The Upper Pumpkin Patch September 30, 2009
In college they made me read Sigmund Freud, and, even in college, where no one really thinks, I rebelled. Somewhere in the middle of "Civilization and its Discontents," I looked up from a colloquium I was assigned to lead, and I summarized the text by saying, "in this long, boring passage, Freud tells us everything he knows about the streets of Ancient Rome."
Almost everyone laughed, even the instructor. There was one little New Yorker, a child of Marxists, who scowled at me because I was trashing one of his household icons, but most reasonable people enjoyed hearing their own impressions confirmed. College students, in the last fifty years, are figuratively required to bow down and kiss the feet of Marx, Darwin and Freud--three of the biggest losers who ever graced the planet. I say "loser," not because their influence hasn't been substantial, but because their souls are so parched and their world is so relentlessly physical that you have a hard time imagining any of them with a grandchild on their knee. Their world, and the world they have created, is very cold.
A few days ago, a Facebook friend posted a link to a documentary * about a disciple (and relative) of Freud, Edward Bernays, who pioneered "public relations" in America and the concept of product placement in feature films. He was even credited with transforming the image of Calvin Coolidge by bringing celebrities to the White House. I guess his most dubious achievement was paving the way for female cigarette-smoking by re-branding the weed as a "torch of freedom" and linking it to female sufferage. (There was also the standard Freudian interpretation of cigarettes; it's not exactly a documentary for the little kids.) The grain of truth, by my take, in this world of smoke and mirrors is the notion that people don't always make decisions with their rational, thinking selves. They don't buy shoes based on how long the sole leather lasts but how the shoes make them feel about themselves.A 19th century advertisement, in other words, might talk about the shoes' comfort and reliability and workmanship. A 20th century ad will make you feel like a bold, independent romantic -- just because you purchased the right loafers.
Of course, Freud, made it a little more primal than that, but in one sense, whether you call our savage desires "Id" or "sin," it really isn't very innovative to say that we're a mix of motivations when it comes to what we buy--some lofty and some not so lofty. The fact that advertising is now talking to our underpants instead of our minds and hearts, isn't so much a sign of advertising getting more effective as it is an indication we're not the people our great great grandparents were. They could buy shoes based on craftsmanship; we buy them to join a club, and to show off our membership.
Truly, I spend a lot of time wondering how I can woo people up here. A business doesn't do anything, good or bad, until someone agrees to buy its product, so I don't apologize for my marketing obsession, but I think our place puts the lie to Freud and Bernays and the whole slew of Mad Men who think we can't sell anything unless a pretty girl is showing off her nylons. (God created pretty girls, and I have no objection to using them in an ad, but there's a difference between selling an indiscretion and selling a marriage.)
When I look at the pumpkin field up there, I see a marriage. I'm not sure how much time I would spend in a purely clinical explanation of the pumpkins' fiber content or their vitamin/mineral mix, or even how easy they are to carve. I do get it. We're selling sizzle along with the steak. I understand that people don't buy pumpkins on the basis of their chemical inventory, but I think it's a tad demeaning to turn people into pools of Freudian Id and sell to their death wish or their night terrors.
The reality is far different. Before the three stooges took over (Marx, Freud, and Darwin), scholars looked to the ancient texts for truth, and those texts told us,
"What is man that you are mindful of him, the son of man that you care for him? You made him a little lower than the angels; you crowned him with glory and honor and put everything under his feet." -- Hebrews 2:6-8
I suppose someone could reasonably ask, "when you sell corn on the cob from the barbecue, are you really selling something as abstract as 'honor?'' Or 'how is a purchasing a grilled cheese sandwich at the tavern connected to something as lofty as 'courage?'" How does walking around the pumpkin patch make you a little lower than the angels?
Well..try it some time, and I think you'll see it's not so outrageous at all. It certainly beats the way Freud would sell a day in the pumpkin patch.