Advertising: Don’t be a Target.
Wednesday, August 27th, 2008One thing I love about waiting tables is being able to interact with people. Even the interactions with the less-than-polite customers (“Give me a warm chocolate tart”—“Listen lady, I can’t give you anything. If you’re looking for free food, the soup kitchen is down the street”), it allows me to practice patience. Kant would be ashamed of some of these people–every once and awhile you can find customers who are interested in you as a person, not just a means to acquire some sustenance. A few weeks ago I had two business men come in for breakfast. It was fairly quiet that day, so we conversed about my time in Belgium. The older gentleman at the table asked me what I wanted to do after college, to which I replied “Something in the humanitarian field.” His response surprised me: “Really? You don’t seem like that type at all.” His companion agreed. They thought I seemed much more likely to be interesting in acting or modeling—“You are studying in New York, of all cities,” I was told. I didn’t know how to take what they said, and I’m still not sure. One of my co-workers today turned me on to Joan Kilbourne, who is one of the leading lecturers on women and the media. As I was skimming her impressive bio, this article came up “Jesus is a Brand of Jeans.” It’s interesting to see an academic explanation of behavior I’ve observed first hand—people as things, or even less than things. Ads that are glib and humorous are promoting more than the products, but a behavior as well. Selling variety of products for “those afraid of commitment,” advertisements are as Kilbourne put it: “Ad after ad portrays our real lives as dull and ordinary, commitment to human beings as something to be avoided. Because of the pervasiveness of this kind of message, we learn from childhood that it is far safer to make a commitment to a product than to a person, far easier to be loyal to a brand.”Advertising also poses a strong threat for young women. Linked on Joan’s website is a great little flash bit that illustrates how easy it is to alter photographs with Photoshop to “correct” so-called “imperfections.” Young boys and girls are being exposed to hyper-sexuality and violence through television considering the fact that the average American watches 4 hours of TV per day, meaning more and more exposure to commercial advertisements.Working in at a cosmetics company has certain stigmas, most people associate makeup with flaws—women need makeup to be beautiful. PeaceKeeper has a different (and admirable) philosophy about beauty. Wrinkles are to celebrated, experience is an asset. What’s your favorite wrinkle?Peace,Alice







