Madison Avenue

As I coated my armpits with scented wax this morning, in preparation for a day to be spent mostly puttering about the house, with maybe some interaction with a store clerk later, I found myself thinking about advertising.  Specifically, about the unfortunate side effects of a successful advertising campaign.

Think about it.  What caused many us to do the same thing every morning right after stepping out of a nice cleansing shower (I suppose I must accept the idea that maybe everyone else in the world has caught on by now, and I am the last one, but the size and variety of the deodorant section in any grocery or drug store points out the impetuosity of that logic)?

Has it been thundered down upon us from pulpits across the land:  People, you stink! God wants you to do something about it!?  No. I think not.  Those kingdoms are not of this world, which sorta implies that there are no deodorant counters in the aisles of Heaven, and in Hell, the lack of same could conceivably be part of the punishment.

Has this practice been the result of a long, ordered public process, with committees and hearings and participation, all the things that have in the past resulted in the observation that getting something done in the City is like mating elephants:  It is accomplished at a high level, accompanied by much trumpeting and screaming, and it takes 3 years to see any results (the process is the same at the federal level, but the timelines are extended)?  I don’t think so.  My many years as a bureaucrat and functionary within the belly of that particular beast helped me find my true value to the City, that of making any meeting last 20 minutes longer, and I am sure I would have been notified at some point in that process.  I would have probably written the spec. for the Stink Vote, if not campaigned for its defeat.

I understand the Spanish Conquistadores never bathed, ever, and covered their funk with ever more lavish splashes of scented water or cologne, so maybe there is something to that, some idea that a clever Madison Ave grad seized upon and ran with and brought us to the way things are today.

Probably the issue came to light as more and more people were crowded together in stuffy little offices full of cubicles, with closet sized lunch rooms like on the 52^nd floor of SMT, or gathered in bunches at the local school gymnasium to protest the latest outrage.

But I think the die was cast in the ‘30s by folks like Fred Astaire, who could dance incredibly for 15 minutes at a time, yet not break a sweat in the process.  Ginger Rogers, another one, who did everything Fred did, but did it backwards in high heels, also without breaking a sweat.

But there is a danger in following this line of thought to its presumably logical conclusion.  The question becomes, “If they have convinced the vast majority of us that we smell bad, and that politeness demands that we hide our natural odor to avoid giving offense to our co-workers, thus spawning a multi-billion dollar industry ($18 Billion last year, says the all-knowing Google), what else have they talked us into?

How about mirrors?  Why do we really care about how we look at a given time?  If we’re really ugly that morning, won’t someone tell us?  And we don’t have to look at us, we’re inside these eyes, so isn’t it more important how we feel?  How often to you ask someone, “How do you feel?”, and have them reply, “I feel good, but I look bad.”  So now everyone has mirrors in their houses, with the possible exception of those few who recognize them as the leaks into alternate universes that they really are and keep theirs taped up.  We all know you can’t break ‘em.  And we all spend money on mirrors, and hair brushes, and spray, and coloring, and makeup, and foundation, and skin cream, and facial exercises, and why?  We have to look in the mirror to see if it worked, don’t we?  So if we got rid of the mirrors, wouldn’t that allow us to dump all that other stuff, too?

So what else?  How about clothes in the summertime?  You know there is only so many times you can wear that favorite t-shirt until it begins to sag and stain, especially in the armpits with the wax and all, then it gets all holey and you toss it.  So ask yourself, “Did Adam and Eve wear clothes? No, not at all, at least at first, and then only a fig leaf or three, if you believe the pictures.  And all the history books show that clothing, especially in warm climates, has always been optional, so it follows that Madison Avenue, paid by the companies that make and sell that clothing, has mounted a campaign over the years to make it logical and desireable that we wear clothes all the time, at least out in public.  When we don’t, they take pictures and spread them all over the internet without sharing the royalties with us, even.  I bet they all lost money in the ‘60s…

Any way, I’m climbing back down off this tree stump for now.  My work here is done.  I’ve planted the seed and will sit back and watch it grow and flower into a vast network of right thinking people who reject Madison Avenue and all it stands for, just like kudzu or, with apologies to Frank Herbert, sentient kelp. Just remember, next time you step out of the shower, to ask yourself, “Do I really need this?”   :-{)}