I have this thing about me – call it a personality flaw or whatever you wish. I have a serious problem with something I experience in life. Those that know me might never know what it is. A few know. I’d go so far as saying it’s a dysfunction I think. Yes, it’s fair to call it that.

What is my dysfunction?

Who told this girl that lollipops and chips were tastier than mango and papaya?

I have a serious issue with someone taking advantage of someone else. When I see it, it boils my blood purple and I need to set things right immediately. This is one area in my life that doesn’t really mesh with the rest of my personality. There’s no room in my mind to talk me out of what I’m doing when I’m on a mission of this sort. I’m lost in setting things straight and I will get it done no matter how big the effort, in-kind retribution, violence, whatever it takes.

You know what I know?

You’re being taken advantage of and it should
piss you off to no end.

Advertisers are using psychological studies to trick you out of your money so you make them and the companies that fund them even more filthy rich. They are creating a reality, it’s already America’s reality, that spending money for the latest gadgets, clothes, cars, anything that is expensive increases your worth and status as a person in America.

Being taken advantage of should enrage you to the point that you decide:

1. I’m smarter than advertisers trying to trick me into a different reality.
2. I’m in control of what I do with my money, nobody else – I AM IN CONTROL.
3. I’m in control of my mind. Nobody is able to run a program in my head creating the reality they wish. I run my own programs. I create my reality.

One thing I hate about America – really despise – is that the advertising campaigns have already won. Billions of dollars have been spent over scores of decades to bring America to the point it’s at now. The advertising industry has created a culture… a society in which it’s now seen as normal for someone making $20,000 per year, a minimal salary, to have a car, nice clothes, money to spend going out, the latest electronics gear and vacations they can’t afford.

It’s now reality that to increase your status among friends and strangers you must own things that are being advertised in the latest media.

In my mind, that’s the opposite of normal. It’s goes against the way reality should be. The reality I want is one in which I’m not bombarded through the media with hundreds or thousands of ads designed to influence me subconsciously into buying something. I want to be free of that. America’s sick reality is that none of us are free of that unless we’re living isolated from all of society.

One of the few places free of advertisements.

Hundreds of millions of Americans not living in caves have fallen for the advertising tricks that have led to the state of things being what they are – but to me this isn’t normal, and it isn’t right. I’m pissed off about it and I hope this article helps you get control over your mind and pisses you off quite a bit too.

Few of us question this reality we live in. This is normal for Americans. It’s status quo. Life goes like this.

When I moved to Asia I saw America from another perspective. I didn’t like what I saw. It’s different here. The advertising industry isn’t moving forward as fast and haven’t saturated society so deeply, but Thailand, Korea, Laos and other countries are moving in the same direction as the USA. It seems to be an inevitable path societies follow after they take care of simple problems like feeding their masses and pushing up the lifespan a few years. Then they move to complex problems like how to keep everyone employed, happy, and advancing the country as a whole in competition with other countries in the world doing the same thing. Advertising blitzes follow, molding a new reality that quickly overtakes the country.

Currently America and many countries all over the world have entered a recession that is causing individuals across the globe to look at what they’re spending money on.

I’ve written articles about how to live on as little as possible here at this blog. They are some of my most popular articles. One covers how to live in a home you can afford. One looks at the vehicle you drive. And finally I look at the extras – the electronics and other material goods that you spend money on.

Those are all things you can do whether or not you have changed your mindset regarding breaking the chains that bind your mind and all of American society. The chains that advertisers have slowly and methodically built up over the more than century of air-borne media. Radio, TV, and now Internet media are all combining to create this reality for America that is detrimental to individuals in the society but incredibly profitable for company owners doing the advertising.

Advertisers have used advanced psychological studies – patterning ads after psychological experiments that show how humans are likely to react to ads. Ads are designed for one purpose – to trick, or circumvent the behavior of the brain that helps you see a different reality – so you see a new reality – and it’s as natural as pie because it doesn’t cause your brain any distress. The ads are designed so they affect you under the radar of your consciousness. They’re insidious that way.

Here’s an example:

You are watching a football game on TV. You’re excited and emotional about the game – you’re yelling and screaming… It cuts out for a 30-second commercial for Pizza Hut Pizza which coincidentally involves football in the ad. Pizza seems like a natural thing to buy as you’re watching a game. “Pizza and beer” go together for watching football games, right? That’s what society has told you. You ask if anyone else in the room feels like a pizza. Of course someone does because they’ve been through the same lifetime of advertisers’ mind programming gimmicks. You order a pizza and spend $15 while watching a football game that you wouldn’t have spent had the ad not been shown. If instead of that ad they showed an ad for aluminum framed screen doors and then someone brought in a bowl of pretzels you’d have been just as happy and not spent $15.

When you had the idea to get a pizza and asked your friends – there was a lot of psychosocial stuff going on. You were cool for suggesting it. Others were afraid to say no – because someone might question if they had the money or not. A pizza fits with a football game and makes you feel like you should have it. Why is that? Billions of dollars spent to make you think that way. The program is running in your unconscious mind without you realizing it.

What the advertisers have done is create a whole culture where buying is seen as cool. Spenders increase face in American society among strangers and friends in any subgroup you belong to. Those with money to buy, and those that buy the things that come out in the magazines, online, on tv are the people that are shown respect and looked up to. They’re seen as being at the top of the game.

Why is that?

The advertisers created this reality we all live by in America. It’s the perfect society as far as they’re concerned. All advertising is moving toward this idea – creating a nation of spenders that can’t wait to get the next new thing – no matter what country we’re talking about. A buying culture where whole populations fall for the game – is the perfect culture for advertisers. A buying culture where people spend on things they have no real need for at all is ideal. A culture where the individual doesn’t think about how much damage is caused to buy something with her money – but thinks only of the positives – the respect, the face gained among friends, co-workers, strangers even.

While living in America I thought I was being smart a lot of times when I noticed a particular ploy in advertising for getting me to buy something. I took joy in picking ads apart and laughing about them – how they’re not having any effect on me because I wasn’t buying the Lexus, wide-screen flat lcd screen tv, Bose stereo and such… I thought I was above the game. I wasn’t a pawn of the advertisers – I chose what I wanted to buy, when I wanted to buy it.

And then when I moved to Asia I began to realize something.

Reality is completely different here.

In the U.S.A. I was locked into the same mentality – America’s buying culture. I had a nice Acura sports car. I had a townhouse in Clearwater, FL in a hygienic subdivision surrounded by other expensive homes. I had a full set of furniture, $1100 bed, and many other things that I didn’t question whether I needed. I just bought them because they were the basics. Essential basics – I didn’t question at all – did I need a comfortable bed? Yes, of course I do.

When I look back on it – the essential reality was that I needed a car – which I could have had for 1/4 the price of what I paid for my Acura. My town house was 170,000 but I could have bought an $80,000 home outside the city. I could have even rented an apartment for $500/month and saved the rest to buy a home in cash eventually.

I wore Polo, Abercrombie & Fitch, Gap, American Eagle clothes. $130 Doc Martin shoes. Why? That was the norm I thought. All my friends wore the same sort of clothes.

I was playing the game but thought I was outside of it.

Now I can see it clearly – I was such a fool! When I left the US I had enough cash to get me to Asia and stay for a year, but that’s all I had after 20 years of working. When all was said and done, I really had little that I owned outright that was worth anything at all. I was funded by loans my entire life.

Are you in a similar situation?

America is in a recession right now and you’re probably taking a look at where you’re spending money that you could instead be holding onto. You’re probably looking at eliminating things like vacations. Buying the SUV you thought you needed. Buying a boat, or BOSE. Maybe you’re cutting down on Christmas spending this year. You’ll only spend $500 instead of $1,500… Maybe you’re looking at cutting down the number of times you’re eating out each week and will make an effort to eat at home more often.

All those can help.

But, what are you missing?

What is the real root of the issue? Isn’t the root of the problem something much deeper than whether you spend money on a couple of things that you’ll go back to spending money on again after the recession is over?

Isn’t the root of the real problem not spending money on things you don’t really need?

Isn’t the real problem that your
fundamental belief in reality hasn’t changed?

You still think that you become someone special when you can buy things that cost a lot of money. You feel special when you are buying something others can’t afford. You feel like you’re somebody when you’re wearing Polo pants, $150 shoes, or $600 suits.

You spend without thinking for little things and when considering buying high-dollar items ‘need’ doesn’t factor into the equation as much as whether or not the purchase will increase your ‘face’, which is akin to your socio-economic status level among your friends.

I used to think that was the ultimate me.

That was me being all I could be when I was making $100K a year and could buy anything I wanted without thinking about it.

How much was I saving? Little. Money was a renewable resource. I’d spend $4,000 on a notebook computer and have another $4,000 the next month to replenish it. Which I then promptly spent on something else I needed.

Now I could live well off $4,000. For a year in Thailand. I’ve come to a new realization of what is necessary to live and to live happily. Gaining status of any sort has no real value for me. I went shopping two days ago and bought used shorts for $3 and a shirt for $1.15. They are incredibly durable cotton – the shorts are the same cotton type as Polo business casual pants. The t-shirt some unknown brand with worn lettering, but well made. These two items will last 5 years. I’m sure of it. Will Thai people I meet here look at me with disdain? No, they don’t know I bought old clothes. Will visitors from the USA, England, Germany, Australia look down on me? No – they don’t know I bought old clothes.

The only person that knew before I told you – is me.

You must also come to this fundamental change in your own mind. Others may look at you differently when you trade your new Acura for an old Acura. They might ask you why. You can tell them that you’re finally getting smarter. You’re finally going against the game everyone else is playing. You finally realized that a $7,000 Acura is a better investment than a $27,000 Acura. You can tell them that you realized how ridiculous it was to spend $20,000 more dollars than you had to.

If you buy used clothes at the Salvation Army or some other used-clothes store, only you will know. If you want to lie to save face in front of your friends you could tell them you found a box of your old clothes in the attic. You’ll be amazed at what you’ll find in the used-clothes stores in America. Polo. Tommy Hilfiger. Gap. AE. A. Fitch. All the top brands are there for a fraction what you’d pay for them new.

You know what’s enlightening? The first time you go into one of those stores you’ll see rich people in there. You know why? That’s how they GOT rich. They buy used clothes and buy according to the value the item holds. The true value. Who would question whether they bought old clothes or not? You’ll find that many people with an abundance of money have surmounted the problem in their own minds about being cheap and spending only what they need. They live that reality and in doing so they are being very smart with their money.

Can you get to that same place in your mind?

Here are some ways I’ve used to change my mindset about buying only what I need and not what’s being hyped by the media…

1.) I look at myself, who I am. I compare who I am with someone that is wearing the latest in expensive clothes, driving the fastest most expensive cars and those that are driving tractors in the fields or working part-time at McDonalds for $50/day. I look at people living in the projects and people living in the rich subdivisions and I ask myself… Who is the better person?

Of course the answer is that we’re all the same. People are people. Inherently we’re equal. I’m worth as much as the other person, and not any more or less. This perspective helps me see that what I’m wearing, what someone else is wearing is totally irrelevant and has nothing to do with anything. The only status level that exists is the one in your head. Get rid of it. It’s useless for relating to others. It’s only harmful when trying to mind your finances.

2.) I pick apart ads I see on TV, hear on the radio, see in the magazines or online. I find the angle they’re trying to persuade me with and pick it apart. I refuse to let them trick my mind into accepting the item they’re espousing as anything more than it is. It’s probably entirely unnecessary in my life.

3.) I watch every dollar that I spend. I question every time – am I falling for some advertising trick? What happens once I get this item – in a week will I be glad I bought it? Or, will I try to sell it online because it was unnecessary to begin with? I insist on being smarter than the advertisers’ tricks. I won’t accept losing to them.

4.) I play a private game with myself. I see – just how little can I exist on. I’ve taken that to extremes here in Thailand and I’ve lived on $133 for a month, but it can be applied anywhere. I’ve no doubt that when I move back to Hawaii I’ll be able to live happily on $1000 per month after taxes. My happiness comes from things I can do physically and socially – not what I wear, where I can go, what I can drive. Happiness comes from being in the moment and enjoying what is here and now. Not what I’m dreaming about for the future.

Build yourself a home out of glass bottles like this Buddhist temple in Thailand

5.) When I see someone with $150 running shoes, a $2,000 watch, a $2,500 radio system, or a $40,000 car or $80,000 SUV I think about all the good I could do with the money besides paying for those items. I think about orphans I’ve met here in Thailand. I think about the old woman born with nubs for fingers and toes that begs at the temple. I think about how Thai people can live happily on $150/month year after year – over their entire lives… and I think – I’m smarter than buying a $2,000 watch. I can buy (and just did) $9 used New-Balance running shoes and be happier than with $150 running shoes because I’m smarter than that. Being smart makes me happy. Being a pawn to the advertising industry makes me sad.

6.) I don’t think about any money I have in the bank. I ignore it. I don’t keep track of it – because I know – it’s not going anywhere. It’s still there. As I add money I don’t care what the balance is – I just focus on finding happiness that day, not thinking about money. As long as money is available and I’m not starving – there’s no need to check money to see – how much is there? How much interest did I get? How much do I need to spend this month on extras? I don’t budget money for extras. I dont’ tell myself – you can spend $50 extra this month. How ridiculous is that? I might not need to spend ANY extra money that month. Why give myself permission beforehand?

7.) I catch myself in the moment, enjoying things that cost little or that doesn’t cost any money at all. It might be riding my bike. It might be swimming. It might be walking up a mountain trail. It might be writing a letter. It might be writing this blog. It might be eating some fruit or teaching someone English. It might be responding to comments I get on my blogs.

8.) I redefine happiness. Happiness is when I’m smart and acting in a smart way. I am smarter than anyone attempting to take advantage of me. I won’t let it happen – not once, never twice. Happiness is not owning more – I’ve owned a lot. I’ve found no happiness in that. I find happiness in helping other people get through this life – in whatever small or large way I can. By being smart I can be happier. By being happier myself I can help others be happier too. What else could lead to happiness – buying something four times as expensive as what I need?

Use this recession as a time to cut back spending, but also to redefine your entire reality. Stop letting advertisements and society dictate your reality. You are no less a person wearing a $30 watch than you are wearing a $3,000 watch. The person driving a $7,000 Acura is no less a human being than the one driving the $27,000 Acura.

Question the reality you’re living and whether it’s a reality that has your best interests at heart or whether you’re being played as a piece on chess board like millions of other Americans that play this silly game of materialism = worth in society. Refuse the play someone else’s game. Create your own game. In this game you are as intelligent as you can possibly be about creating a life that is good for you. It won’t include following advertisements blindly because your favorite actor endorses them. It won’t include buying  a $50,000 car when a $7,000 car will suffice. It won’t include spontaneous pizza buying when a bag of Doritoes will do. It won’t include you killing yourself working 10 hours a day to buy frivolous things that don’t increase your quality of life, your families quality of life… your mental balance and harmony.

Act to create your reality as you wish.

You are the artist, the paint and the paper. Make yourself something special…

Best of Life!

Vern
As much as I dislike America sometimes, Hawaii is pretty alright!