Friday, October 6

Developing an idea

I don't remember if I have ever discussed this particular belief on 'Spice of Life' before, but, for simplicity's sake, I consider myself an anti-consumerist. Eventually I'll work up the energy and time to describe the associated beliefs in earnest, but, for now, it may just be simpler for you to read Consuming Religion and No Logo, both of which have been huge inspirations to me.

Among the attached ideas is a distaste for those brand names which seek to transcend the material and sell you an identity, a personality brought forth by your (typically and most commonly) clothes though cars and many other products suffer from this as well. My problem with brand names has been longstanding but has undergone some development as of late. Their products neither can nor should create an identity for us. We should create our own.

It's a simple dispute but bothers me because it eliminates an agency on the part of the consumer. What if they buy a certain product not because of its particular image but because it's quality and within their product? Do the intentions of the consumer matter not?

About a week ago, I think I came up with a solution for this. It works by analogy. A woman may enjoy wearing a low cut shirt and mini-skirt and feel pretty doing so, but the unwavering stare of a creepy guy can do a lot to disrupt their mood. He looks at her like a piece of meat, and it matters as do the intentions of marketers and producers. The nature of a marketer's intention is nowhere near as personal as an uncalled for stare, but the same idea is there.

What about that? Any obvious counter-points or kudos for my brilliance?

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