One question raised by the nature of the totalitarian behavior management discipline that is big business marketing is how its practitioners live with themselves. Here is some verbiage from a comment on today’s Advertising Age site that sheds light on that matter:
“Everyone keeps talking about the consumer. But since when are ads anti-consumer? Ads can be pro-consumer. They can be wonderful, creative stories with an arc and feelings and resonance.”
The author of this revealing comment is (you can’t make this stuff up) one Scott Portugal.
Despite his own breezy justifications, the marketing practitioner is indeed bothered by himself, to the point of paranoia, in fact. “Everybody” is attacking his work.
Next, notice the convenient definition of advertisements. Ads, Portugal tells himself, are what they can be, and what they can be is inherently valuable stories. You know, like Beowulf, The Grapes of Wrath, or your favorite podcast?
And, of course, the real question for everybody not living in a state of self-imposed idiocy is since when are ads pro-consumer (and what the fuck is a “consumer”)?
The level of delusion here is simply spectacular. And, thanks to corporate capitalism, it is the bedrock of the planetary culture. We’re in huge trouble here, folks…