You may believe perhaps you may simply claim – you are the epitome of simplicity and purity of soul. High-fashion world is not your ground and brands like Gucci are not your game. You are quite content with what you wear and what seems affordable to you. You may say it’s the comfort factor in it that matters the most. Even its colour represents how far you’re willing to go – to tell the world, how much you deride being fake and phony.
Even your spending may match your claims; you spend very little on few occasions; on your clothes and on your accessories. Although you love TV and YouTube but you can’t stand the size zero models and their superfluous sex appeal. The amount of advertisements pushed on your face every day and all the pretentious stories they narrate only makes you wonder, why so many stupid people are out there and why can’t they have a little sense like you do.
Advertisement is not something new that came out of the blue. It’s neither the TV nor the newspaper that led to its penetration into our society and each individual mind. We can easily say that earliest advertisements can be observed in our history when we made accessories and got tattoos on our bodies. They allowed us to advertise our beauty or to reflect our beliefs and associations, which are nothing but subliminal forms of advertisements. Let’s fast forward to our current world where brands use logos and taglines to advertise their products, which we in turn wear to advertise further, how trendy or simple we are.
If you think wearing a plain white dress makes you a divine Christian or wearing saffron orange piece of cloth makes you a devout Hindu, it’s just another form of advertising. The only difference here is that you are advertising about your beliefs and associations, nevertheless however simple your dress and actions may be.
Brands are very well aware of our fallacies and lack of thoughtfulness, which is why they design their logos that symbolize something we want to associate with and further advertise. The Puma brand logo that shows a leaping cat means strength, agility and superiority while the font of its name invokes authority and confidence. Likewise, all other major brands use secretive messaging that slowly grow on us.
Similarly, advertisement is inherent in all of us however mild it may be. If that wasn’t the case so, why don’t we do our morning runs in pyjamas that we wore last night, as it is simply more comfortable? Why do we have to wear a nice Nike branded black track suits with Adidas sports shoes and a Reebok cap; why can’t we simply run in mismatched pyjamas and t-shirts?
The answer to this is that we all want to appear more professional than we are, smarter than we look, tougher than we can be and simply better packaged than we tend to be, especially at home.
Some may simply go crazy over it and some may not care much, but as long as we purchase clothes and accessories with certain shapes, colours and of specific brands, we continue to manifest our secret love affairs with advertising.