Buy Nothing!

Today I'm using the blog to promote something which I think is worthwhile and important - Buy Nothing Day, which is this coming Saturday (29th November - Happy Birthday, Pixie!)

But before that, have a look at this video:
(Hope this works, I've never posted a video before)



Better yet, don't just watch it, steal it from me and spread it around. It's from a website called Bonfire of the Brands. Go check them out. I found it on The Idler, check that out too!

I'm not going to plug Buy Nothing Day for it's anti-capitalist, anti-work ethic. Nor am I looking at it from the environmental perspective. Other people have already done that far better than me. There's a list of them on the right under the heading Kick-Arse Politics.

What I'm proposing is that we use Buy Nothing Day as a way of proving to ourselves and the world of high-brand media marketing that we can and will take control of our own lives.

Advertising

I've nothing against advertising as a thing in itself. In order to get your message across you've got to tell people about it. There are even ads on this blog, and I wouldn't dream of suggesting that anyone abuse the system by clicking them on and then off again! But we are surrounded by it and saturated by it and we barely ever realise just how much we are being controlled.

I understand that it's fairly normal for marketing to be taught as a subject in American schools. I'm impressed, if it's true, and I would like to suggest that we all make a study of marketing and branding techniques. (In fact, I'm using one right now by emboldening the words, Buy Nothing Day every time they appear.)
Why? - So we can become good marketers? No! - So we can defend ourselves against them.

Here are some examples:

Catch 'em young: A recent study in Chicago showed that pre-school children believed things tasted better when they came wrapped in the McDonalds label. That's anything at all - carrots, milk, apples, anything. That's pre-schoolers, 3-5 year olds. That's the power of branding!

Repetition: the vast majority of advertising works on the simple process of repetition. If you tell someone something often enough, they will believe you!

Make it emotive: Nike don't sell shoes, they don't even sell sports shoes. They sell dreams! Watch a Nike ad someday (if you don't feel too dirty). They won't tell you how good their shoes are, how long they will last or the wonderful stuff of which they are made. They show you what you dream of being - a sporting hero. Buy Nike shoes and YOU will score that goal, live in that house, drive that car, shag that appalling mindless bimbo with the bleached hair and tits like halves of grapefruits.

Space creation: Supermarkets are full of psychological tricks and controls. The newest in my local one is a Christmas Santa-and-his-Elves floor painting. It's bright, cartoonish and kids want to play on it for hours. Funnily enough it's right down the aisle of Christmas chocolates.

Smells: Supermarkets do this as well. Bread is a real biggie. Who doesn't love the smell of newly-baked bread? And doesn't it set off your saliva glands and make you feel hungry. Oh to hell with it, let's get an extra loaf. In fact I feel really good now, let's splurge on something else!

AAARGH!

I could go on with this for an awful lot longer - there are psychological tricks around every corner in every shopping centre, every time you turn on the telly, listen to the radio or look at Yahoo/Google/MySpace/Blogger. Please feel free to seek them out. We could create a new hobby - fnord spotting.

The question I'm asking is this: When we go out into the civilised world to buy (say) apples, whose will are we doing? Are we buying them because we want to or because the marketer says we should? And if we do how do we know our choice of apples is our choice?

How much more does this question apply to a pair of Ugg boots, an iPod, or a Renault Laguna?


Buy Nothing!

Buy Nothing Day is a way of - at least temporarily - taking control of our lives and our rampant bloody consumerism. My dad honestly believes that we buy ten times more stuff than we did when he was 25 (about 40 years ago). He may be right.

I read a lovely saying the other day;
The only things which like permanent growth are corporations, goverments and tumours. Damn right!

Our consumerism went too far 50 years ago and it's still getting worse, primarily because we're being influenced by very clever, very evil people who want us to buy stuff. Buying stuff we don't want or need is good for the economy.

Fuck the economy.

Consumerism is directly responsible for all of the environmental disasters we're going through right now. It is destructive to the planet and, worse, destructive to the human soul.

Do your will. Not mine, not the government's, and certainly not McDonalds'!
Just make sure it really is yours, and I'll try to do the same.

Love,
Seán