According to Wikipedia, advertising is "a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action" - usually, to buy a product. I find it interesting that the term "manipulate" is used in this definition, because that's exactly what marketing does, in the end: it manipulates you into thinking you really need this product (even though you probably really don't).
I work in a supermarket, so I see it everyday. Offering free trinkets with every purchase - for instance, "if I buy this packet of biscuits I usually don't eat, I'll get a batman wallet" (ok, I fell for that one. And I'm not even using the wallet!). So-called discounts spreading the lie that the more you buy, the more money you'll save ("buy two, get the third one free"). 100% reimbursed products - but how many of us are really going to bother sending back the product packaging and receipt to the manufacturer along with our contact and bank details in order to get a few euros/pounds/dollars back?
Advertising uses carefully crafted images to convey its message, and its bottom line is "buying our product will make you happier". It pulls all of our strings, from our need for security to our desire for sex - how many brands use irrealistically beautiful and "sexy" models to make us long for what we see? As Tyler Durden famously said in Fight Club, "Advertising has us chasing cars and clothes, working jobs we hate so we can buy shit we don't need". I find that to be increasingly true now that I make a conscious effort to be aware of it. There are so many things I see in shops and on TV that, truth be told, I really don't want at all. Of course, I still have some weaknesses. I am a sucker for clothes, as I have explained elsewhere (1); yet, I don't feel the urge to buy new clothes as much as I used to, and I rarely look twice into a shop window these days. I'd rather buy secondhand (if anything, it's cheaper!). Socrates is reported to have said, while looking at a mass of things for sale, "How many things I have no need of!". I would like that to be my philosophy when it comes to shopping.
I can get really annoyed at TV adverts. Take so-called breakfast biscuits. Advertisers would have us believe that they are healthy, nutritious, and will fill you up until lunchtime, when at the end of the day, they're no more than glamourized biscuits - or so I shouted at the TV, much to my boyfriend's amusement.
Lately, I saw a car advert on TV and I quite liked it. It had interesting aesthetics, changing a cityscape into an Arizona landscape, together with elderly people throwing crumbs to eagles rather than pigeons. It also used a very catchy tune that I hadn't heard before.
But the advertisers completely failed in their goal. I have never had any interest in buying their car. However, I did really want to know about the tune they used. So now, Edward Sharpe and the Magnetic Zeros can thank Peugeot for directing me to their song, "Home".
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(1) If you remember this story, where I wrestle with the idea of buying a new dress, you may want to know that I didn't buy it new. I found a similar one of the same brand on a second-hand website. Yay!
Musings is a pretty word. So here are the musings of an Aspergirl with a love of life, a passion for stories, and an ongoing faith journey.
Showing posts with label second-hand. Show all posts
Showing posts with label second-hand. Show all posts
Friday, 7 November 2014
Wednesday, 27 August 2014
Being ethical implies sacrifice.
Guess what. I love clothes. I love choosing something beautiful from my wardrobe, getting dressed and feeling pretty and feminine. Many of my clothes are colourful because it makes me feel cheerful, but I also own more classic, elegant items. And I do love shopping - I love the thrill of hunting for that gorgeous item, finding it, trying it on and looking like myself, yet different and new because my garment is new!
Lately, though, I have become aware of how our clothes are mostly made in developing countries by people whose salaries don't even come close to enabling them to support themselves. This in turn led me to question the way I shop, and I recently wrote a blog about ethical clothing. I decided that I would strive to buy my clothes from second-hand shops or jumble sales whenever possible.
Countless times, I have glanced at fashion shop windows at something pretty, then thought, "no".
Until yesterday.
Nicholas and I went groceries shopping and we passed a clothes shop on the way. A dress caught my eye: colourful, pretty, sporting cats (I love cats!!!). As if inexorably drawn towards it, I walked into the shop, found the dress on a rail... wanting to try it on.
Then I checked the label. I had to.
"Made in China".
In China, the minimum wage only actually covers 46% of a person's living wage (the wage needed to support oneself and afford things like food, accommodation, healthcare, etc). And if you think that's bad, the minimal wage in Bangladesh only covers 11% of the living wage. That's right.
I really, really wanted that dress. It was so me. But ethically, I just couldn't buy it. So I put the dress down and got ready to leave. Then I had a thought.
I walked up to a shop assistant and politely enquired about the shop's policy on working conditions for those who made the clothes. She looked at me like I was an alien (well, maybe I am).
And today, I tracked down the website of the brand who made that dress and emailed them the same question. Because if enough of us start doing this, things might change. As customers, we don't need to be victims. We have power. Let us try and use it.
That being said, I am still tempted to buy it. Will I be consistent with my own view, or give in to my selfish desire? The battle rages within.
I never received a reply from the brand in question. However, I found another of their dresses, similar in style (cats too, but a different colour scheme) on a second-hand website.
(Picture from http://www.fgtb.be/web/guest/news-fr/-/article/2457832/ , no copyright infringement intended)
Lately, though, I have become aware of how our clothes are mostly made in developing countries by people whose salaries don't even come close to enabling them to support themselves. This in turn led me to question the way I shop, and I recently wrote a blog about ethical clothing. I decided that I would strive to buy my clothes from second-hand shops or jumble sales whenever possible.
Countless times, I have glanced at fashion shop windows at something pretty, then thought, "no".
Until yesterday.
Nicholas and I went groceries shopping and we passed a clothes shop on the way. A dress caught my eye: colourful, pretty, sporting cats (I love cats!!!). As if inexorably drawn towards it, I walked into the shop, found the dress on a rail... wanting to try it on.
Then I checked the label. I had to.
"Made in China".
In China, the minimum wage only actually covers 46% of a person's living wage (the wage needed to support oneself and afford things like food, accommodation, healthcare, etc). And if you think that's bad, the minimal wage in Bangladesh only covers 11% of the living wage. That's right.
I really, really wanted that dress. It was so me. But ethically, I just couldn't buy it. So I put the dress down and got ready to leave. Then I had a thought.
I walked up to a shop assistant and politely enquired about the shop's policy on working conditions for those who made the clothes. She looked at me like I was an alien (well, maybe I am).
And today, I tracked down the website of the brand who made that dress and emailed them the same question. Because if enough of us start doing this, things might change. As customers, we don't need to be victims. We have power. Let us try and use it.
That being said, I am still tempted to buy it. Will I be consistent with my own view, or give in to my selfish desire? The battle rages within.
------------------------------------------
Update:
I never received a reply from the brand in question. However, I found another of their dresses, similar in style (cats too, but a different colour scheme) on a second-hand website.
(Picture from http://www.fgtb.be/web/guest/news-fr/-/article/2457832/ , no copyright infringement intended)
Wednesday, 25 June 2014
You don't have to shop at Primark
You may have heard about the cry-for-help label a customer found in a £10 Primark dress,
The label may or may not be genuine, but it still draws our attention to a horrible reality: as Western consumers, an awful lot of the items we purchase are produced by people who are being exploited. And by exploited, I don't mean they won't get a pay raise this year or will get less paid vacation. I mean they work over 12 hours a day for a salary that barely covers they most basic needs (that is, if they are paid at all), in appalling conditions such as little hygiene, poor lighting resulting in eyesight damage, cramped rooms, or exposure to harmful chemicals.
Now I know what some people might say: "I shop in Primark because I can't afford any alternative", like this lady writing for The Independent.
Actually, if you are genuinely concerned about ethical clothing but are worried about cost, you don't have to shop at Primark. Here are the reasons why.
1. Disposable fashion.
I don't know about you, but I have often found Primark clothing to be poor quality. After a few washes, the fabric seems to get thinner, the seams are askew, the item shrinks lengthwise but gets wider. This is because Primark clothes are not designed to last. With new styles being introduced several times a year, you get the buzz of finding a new trendy outfit, only to see it outdated in a matter of months. Soon you crave another new fashion item and the old one can be disposed of because it never was made to last anyway. This is exactly what fashion chain stores want you to do - actually, this is what the whole consumerist system wants you to do. They want you to keep buying stuff from them - even if you don't need it. In fact, they are willing to go to any length to make you buy stuff that you don't need.
If you go for style and quality instead, your clothes will last longer, and you won't look like every other fashionista out there: you will look like you, with your very own style. And if you buy quality that lasts, it will in fact turn out cheaper, because you won't need to keep buying clothes to replace those that are worn out too soon.
2. If you just love clothes (trust me, I do!), there actually are cheap alternatives to Primark.
Think second-hand: charity shops or jumble sales. Here you can find good quality, stylish clothes for a fraction of their original price. You may need to do a bit of searching, but it's as fun as a treasure hunt, and you're likely to find unique items. I once found a really cool leather jacket for €25 (£20). And if online shopping is your thing, Oxfam has an online shop as well. If you're hooked on the buzz of getting something new, why not hold regular clothes swap parties with your friends? Granted, items you will buy may still have been made by exploited workers, but you won't be paying into the system that keeps them exploited.
Don't be a fashion victim - be a trendsetter.
The label may or may not be genuine, but it still draws our attention to a horrible reality: as Western consumers, an awful lot of the items we purchase are produced by people who are being exploited. And by exploited, I don't mean they won't get a pay raise this year or will get less paid vacation. I mean they work over 12 hours a day for a salary that barely covers they most basic needs (that is, if they are paid at all), in appalling conditions such as little hygiene, poor lighting resulting in eyesight damage, cramped rooms, or exposure to harmful chemicals.
Now I know what some people might say: "I shop in Primark because I can't afford any alternative", like this lady writing for The Independent.
Actually, if you are genuinely concerned about ethical clothing but are worried about cost, you don't have to shop at Primark. Here are the reasons why.
1. Disposable fashion.
I don't know about you, but I have often found Primark clothing to be poor quality. After a few washes, the fabric seems to get thinner, the seams are askew, the item shrinks lengthwise but gets wider. This is because Primark clothes are not designed to last. With new styles being introduced several times a year, you get the buzz of finding a new trendy outfit, only to see it outdated in a matter of months. Soon you crave another new fashion item and the old one can be disposed of because it never was made to last anyway. This is exactly what fashion chain stores want you to do - actually, this is what the whole consumerist system wants you to do. They want you to keep buying stuff from them - even if you don't need it. In fact, they are willing to go to any length to make you buy stuff that you don't need.
If you go for style and quality instead, your clothes will last longer, and you won't look like every other fashionista out there: you will look like you, with your very own style. And if you buy quality that lasts, it will in fact turn out cheaper, because you won't need to keep buying clothes to replace those that are worn out too soon.
2. If you just love clothes (trust me, I do!), there actually are cheap alternatives to Primark.
Think second-hand: charity shops or jumble sales. Here you can find good quality, stylish clothes for a fraction of their original price. You may need to do a bit of searching, but it's as fun as a treasure hunt, and you're likely to find unique items. I once found a really cool leather jacket for €25 (£20). And if online shopping is your thing, Oxfam has an online shop as well. If you're hooked on the buzz of getting something new, why not hold regular clothes swap parties with your friends? Granted, items you will buy may still have been made by exploited workers, but you won't be paying into the system that keeps them exploited.
Don't be a fashion victim - be a trendsetter.
My £20 leather jacket!
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