Thursday, July 17, 2008


I’m surprised the urban dictionary does not show stuffology: noun the study of overconsumption, overconsuming material goods. I’ll admit I suffer from “stuffitis,” overconsuming on a moderate to high level. Is advertising to blame for continually circulating the stuffocating cycle, work – watch - buy?

Our culture may be quick to jump on advertising, blaming it for sparking our desire to need more, want newer, and desire bigger. It would not be hard to say that it is an argument Johnnie Cochran would not want to be a part of. When our resources become deplete who will be able to pass the upcoming problems/news to society, educate citizens on how the economy is running, and demonstrate how we can become greener and revive our national/world landscape that our grandchildren will grow up in one day? Or will they? Advertising also possesses the capabilities to do good and has the mass reach that gives hope in being able to engage people in how changes need to be made. It’s up to an agency or company to produce and execute something powerful and impactful enough to activate that engagement. Companies claim that they have started to become environmentally responsible, but it is easy to mistake motion for action.

Advertising can’t help a bad product. Nor will telling people to recycle solve our resource challenge. Thus, it will take new innovative products like a substitute for fuel along with advertising to marriage and vow to make a difference together. The first change our generation is turning is mentality: initiate change, don’t let it initiate you. I believe Barack Obama in office would symbolize this movement of change.