You Are An Advertisement.

You read it right: the sentence doesn’t have a typo. I could have said we are ‘consumers’ or we are people who buy crap we don’t need to impress everyone around. But the truth is far more heinous: we’re advertisements.

Somewhere, a group of people, are getting paid outrageous amounts for having us — to put it mildly — as a walking billboard, promoting their brand for them. The game is twisted: advertisers make us believe that it is our privilege to use their product.

We’re lucky; our stars are fucking aligned, getting a chance to go out and be an advertisement so that they can earn more money.

tattoos, advertisements, that indian minimalist

Such brands. Much wow.

Here’s what being an advertisement sounds like:

I am typing this on my Mac, as I sip my Starbucks Coffee with my name wrongly spelt on the cup. iPhone organises my notes: I have to finish writing this post in an hour. It’s 4 PM right now, as per my Rolex. Afterwards, I will change into my Adidas running suit and Nike running shoes. I will take my FitBit and run while listening to inspirational music through my Beats. In between, I will stop and drink water from my overly expensive bottle that filters the water every time I take a sip. Also, I also have a unicorn in my basement, and it will tell me fairy tales as I fall asleep.

Okay, the last part is a bit exaggerated.

Again, am I saying there is something inherently wrong with buying or even buying these brands? No.

All I am trying to point out is how we’re being used to advertise, and how we partake in it every single day without noticing or flinching.

The message is loud and clear: we’re inadequate, worthless, and incomplete until we have certain specific stuff made and designed by individual brands. The promise of the entry into wonderland once you cut that fat cheque to multi-billionaire corporates.

We need to snap out. And it’s hard to do so.

Advertisements are everywhere: television, radio, roads, public transportation, footpaths, the internet, and even public bathrooms. And since a long time, they have it figured: humans are the best advertisements. So, with all their might and money, they are here to convert us.

bathroom stall, advertisements, that Indian minimalist

I can’t pee without someone trying to re-finance my mortgage.

What can you do to avoid being an advertisement for someone?

It all comes to down to not buying to impress. Why do you need to buy a branded product if a less-expensive (but still good quality) substitute can carry out the same function? Are you afraid that other people will judge you for not keeping up with the trends? Good news: they’ll judge you either way.

So, read this brilliant article by Wait But Why and step out of this shitty-advertiser cycle.

At this point, you might be wondering: You’re talking about the concepts. But is there anything I can do to apply them?

Don’t buy any brand for a month. Find cheaper alternatives. If you want to go into a hardcore mode, don’t purchase anything for a month. See how it makes you feel: are you anxious? How does not wearing recognisable brands make you feel? Do you feel vulnerable? Do you feel liberated?

Tweak around, experiment, and curate a lifestyle that suits you.

I don’t buy brands, and my clothes don’t carry a logo. Will I never purchase a brand? Again, I have nothing against buying: the idea is to make a conscious choice with the intention of plain utility and not showing off.

Next time, you think about purchasing something just because of a brand: imagine yourself running naked on the streets with nothing but different coloured logos stuck all over you.

Like the imagery in your head?
Thought so.

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“You Will Remain Incomplete Until..”

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“Advertising has us chasing cars and clothes. working jobs we hate, so we can buy shit we don’t need.” 
― Chuck Palahniuk

 

Look around.

No just look.

Look on the internet, on the Television screen, in books, in papers, outside on road.

Look in the mirror.

You know what is common in everything?

Advertisements.

Brands and logos and taglines and fancy typography and jazzy arts.

Look at those fancy audio ads and visual ads on TV or the big billboard outside your house or in the ad box in newspaper.

You know what are they saying?

You know what every advertisement is saying?

They are saying- “You will remain incomplete until..”

Now fill in the blank with the product name.

You’ll remain incomplete until you’ve this phone.

You’ll remain incomplete until you wear this brand.

You’ll remain incomplete until you use this thing.

You’ll remain unhappy until you use this cream.

They even go to the lengths of telling that you are incomplete until you don’t wear a specific brand of inner-wear.

That’s not what I believe. That’s what advertisers would like you to believe.

That you’re incomplete.

So what’s the solution to this?

Obviously, buying the product and feeling complete, feeling adequate.

That’s what we do, right?

We got out and buy the product. And feel ‘complete’ for a while. Then a new products come along and again we’re showed how we’re still incomplete. Then, we want that product. And this cycle never ends. Never.

We let the stuff define us. And advertisers love it.

Only problem- consumption is an unquenchable thirst. Really, we all have been through this. Haven’t we?

We always want more. We keep on creating desires for more stuff. We keep on feeling inferior or superior to other people on the basis of who owns what.

We keep on feeling ‘incomplete’.

These advertisers will always be there. And so will their tricks.

And they’ll always want you to believe that you’re incomplete, that you’re inadequate, that somehow owning their product will fulfil you.

But, can I tell you something?

You’re already complete.

You’re already adequate.

Realize that you’re already perfect.

You don’t need stuff to know your worth. You don’t need brand’s approval to know that you’re a good human.

Your stuff don’t define who you’re. You actions will, your kindness will, how you’re as a person that’ll but not your stuff.

Never your stuff.

Unless you allow your stuff to define you, they can’t and they won’t.

It is you.

It has always been you.

You- the person.

You- the human.

You- the individual.

Let yourself be defined by your actions, by your growth, by your kindness and compassion, by your will to learn.

And, when you do, you feel complete in real sense.

You’re not stuff. You’re not cars and brands. You’re not creams and sunscreens. You’re not mobiles and PSPs.

Stuff doesn’t make you happy. Not long term, for sure.

Never did, never will.

You make you happy.

Go now and be more.

Fly, fucking fly.

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