Why Are Commercials?
I’ve been watching these f..ing things since the beginning of television in the early fifties.
We call them “commercials”, thus making the word a noun. On offer in our affluent culture is a system built upon the marketing of various products. Without marketing there is no Capitalism. In the early days of TV we took for granted that every ten minutes or so the program would pause for a “word from our sponsor”. In most cases that sponsor was one of three things: food, pharmaceuticals or automobiles.
It hasn’t changed. We still see these interruptions every X number of minutes. Nowadays we mute the volume or we fast-forward but we are forced to waste time on them, one way or another.
When I watch these things I feel a mixture of amused contempt and chagrin. The contempt is for myself and my brethren who have absorbed so many of these messages that the wasted time must amount to… what? Months? Years? I have to wonder. How much of my time has been spent either watching or avoiding these marketing techniques? As much time as I’ve spent sleeping, certainly.
The first commercial that I was aware of was the brand of Twenty Mule Team Borax. It was laundry detergent. It completes the picture of the happy housewife in our capitalist society. She washed clothes in her brand new washer-dryer combo. She fed her children the repulsive junk that was flogged on the Saturday morning cartoon shows. Breakfast cereal. Wonder Bread. Jif peanut butter. Canned peas. I shudder. My insides are permanently made of glue.
The happy housewife model of consumer heaven ruled our lives from the airwaves. Our moms were supposed to be efficient smiling providers of nurture in the form of supermarket comestibles. We had Twinkies. We had cupcakes. So, how come my mom was a raging manic depressive with sadistic tendencies?
I was more likely to get strangled in her apron strings as I was to be poisoned by sugared manna from the delicatessen.
Guess what, people? We have a past. We have history. Our culture has evolved at a rocket pace to keep up with the rate of change. But a lot of us folks came of age in a different world. We don’t understand the stuff our kids and grand kids are consuming. What is this shit? Uh…uh. No Way.
It’s the same old story updated for modern times. It’s still fast food, pharmaceuticals and Ford pickup trucks.
Arthur Rosch is a novelist, musician, photographer and poet. His works are funny, memorable and often compelling. One reviewer said “He’s wicked and feisty, but when he gets you by the guts, he never lets go.” Listeners to his music have compared him to Frank Zappa, Tom Waits, Randy Newman or Mose Allison. These comparisons are flattering but deceptive. Rosch is a stylist, a complete original. His material ranges from sly wit to gripping political commentary.
Arthur was born in the heart of Illinois and grew up in the western suburbs of St. Louis. In his teens he discovered his creative potential while hoping to please a girl. Though she left the scene, Arthur’s creativity stayed behind. In his early twenties he moved to San Francisco and took part in the thriving arts scene. His first literary sale was to Playboy Magazine. The piece went on to receive Playboy’s “Best Story of the Year” award. Arthur also has writing credits in Exquisite Corpse, Shutterbug, eDigital, and Cat Fancy Magazine. He has written five novels, a memoir and a large collection of poetry. His autobiographical novel, Confessions Of An Honest Man won the Honorable Mention award from Writer’s Digest in 2016.
More of his work can be found at www.artrosch.com
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