As my spiritual awakening deepens, I find my perception of the world around me is shifting. I am actually seeing, feeling, and hearing things differently and reacting to external stimuli differently. I am becoming more sensitive to whatever comes to me via these five senses.
This state-of-affairs is a double-edged sword. I can appreciate and enjoy with more gusto whatever strikes me as beautiful, interesting, noble, and inspiring. I am “feeling into” the simple pleasures of ordinary life and the warmth of close personal relationships. In general, life is steaming forward in a more serene and graceful manner.
Then we have the other side of the sword. Whatever irritates me, irritates me more. One of these irritants is advertising.
The fact that advertisements lie is not news to anyone. Yet, as I experience more of what is real inside me, I can feel more deeply what is false or just plain stupid outside of me.
Advertising, like the human race, is multiplying at an alarming rate. I can’t pump gas anymore without TV ads talking to me. As we speak, ads are marching across the small television screen on the back of the airplane seat in front of me. Advertising is ubiquitous. (It means “everywhere”—a good word to learn if you haven’t already). Soon, I won’t be able to go to a public bathroom without ads talking to me.
And, as my awareness deepens, it becomes funny, even hilarious, and sad, to observe how advertising warps “what is” into “something else” in a calculated effort to plant a message in my subconscious that usually has little connection to what I want or truly need.
I am literally struck dumb by the brazenness and stupidity of most ads. In my humble opinion, the award for “Most Obnoxious and Irritating Ad of the Year” goes to Dos Equis beer for their “Most Interesting Man in the World” TV commercial. If you haven’t seen this ad, do yourself a favor and keep it that way. If you have seen it, then you know what I’m talking about. I’d also like to nominate this commercial to the award for “Most Demeaning Ad to Men and Women Ever Created.”
I’m not sure how we wound up on the subject of advertising, but while we’re at it, I’d like to leave you with a question: Would ads be more effective and less irritating if they told the truth and used birth control pills?
David Gittlin has written three feature length screenplays, produced two short films, and published three novels. Before quitting his day job, he spent more than thirty years as a marketing director building expertise in advertising, copy writing, corporate communications, collateral sales materials, website content/design and online marketing.