"And mommy will allot 25% more pocket money!" excitedly shouts a kid on radio as part of an advertisement of a toiletry which is offering 25% more.
Aren't we all drawn towards excess? MORE, LARGE, EXTRA, BONUS all these are manna. Fatter pay check, a bigger car, a luxurious home....
Image from www.explodingdog.com/drawing
"Hmm, I thought I would be paid more. Would I be entitled for joining bonus?" are the questions put forth by the candidate; completely forgetting how average his interview performance was.
Look at the simple things around you; a regular coffee is mixed with a dash of orange essence and its now an exotic orange coffee; a dollop of ice cream, some chocolate sauce and you get that enticing cold coffee full blast with coffee beans as garnish. Your humble pizza has the exotic toppings of your choice; the more humbler dosa comes with fancier toppings; from meat to sea food. A katee roll has all sorts of bizarre filling and top on; extra cheese, choice of sauce.
Not just food; just roam around the malls that have cropped up in your cities; the sleazy brands, the variety of choices. Its all at your disposal. The cities are getting bigger, the buildings higher; whether you can afford them or not is secondary. Townships are a city in itself; just having everything about - hospitals, schools, malls, parks. Your humble work space which just had a wooden chair and a table now has food court, gym, creche, play arena, libraries. Airports are like townships offering from bars and lounges to shopping centers.
Watch a movie; they show marriages in London and vacation in the Bahamas. The more the merrier; the bigger the better. Cell phones have music players and camera in them; they come with multiple sim facility, ipods have wi-fi and bluetooth facility. They offer so many features that it will take your lifetime to learn using them. A book store does not offer only books; a music store doesn't sell only music, a fruit shop doesn't sell just fruits.....
Its the era of excess and who but the Americans know it better. Their lavish and extravagant lifestyle; its a nation that lives luxurious and flaunts flamboyancy; which consumes more than any other country. Just imagine if there was one more America!! We are doomed.
One could say its the choice. Choice everywhere. The kids in today's household decide which brand of soap to buy; which plasma TV gives a better clarity and what color of car to buy. Are we spoilt for choices; with choices? Yes. But does it offer a BETTER option or makes things more complicated for us?
Isn't that we have made our most basic needs complex? I get reminded of an advertisement of a large choice of life insurance policy to choose from. Kids run towards a Gola cart and they choose from the range of flavor available; while one kid keeps wondering what to choose from. And then they offer assistance to choose what suits you best. We have so many choices that we need assistance ship to choose. How funny!!
Our expectations rise; we push ourselves to meet those expectations; killing ourselves. Probably the only thing that says less is more is Kareena's size zero!!!