The purpose of advertising is to stir our Emotional Guidance Systems.  (Even though, when I was brought up before the board in the following credit card stoning, I was told that the purpose of commercials is not to “suggest” purchasing products, the purpose of advertising is to inform the public on what’s available.  Right, and professional atheletes are paid enough either.) 

We can use advertising to see how we drive ourselves crazy in other ways.  Picture the person whose criticism you take most seriously as the Head of Marketing for General Mills.  Could be your special person, could be a parent. or a co-worker.  It is his job to get you to buy his agenda.  Could be trying to get you to load the dishwasher differently or eat more vegetables, but he’s head of marketing for his agenda and trying to do his job.

And wait, before you tense up….Remember every individual has the right to choose their motivations and actions.  Every individual does not have the right to hurt others with their agenda, but that’s why we have laws. Thus, waste no time telling yourself—Well, he shouldn’t be trying to sell me more Cheerios, because I don’t like oats in any form and, anyway, people shouldn’t try to push their preferences on me.

Also, guess what?  We are trying, with equal verve, to push our agenda.  This is how humans are built.  A series on How to Stay Out of Other People’s Business will come later. For now, we’re working on recognizing “boundary infringements” or attempts to sabotage our Thinking Guidance Systems.  We’ll start with the impersonal onslaught of commercials pushing on us.  Recognizing such blatant brain-washing efforts gives us a place to start.

Which brings me to the Hannibal Lector Credit Card incident.  My second lesson in what happens when a citizen objects to legalized emotional pressure and the reason I admit I may be a teensy bit sensitive about this emotions-grabbing ad business. (For the first, see previous Fat Lady Ripoff entry.)  My My second confrontation with the “Man” happened in high school and brought the same result I experienced trying to enlighten the carnival crowd.  Yes.  Sigh.  The Authorities.

When I objected to the false promises made by the Credit Card Blood Sucking Machine….What happened was a repeat of my being dragged from my post outside the Fat Lady’s tent (See previous).  I was called from class and escorted by a two-man team to appear before the school board and other important people, some of whom I’m pretty sure had syphilis (see previous information on how to detect syphilis).   

I was a budding senior in high school when “MasterCard” presented a MANDATORY assembly program designed to teach us how to use credit….Notice the assumption that we were looking for new ways to cripple our freedom.  The “informative” program opened with a speedboat loaded with teens, smiling and turning their Coke cans toward the camera.  The narrative said…really…that credit cards could be used to build the lifestyle we “deserved.”

Well.  I couldn’t let that malarkey pass.  The notion that to be a happy, true American we had to spend more than we could pay? …No, can’t let that idea infect the public.  Remember the question….What are the ideas that can determine you or destroy you?  This speedboat and big car notion was definitely a potentitial destroyer. 

Luckily, I happened to be editor of the school paper.  The editorial ripping “MasterCard” and the overspend message forced upon an innocent captive audience…pretty much flew from my fingers.  I hadn’t intended to cause problems for the teacher responsible for the paper or the principal. Thus, I felt bad that they had to hear the scolding from the Superintendent along with me, but there’s a price for freedom, right?  The price I paid was I had to have the principal sign off on all future editorials. 

That’s why we had to invent the “code.”  If you read every fourth word of the editorial, you got the real story.

And now, here we are in 2010 when “carrying debt” is treated with the same familiarity as a car payment.  The Commercial Man has won.  And, yet, those of us with a shadow of a Thinking Guidance System…we have to fight the good fight.  

Notice the ideas “planted” by commercials, are shot to the neediest part of our ever-trembley Emotional Guidance Systems.  Shot to that empty place in our needy hearts…that wonders if life really could be happier if I just sent off for the FREE CD on the weight loss secrets, if I just had a cool car, if I had perfect skin, if I could have sex twice a day with I’m sixty.

The most amusing techniques are when a company invents something to be anxious about…creates anxiety where there is no evidence, no facts showing that the problem the product promises to cure even exists.  

How many personal acquaintances do you know who have had their life ruined by identity theft…No, not people you’ve heard about on programs sponsored by credit score programs …People you actually know.  How many times have you personally been offended by “feminine odor?”  How many people do you know personally who have been sitting down to lunch with their cute daughter only to have a burglar burst in?  A burglar who’d prefer an inhabited house over an empty one?

And, beyond the promises of wealth to be gained by changing car insurance companies….Now, growing older has been identified as a PROBLEM which needs lots of products to “fix.”  Lots of expensive products.  Walgreen’s has an aisle now called “Anti-aging.” And sections for “Age Recovery” and “Age Prevention.”  This is big.  I was thinking if you got old at all, you were a winner.  And now this?

“I am not my age…..  I am not my credit score….”