Cynicism

I rarely watch network television anymore. The news and the ads seem to become more and more negative, cynical and just plain moronic.

While watching college football yesterday my local stations bombarded the airwaves with previews of the local news. Their headline read “America: Bitterly Divided”. Sure just under fifty percent of the voting population cast their vote for the loser and just over fifty percent cast their vote for President Bush. I however, fail to see how that makes us bitterly divided. My vote was cast for the losing candidate and I did not wake up post election day with bitter feelings toward anyone who voted for the president. Frankly, while voting is an important right that should be exercised I am not so emotionally invested in either candidate that the outcome will change my outlook on life.

Another aspect of the entertainment/advertising world that I find disturbing is how manufacturers of products that have been determined to have a detrimental affect on the life of a consumer have become big producers of public safety ads.

For example: one of the major producers of cigarettes has a radio spot running where they pat themselves on the back for being a leader in providing training and literature to retail outlets around the country.

What kind of training you may find yourself asking? What type of literature?

They are aiding retail establishments in providing their employees with proper training in the art of checking ID so they do not accidentally sell cigarettes to someone under the age of eighteen.

Training, for checking ID?

How complicated has it become to check ID. You ask for ID, the customer provides it, if they are to young no sell. How tough is that? Last time I checked they even have little signs that tell the cashier what year someone would have to have been born in to legally purchase cigarettes.

This is all major cigarette manufacturers can find to be proud of? Amazing.

Another unsettling aspect of advertising is how beer and wine are sold on television in this country. On one hand they create this artificial world where everyone is having a great time because of their choice of beverages.

There are parties on the beach, in the sports bars, at the ski resorts and of course how could I forget the twins. All this fun created by the use of alcohol. The easily swayed will come to believe that if they buy brand A everything will be right with the world. A beautiful/handsome member of the opposite sex will be draped over each arm. The sky will be blue, the birds will be singing and consumption of massive amounts of alcohol will not be in the process of destroying your liver.

As the commercial ends you are brought back to earth by the famous line: “Please drink sensibly.” As if the people who need to hear that phrase are even listening at this point.

Social drinking does not bother me. I am just a bit cynical about the way alcohol is sold in this country. The shills that produce the commercials are no different than the ones who used to ride into town, behind a mule on a beat up old wagon. From the running board they would sell their magic elixir that promised to cure all that ails you.

At least they had the good sense to get out of town before the townsfolk realized that they had been fleeced.