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Introduction - Part 3
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Our recoil from the responsibilities of individual insight has
conspired against our symbolic creativity. We have stopped teething on genius. Instead, we are debasing our unusual opportunity as a people by admiring not greater visions of what we might be — eccentric, dynamic, original, imaginative, proud . . . yes, even lonely and alone — in favor of admiration of what we are.
What kind of society is the United States of America turning out in the middle of the twentieth century? Are we deliberately cultivating our own individualistic, humanistic style? Are we actively debating free choices among competitive styles in a genuine free-enterprise contest of alternative values? Are we seeking ways and means of constantly feeding new ingredients, some of which may be and should be a little too highly seasoned for our immediate taste, into our value mix to increase our range of choices among styles?
If our symbols' function is to act as metaphors for a whole way of life, to tell us what goes on, then what goes on is not good when the answers to these vital questions must all be "no."
Our society is entirely rational and almost totally rationalized. But rational social organization has not automatically increased our freedom. Nor has liberal freedom notably enhanced the sharpness of our reason. All it has done is provide us with symbols that are not barbs but phenobarbs. And that, after all, is simply another way of saying that we have in large measure surrendered to our symbols the capacity to act as free men and women in our own behalf.
"Advertising dares to go before the people and ask them to make a free choice" is an entirely rational statement as made by the Erwin Wasey, Ruthrauff & Ryan advertising agency. "Through advertising, companies ask us to choose their products. Over the counters of our supermarkets, millions of free elections go on every day. Millions of purchases — propelled by advertising— bring buyer and seller together. That's how we choose our food. The same thing is true of our clothes, our homes, our
cars, our insurance, our banks, the branch of military service our young men choose, our charities — our political parties. Free choice!"
Free choice, indeed. But free choice among what? Our goods and services offer few symbolic alternatives from brand to brand. Our very choices hobble many of our individual freedoms and mock our popular sovereignty. By committing ourselves to symbols of trivial borderline differences and low enrichment value, we are locking our personal and social boundaries in a crass vise. Without formally relinquishing our free will, we are delegating it to our symbol surrogates in the form of a tithe. We hope thereby to obtain for ourselves greater freedom from thinking constructively about what we really are and what we really want to be. Our symbols offer us an instant relief from the hard exercise of thought. As writer Eliot Asinof has said, "Today we are in a period where people don't want to think about anything and pleasures are pleasing only when they are not of the mind." Most of the time, even though we tend to blame at night what we praise by day, this is a solace to us.
Yet the responsibility which thought-provoking symbols bear in a democracy is crucial. No substitutes are acceptable.
Related terms include advertising tips and museum marketing tips.
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