A side effect of my lifestyle is that I spend a certain quotient of my time in hotel rooms, and I; like most people, am ultimately at the mercy of commercial-laden movie channels featuring 20+ year old films featuring the likes of George Clooney, Renee Zellweger, and Jim Carrey for a way to pass time between performances, meals, and whatever writing and work I can get done through the day.
Since commercials are usually a thing I can skip past, watching them has been a total trip, and I can’t help but notice a pattern. Be it cheap shampoo or frozen chicken wings, the recurring linguistic exchange seems to circle around the concept of what is real. It’s not hard to point out the fact that nothing is real, especially in commercials, from the captions that say ‘real people, not actors’ to the idea that the individual consumer than determine what is ‘the real thing’ vs the competitors alternatives. Proclamations of real taste, real feel, real sound, real look, and real smell coupled with the appeal to the consumer’s ego that they can differentiate what is real vs what is fake seem to be the perfect equation for successful sales.
Real coffee, real music, real pickup trucks… it’s truly dizzying.
The problem here is that what is real is not the point. The point is to drill the subliminal belief that you know what is real and that this subliminal implantation can be called upon when standing in the frozen foods section or… wherever.
This is what advertising is. By author and entrepreneur Seth Godin’s account, advertising is a company having the money to interrupt you so they can make enough money to interrupt you again.
Advertisers have rules they have to operate within, and that their slogans stay with you your entire life – so much so that the idea that ‘milk does a body good’ is still a strong belief that people have despite the fact that (a) milk does more harm than good and that’s a fact, (b) this is an advertising slogan, not a scientific study, (c) that the calcium you get from dairy can also come from spinach, whereas the spinach doesn’t carry the addictive and cancer causing components of dairy – but it does have fibre, which you need, (d) there are alternatives that are more flavorful and less pus-laden than animal-based dairy, and (e) the dairy industry has lobbyists, whereas the spinach industry doesn’t.
I could go on drilling this comparison into the ground, but this is mainly to illustrate the point that we actually don’t know what’s real – not when there are still hundreds of millions of people who believe that Donald Trump won the 2020 presidential election and had it stolen from him.
So then, what is real?
The spiritual connection I feel to my environment, my family, my dog are real. The sense of purpose I feel when I strap on a guitar and holler out into a dimly lit room full of people is real. Running through the river valley is real. The healing and nutritive properties of plant foods is real. Fellowship, and exchanging ideas is real.
I put forward that we need not worry about what is real so much as what makes us feel alive – What gives us purpose? What clears the cobwebs from our periphery and connects us to the universe?
If we can’t answer these questions, then maybe we’re a little too distracted by what products we can buy that are the most ‘real’ and we have changes to make.
You can change if you want to.
I mean, change is hard, but I argue that not changing is harder – especially once you find what makes you feel alive.
So… find that.
The Conscious Pilgrim 