Today I am still staying at the apartment that is being refurbished, there is no more a kitchen and one bathroom has been demolished and the other not finished yet, somehow it resembles how I feel about myself at the moment, a work in progress but mainly at demolition phase, not so pleasant. I have kept myself busy today spray painting some old iron chairs that were rusty, I like spray painting, usually I spray paint everything in silver colour because I like shiny objects and I like silver more than gold, proof that I am not a reptilian, one good point here 🙂
It’s been interesting to stay here because this house that somehow is mirroring my process of demolition of me, the Ego, has been a humbling experience, living with nothing almost for someone like me who was always so particular about everything is interesting, for 10 days now I have been wearing practical mismatched cotton clothes and pink crocs, which are anatema in Italy as they have been nationally declared the ugliest shoes ever made, so there we go, I am still here 🙂
I have become aware that I shop for value and not for need and so within the Desteni process that I am walking I have decided to see if I can deconstruct the advertisement world and disconnect it from my mind by looking at it mercilessly for what it is, a big fat lie that plays on my and our insecurities and desires to have some experiences or worth through the ‘act of buying’ useless stuff or even when not useless, like food, to buy a story that goes with it.
So, the walls in Milan at the moment are covered with an AD that I found very irritating from the first time I saw it, it still makes me react, Müller – Fate l’amore con il sapore (yogurt) , it says Make love with Taste. The first time I saw it I thought that the woman wasn’t wearing panties, and therefore in that position it must have been a delight for the photographer, this was a weird thought that came up but then I saw that if it came up for me it must come up for others as well, men too, it is designed to come up, it is designed to connect SEX and a yougurt 🙂 Because SEX sells, so one point that I have started to notice is that many things are sold through images or hints of SEX either in explicit pictures like this one or other more subtle ones or in the sentences that are used to recall pictures in the mind. Personally this one doesn’t do much for me as wanting to buy that particular yougurt but the point of SEX is obvious, I’m not triggered just because I’ve not been sexual for a few months, have given up pornography and my participation within it and so the triggers are not so strong or maybe because she is a woman, not sure, anyway this one is definitely NOT working, if I look at the irritation point I think it’s because I find it somehow offensive, for women, debasing, so I will look into it and apply SF for this reaction because there must be a judgement in me of what is appropriate and what isn’t and this one isn’t.
Then I went and read some forums on advertising, one of the most famous we have in Italy is for pasta, Barilla to be precise, they have hired Young and Rubicam long time ago to do all their spots. Their spots are BIG triggers for me, they always depict happy families, fairytales images of peaceful living next to a windmill, running on grass barefoot within nature, they produce everything, from pasta to biscuits, to bread, to Healthy food with mixed cereals. Their sub brand that manufactures the sweet stuff it’s called the White Windmill, even in the name, WHITE, triggers in me this sense of neat and clean, of ‘proper living’ as life should be, happy people living in a windmill and eating sweet food, big bullshit.
‘where there is Barilla there is Home’
So, HOME, is something I buy into, the idea of belonging somewhere, mother in the kitchen baking biscuits, everything natural, everyone happy.
When I went on the Forum about this particular series of ads depicting ‘happy families’ someone asked in a thread ‘Why is Barilla always using images of Happy families?’ the answers were amazing, just 2 people said because they use what sells, the others said things like “I love to see happy families’ or ‘ would you rather they used the father that beats the mother and the children crying ?’ which I thought was particularly interesting and another said ‘better watch the Barilla happy family than the reality we live in’ and another said ‘would you like to see a divorced couple fighting for alimony instead ?’ and so I saw that I join a long line of people who actually would rather see the happy family even though most of us understand that THIS IS NOT REAL, it’s just that reality and what we have accepted and allowed ourselves to become simply sucks and we don’t want to face it.
Then I took down some ad key phrases that have become well known in Italy and we all know what they are about:
Adidas (sport wear) – Impossible is nothing
Amaro Averna – Il gusto pieno della vita (digestive – The Full Taste of Life)
Dove c’è Barilla c’è casa (pasta) – Where there is Barilla there is Home
Chivas Regal Il più regale dei whisky – Chivas regal, the most Regal of wiskies (this one plays on our desire to be special, to be regal, above others who are just commoners)
Colgate – Ti spunta un fiore in bocca (toothpaste – a flower blooms in your mouth, which is obviously impossible but with the flower they give us the image of freshness and beauty and desirable, even though the flower is born from manure but this is a detail we all miss within this ad)
Control: liberi di amarsi col cuore (condoms – free to love one another with heart – this one is great, sells both sex and Love in one go, this one is appealing to me as a system)
Cornetto Algida. Cuore di panna (ice cream – a Heart of Cream – so heart = love plus the smoothiness of the cream – appealing)
De Beers- Un diamante è per sempre (diamonds – a diamond is forever, now this is very interesting, with this we buy eternity, the diamond will live long after we are dead, so this plays into desire to live forever, fear of death at a more unconscious level, beating death, appealing)
Elah – La dolcezza cambia il mondo (candies – Sweetness changes the world, this is pretty clear, we buy into the desire to change the world by eating a candy, which is way easier than having to face oneself in self honesty and self forgiveness)
Chi mi ama mi segua Jesus Jeans – Non avrai altro jeans all’infuori di me
This is Jesus jeans, this ad is old, it became very famous because the Catholic church asked that it be removed as blasfemy which made it even more famous, maybe the Vatican owns the Brand ? 🙂
This ad says ‘who loves me should follow me’ , this ad sells a LOT of stuff, it sells sex, love and Jesus too for good measure, not appealing to me but for sure had its fans
L’Oréal – Perché io valgo (cosmetics) – Because I’m worth it !, They still use this catch phrase, this sells because it appeals to people who have come to accept and believe they are not worthy, like me, so this one is appealing to me the system, always was, still is somehow.
Che cosa vuoi di più dalla vita? Amaro Lucano – Voglio il meglio (digestive – interesting we make so many digestives,or bitters, obviously we overeat but this is not a problem since we can fix it with a digestive. Digestive are alcholics but they do not carry the same stigma of other superalcholics because they are ‘digestives’ which implys they have a ‘medical reason’ to be and to be ingested, so it’s not an act of indulgence but a proper prescribed ‘remedy’ to help digestion, they are sweet and bitter at the same time, a proper liver tonic :), the ad says ‘What do you want more from life – I want the Best’, this is a very popular take on everything that is sold in Italy, the best, we do everything better, a few years ago we made a tee shirt saying ‘Italians do it better’ so this rings deep at a cultural level, and it’s something we exploit when we go abroad, we take this belief with us, this was actually a belief instilled to make us feel more than others because due to large migration problems after the first world war where we had to go everywhere to simply survive and were seen as the ‘immigrants’and thus felt less than the ones who did not need to migrate we needed a National boost that came in this form, through Fashion and other manufacturing industries we bought into this belief to balance out our belief that we were inferior and had to migrate for survival. I have seen the same beliefs among Irish and Chinese, both migrants population, – appealing to me as the system)
Ci sono cose che non si possono comprare, per tutto il resto c’è Mastercard (credit card – There are things one cannot buy, for all the rest there is Mastercard – very appealing to me as the system for many reasons , one is the fake belief that there are things that one cannot buy, this spells integrity, something we obviously don’t have since Money can buy anything including lives, body parts, people’s dignity and pretty much everything else, second the power of being able to ‘buy ‘all the rest’ I have seen myself feel a thrill when I put the ATM card in the distribtor and money comes out, THAT action is charged all by itself with lots of stuff, including the sheer pleasure of seeing money coming out of a wall, very empowering, so this is a very charged ad for me)
Con Nelsen Piatti li vuol lavare lui (dishwasher soap – with Nelsen Dishes, He is the one that wants to do the dishes, another example of pure bullshit because men in Italy DON’T DO THE DISHES, no matter what brand of dish washing soap one buys, so this appeals to the desire of women that with this brand he actually might, not particularly appealing to me because I have a dishwasher but I can see the trigger clearly)
Nokia – Connecting people (phones – desire to connect and not be lonely and isolated, fear of isolation)
Pirelli – La potenza è nulla senza controllo. (tyres – Power is nothing without Control – this is very interesting and more appealing to men I guess because they are the ones buying tyres, it’s a play on words, because they pretend to mean it that the tyres give you the control over the car but as well they give you Control and Power)
Rocchetta – Puliti dentro, belli fuori (mineral water – clean inside, beautiful outside – clean inside, because we are dirty and then the desire to be beautiful outside – appealing)
Sector – No limits (watches – self explanatory, desire to be able to do anything and everything believing that one cannot)
Una telefonata allunga la vita (Phone company – One phone call lenghtens Life, desire to live longer)
Standa – La casa degli italiani (Shopping Centre – the Home of Italians, playing on the desire for a Home, family and then nationalism)
TIM- Vivere senza confini (Mobile phone company – To Life without boundaries , as opposed to all the boundaries we have accepted and allowed ourselves to live within, so desire for freedom as we perceive ourselves to NOT be free)
Vecchia RomagnaEtichetta Nera – Il brandy che crea l’atmosfera (brandy – The Brandy that creates an atmosphere, so desire to have a certain atmosphere to live in, a certain lifestyle, not a Life, just a lifestyle)
Vodafone – Life is now! (Mobile phones – playing on our fear that we may be dead so they remind us we are NOT and Life is now – appealing)
Y10. Piace alla gente che piace (car – Liked by the people that are liked – desire to be liked by others, to be among the ones that are liked and not the ones that are dis-liked, desire for value – appealing)
I forgive myself for allowing myself to accept and believe that I am the desire for a home and a happy family that lives in the White Windmill in the middle of nature without a care in the world
I forgive myself for allowing myself to accept and believe I am the irritation I feel when I see pictures of women used to sell products that I judge as debasing for fear that their debasement is my own debasement reflected back to me
I forgive myself for allowing myself to accept and believe I’m the desire to be worthy because I have accepted and allowed myself to separate myself from my own worth as me as Life
I forgive myself for allowing myself to accept and believe that Italian products are more worthy than other products because I was told so and never questioned it because I enjoyed being more than others as a manufacturer of better products
I forgive myself for allowing myself to accept and believe I am one and equal to the thrill I feel everytime I get money out of the ATM machine because I have allowed myself to accept and believe that a human being’s worth is based on its access to the money system
I forgive myself for allowing myself to desire to buy anything and everything with a credit card because being able to use a credit card gives me value
I forgive myself for allowing myself to accept and believe that I’m the value I get by using a credit card instead of seeing that I look for value utside of myself because I have allowed and accepted myself to separate myself from value as me as Life
I forgive myself for allowing myself to accept and believe that being able to participate in buying gives me value because I have accepted and allowed myself to separate myself from me as value as Life
I forgive myself for allowing myself to desire to be liked by others
I forgive myself for allowing myself to accept and believe I am one and equal to the desire to be liked by others
I forgive myself for allowing myself to accept and believe that I can be triggered into buying to give myself value instead I see I can stop myself and see there is no value in buying anything, I will only buy what I need or want as a treat no longer for the purpose of adding value to myself but as self directive principle
I forgive myself for allowing myself to accept and believe that shopping is a desirable part of life instead I see that Life needs no shopping to exist, Life just is
I forgive myself for allowing myself to desire to buy things that appeal to my fear of death or to my desire to live longer for fear of dying
I forgive myself for allowing myself to accept and believe I am one and equal to the fear of dying, I am not the fear of dying, I am Life in the process of birthing itself into the physical, I stand, I am Here, I am One and Equal