The other day, I was sitting in the office and noticed the coffee sleeve on my co-worker’s latte. It doubled as an advertisement for Altoids, something I’m sure coffee drinkers wish to have on hand before an important meeting. It was clever, and I admit that I wish I’d thought of the idea first. Although my career-climbing scheme is not the point of this elucidation—rather, I was initially struck with the realization that we are completely inundated with advertisements.

I challenge you to live an advertisement free life today. If you are on the internet, reading this, which you are, then I’m sure you have already failed. Even with your pop up blocker. Step outside and a billboard somewhere is telling you where to shop. We are persuaded to holiday in Chile this year. If you buy this product, everything else will fall into place. It solves problems; it’s convenience; it’s happiness. At least, that’s what we’ve been told.

In 2007, the city of São Paulo in Brazil enacted a law* to eliminate “visual pollution” caused by advertising. It’s hard to believe that a city exists somewhere that is free of neon signs, posters plastered on brick walls, or twenty-foot tall women selling perfume and bliss.  Whether or not you agree with the reasoning behind the law, it is undeniable that our culture has become saturated with brands, packaging, and marketing.

However, I’m reassured in the knowledge that the power of marketing goes both ways. While we are receiving more information than ever regarding certain products, brands, and services, the industry has given the consumer more leverage. I can give feedback on my smart phone’s Thumbspeak application about which products I buy and which movies I will not be watching this summer. Advertising may hold an incredible importance as we navigate our daily lives, but we are also no longer passive consumers. It’s a powerful thing to confront or reject someone’s vision of happiness. I will not be spending my vacation in Chile this year—sorry.   

Source: Business Week