way to happiness. McDonald’s is teaching children that they can have their parents buy them a cheeseburger happy meal and bite into paradise. Better yet, supersize it and make it euphoria. Hine confirms that the emotional tactics advertisers use “show a personality, an attitude toward life” (94). The attitude of eating your way to happiness lends way to obesity and emotional instability in children. The McDonald’s commercial is teaching children if all else fails, they can rid themselves of emotional problems by eating their way to happiness, an absolutely deplorable manipulation of emotions.
Manipulating of consumers emotions has sadly become commonplace in America. Reality Shows have become the new fad in television. The long term social and emotional effects of reality TV may not be fully known for years. Prose does think that in engaging in viewing “a nightly Darwinian free-for-all cannot help but have a desensitizing effect” (Prose 227) on viewers. Broadcasting nationally how people shift their character to win a game does “subtly, or not so subtly, affect the views and values of the audiences” (Prose 227). Naturally a child will be exposed to different values and views. Taking children to McDonald’s for a happy meal and fun can be a wonderful family event so long as it is not a substitution for emotions. Hine acknowledges that a “walk down the aisle is an exercise in self-definition” (Hine 91). Having these tempting elements surrounding us daily is common, but choosing which items to purchase is a personal choice. Just because McDonald’s offers a supersize fry for thirty cents more does not mean it needs to be purchased. Going along with the supersize fad because it is socially acceptable does not make it right. Solomon expresses his belief that “America is a nation of fantasizers” and also that “advertisers may give shape to consumer fantasies, but they need raw material to work with” (413). The media is not to fully blame. Values and core beliefs of children need to be taught at home. The morals need to be shaped and fostered and not hindered through society.
Teaching children to lie to succeed financially and to fit in socially is an atrocity. By continuously shifting one’s character to fit in we are teaching children that they are not good enough in being themselves. Individualism and freedom are what America was founded on, as well as having the luxury of personal choice as consumers. Americans do have the right to package themselves however they desire in hopes of attaining the American Dream. However, judging a person on first glance is teaching the children of today that character does not matter. The values of an individual are sometimes not readily seen by what a person wears. An individual should not judge or be judged by whether they are wearing holey jeans or a tailored suit; this is superficial and ignorant. As children grow older, advertisers already know that they have been conditioned to respond to an item with an emotional response. When they are children, the emotional response is for a McDonald’s happy meal or bowl of ice cream. As they mature with age their skills for coping emotionally are still at an adolescent standstill. The children grow up and use the skills taught as a youth to become a social chameleon. If Americans choose to be their authentic selves in every circumstance the nation’s character lie would come to an end. By people engaging in being their genuine selves, the breeding of social chameleons and character lies would stop. In a world full of turmoil, children of today have a hard enough time growing up. American adults need to rethink that trip to McDonald’s to pacify a crying child with that “instant gratification” (Solomon 415). Filling a child’s stomach momentarily with a cheeseburger might seem like an easy solution, but all that might have been needed was a medium talk with a side of hugs.
WORKS CITED
Hine, Thomas. “What’s in a Package?” Signs of Life in the USA. Boston: Bedford St. Martin’s, 2006
Solomon, Jack. “Masters of Desire: The Culture of American Advertising”. Signs of Life in the USA. Boston: Bedford St. Martin’s, 2006
Prose, Francine. “Voting Democracy off the Island: Reality TV and the Republican Ethos”, Signs of Life in the USA. Boston: Bedford St. Martin’s, 2006
No comments:
Post a Comment