Day 012. Pretty Things

By Mana Williams

Colors have never been so vibrant, words have never been loaded with so much significance. We are in a decade of professionalism and corporate dominated marketing techniques. Marketplaces exist in places never before. From YouTube to Facebook posts. Marketing is all about satisfying consumer requirements. But we are all made consumers with this money never sleeps reality, where marketplaces are put on our cell phones charging up a meter away from where we sleep.

That’s okay for our older generation who are more content with reading a newspaper or sending out a Morse code. Their vintage culture is strong, spare a thought for our youngsters. What effects do these marketing ploys have on the minds of our younger more vulnerable generation? Things were bad enough when kids were comparing Yu Gi Oh cards in school fifteen years ago, but it’s got so bad that Paris has become the new candy shop for kids.

In a time where you could order a pair of Moccasins from a European Online store within thirty seconds, technology is getting more private and kids are evolving to hide beneath the blanket of incognito. What mediation does an older parent have over a tech savvy little person? But kids aren’t the only one’s to hide beneath the privacy of Google. Business advertisements live everywhere. Through their video games, on their cellphones, on their Facebook, in the news and it only takes a credit card to spend your hard earned money.

Now to talk about this idea of One Word Marketing. It is a tool used by businesses to add value to their brand. These terms are there to make us feel better about our purchases like a placebo is made to trick a person into thinking they’re better. If we had two pairs of shoes that were similar. One had the term “authentic” and the other shoes were plain. You would be more likely to pick the authentic shoes even if they cost $15 more. If we had two ice creams to choose from, both were vanilla flavored but one was “french” vanilla, we would be more inclined to buy the romantic sounding one, even if we knew there was no difference. Although we might tell ourselves that we are bigger than these cheap marketing strategies, we are not, because every week we might buy items from the supermarket with the “special” sign on the shelf or ‘super-saver.’

Our problems as consumers are that we need to feel better about ourselves as we know that many things are dysfunctional about the way we live. That nothing is ever perfect, glass is the half empty mentality. As a result, we need instant gratification from what we buy at a store. Out of our addiction, we have let our kids become spoiled by the desires of pretty things. One-line slogans and One Word Marketing.

Just a quick little rant this Thursday evening. Thanks for checking in.

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