Consume And Lose Your Identities
I saw something odd on my way to work this morning – there was a sticker of a supposedly supernatural movie by some supposedly supernatural-powered person called Ki Kusumo who promised, among other bizarre things mentioned on the sticker; ‘perawan seumur hidup‘ (Translated: Eternal virginity) , and underneath it said ‘saksikan di bioskop-bioskop kesayangan anda‘ (Translated: On Cinemas Now)
Hang on a second; Eternal virginity?
What, do people actually believe this crap? I mean, would people actually be that stupid to be conned to spend money to buy tickets to see a movie about some guy who promised eternal virginity and God knows what else (a perfectly long and super thick dick perhaps)?
Then today I was chatting to my friend about the amount of shoes she owned – apparently she had ten and according to her that was simply too many, thus mentioning how consumptive she was because out of those pairs of shoes that she owned only a couple that were actually being used to their whole purpose.
The topic got even more interesting as we agreed that Nine West and Zara were amongst the most expensive-but-best-quality shoes (even though I never owned a pair of Zara shoes and I’d mistaken Nine West to Wittner simply because in my mind they seemed vaguely the same).
Right there and then I couldn’t help but thinking about the massive billboards being put on display on those upper-class shopping centers like Plaza Indonesia or Pondok Indah Mall, or rather, the fancy advertisements on Cosmopolitan or Bazaar’s magazine, featuring the sultry looking models swathed in top-notch designer outfits looking all glamorous and fabulous, depicting the world of exclusivity and luxury. And people actually buy it – the whole thing, the idea, the item or whatever it is that is there to offer.
That got me to think more about this whole ‘consumerism’ idea. Regardless of what people wanted to consume, whether it was an over-exaggerated supernatural movie featuring a supernatural icon who could enlarge or seal up people’s genitals or a lux LV bag with the little trinkets and pad locks attached to it, there is really no difference between going to see a crappy movie simply because the advertisement appeals to us or buying a really expensive dress from Mango because we think it will make us appear like the models on the catalogue.
I’m not saying that all brands are bullying us into spending our money for something we don’t necessarily need, but chances are most of the brands out there rely on their advertisements pretty heavily. Take Nike, for example. In her book No Logo, Naomi Klein stated that they spent about 70% for promotion and the rest for the quality of their products.
Now, I like the Nike ads. I think whoever invented them were creative and never seem to run out of ideas – and nevertheless, makes people like me even want to slap on some Nike on me, whatever it was that seemed to be cool – a hooded fleecy top, a pairs of pink and silver outer-space looking shoes that cost $200 a pop.
I’m kind of entertained with the idea that advertising nowadays is all about selling ideas – it’s all about making you to be different, to be unique, to be cool, to be glam, to be sexy, to be, basically, someone who isn’t you. Take Benetton, for example. Sure, they’re all about being multicultural and colorful, but you can only be that way if you wear Benetton otherwise it wouldn’t be right. Or Starbucks – the place to be for hanging out, sipping coffee looking cool, do your work on your laptop and be connected via wi-fi technology – it’s simply the place to be.
You come out of Starbucks coffee holding a grande Mocca frappe and you feel proud you drink Starbucks, you consume Starbucks, and you’re one of those cool people who do nothing but hang out at cafes all day looking trendy. Never mind that you just shed forty thou for a cup of coffee made in
Maybe it’s because most people seem to buy the idea that the real you is not so special after all, unless you consume, consume, consume. And so I wonder what the world would be like in ten years time – full of people with lost identities, I guess.
3 comments
I drank Starbucks, I have a Zara top and Nine West shoes.. I’m lost now and definitely will still be in 10 years time. Hahahahaha…. I think mine is the exceptional case.. :p
Dont worry, I think i was a bit confused about the whole ‘consumerism’ idea and being ‘individual’ at the same time because really what constitutes as being individual is just slapping on different brands on our bodies to describe our personalities…
Mmm…I’ve drunk Starbucks, although I prefer Coffee Beans, I have Nine West shoes, but I’ve never bought Zara (simply because I’m jobless and cannot afford it and plus, they’re so expensive in Indo!!!).
I think I’m guilty of consummerism.