Buy a MacBook - become smarter than the surrounding

Hello! With the onset of the mid days of Autumn, we don't want to work and sunny weather is only the desire to take a walk, but every time overpower yourself, the more that is around a lot of events. To show the mood, let me give you a commercial, I think it perfectly conveys the entire range of emotions.

But on the other hand, against the background of traditional and different reports of the last week I was most concerned by the question of the cereal that is in the minds of some people. I'm always shocked how people can turn their heads in the collection of stereotypes and warehouse forgotten, and besides, erroneous ideas. I want to devote the bulk of production to this issue.

As things are transforming people - pure materialism

I grew up in the Soviet Union, where they all had about the same features. When there was a boom in the U.S. running shoe, the Soviet Union appeared little blue Adidas, which purchased because of the inability of light industry produce similar shoes. First blue sneakers with stripes appeared in 1979, just before the Olympics-80. It was said that the shoes were also planning to distribute to our troops in Afghanistan, but the officers to buy their own or choose other shoes. Already in the 90's on one of the closed Soviet enterprises I came across the shoes that look just like those Adidas, but made in the protective coloring - was not launched in a series of projects for the Army.

In the country of the winning gap sneakers were in favor, they are expensive cost, they can not be bought. My uncle brought me the first of my life running shoes in the second grade, it was the Danish Ecco from Copenhagen. For me it was not a fashionable thing, and sports shoes. What I could think at that age, just not about fashion or the availability of this type of footwear. At the first gym class one of my classmates dropped a phrase: "He put on shoes - do you think was the man?" The phrase to remember, though at the time I did not attach a value to it, ignored as something that has no relation to me. Curiously, the children saying my classmate accurately reflects the adult world in which we all live. Here, not only clothes, but also electronics begins to play the role of a certain social identity "friend or foe".

Which machines go people you? What time on their hands? Where they choose to spend your vacation? In what places go? Answers to these questions accurately describe what social group to which you belong. Electronics manufacturers tend to consider the difference between the income and the perception of the audience to offer different techniques. But, like in cars, variety - a relative thing, as such little choice, he described the brand, the price, a certain ideology that is behind each brand. For example, the phones have a choice between the Apple iPhone, as well as a variety of models on the Android, all other alternatives are playing the role of the residual, are offered to marginalized groups (in which there is nothing offensive, they just are not mass).

But this phenomenon is nothing new, as the stratification of society existed in all ages, as well as the difference between the products. The perception of a chosen one or another individual, based on the consumption of certain types of goods, also not new, it's kind of a pleasant delusion. 

 But with the development of electronics was other kind of self-deception that are happy to indulge buyers - it is believed that buying a powerful computer, you become smarter. Acquiring professional SLR camera, you suddenly gains the ability to create, and so on. We, unlike our ancestors walked on the path of self-deception or fool their loved ones, and then it does not matter who is the first to open a Pandora's box. Rather, it is important that it is now virtually every respect, and we live in stereotypes, which can escape from the unit.

Let us remember the already classic advertising campaign Apple - Think Different (think differently). It originated in 1997 as a response to the slogan IBM - Think, in the video shown geniuses and heroes from different times caused people to compare yourself to them.

What was the subtext in this ad? If the IBM PC promoted as a means for those who are willing and able to think, then Apple went further, they said - think differently, do it as the best representatives of humanity. And, of course, immediately showed their computers. Little difference in the context of our discussion between IBM and Apple not only the implementation differs. In both cases, the companies promoted their computers, touting them. If in possession of IBM computers are considered necessary for the modern man who thinks, then Apple also gave examples of heroes. Although the basic idea was exactly the same.

Of course, the idea that computers make us think there is something fair. To master the computer, you have to put some effort, which is capable of both the child and adult - only a matter of desire. But let's ask another question - does that make you smarter computer? Does the fact of having a computer you have more than a clever man, expands your PC power of your brain?

Do not respond quickly. Think about it. Does your mind on how you use your computer. For example, if the Nobel Prize for Literature gaining their texts on iMac, then you will do if the possession of such a computer a bit like him? The obvious answer - no.

I'll try to move away from the topic of computers and all devices to search the analogy in the history of mankind, which is well illustrate my next point. Turn to the book of Richard Feynman "Of course you're joking, Mr. Feynman", which tells the story of an American physicist, cargo cult. These cults have appeared in the Pacific Islands during the Second World War, the islanders almost faced with Western culture and civilization.  

The war, which came to the island and brought them to a huge number of changes, but the main thing was that there were airfields, which brought the aircraft cargo (cargo) - clothes, food, weapons. Imagine that it is not spoiled by creature comforts islanders have jumped immediately to the Western civilization, have tried their products, but did not change his mind. When the war ended, and airfields were deserted, the islanders created a cult-cargo. They began to build runways, radio towers, the planes of wood to simulate the actions of ground services. So the islanders beckon planes so they brought their goods. In the next fifty years, almost all cargo cults have disappeared, in the absence of cargo people lost faith in the fact that their actions bring tangible results.

In consumption of electronic devices we dealt with the formation of cargo-cult, which has spread across the planet. Most succeeded in it by Apple. If Melanesians beckon airplanes, building them up and runways, the modern consumer phones, computers and laptops makes the device on the basis of what kind of halo around it, which is created in the image of those who use such a device. The classical scheme - not to be, and to appear. In some countries, as in Russia, it is shown very strongly, some less, but the disease is subject to the whole world. And as part of the cult of the electronic cargo selection device often means choosing the head that his brains are expanding (in the case of the computer.)

Do not believe me? Read the comments on the article about Instagram, which I dared to express the banal, in my opinion, the idea - not the technique makes the artist, a man of taste uses the technique - masterpieces can be created without using the newest technology. They certainly expand opportunities for creativity, but not render a creator. Substitution of concepts going on here - many, buying a good camera, optics, suddenly begin to think that they can take pictures and see the beauty. Multiplying colorful pictures, they do not invest in them any ideas. As well as many contemporary artists, rejecting external beauty and promoting the idea of ​​confusing without bringing anything to the world. All need a balance.

In people's minds, to comment so that article, having a good camera automatically means that they are able to create. I'd venture that for them also no doubt about the "fact" that the presence of a certain brand of computer speaks well of their mental abilities.Another fact to the collection - the majority of sports cars owners believe that they are well-drive cars (an error of judgment, but it is very common). Few people buy a sports car for you to admit that leads to an average level. It's more evidence to the contrary and self, who gladly supported by manufacturers of such vehicles. Advertising shouts that sitting behind the wheel of such a car, you feel like a racer such and such. Comes to mind slogan "Feel Schumacher." Typing a phrase into a search engine, I see that not alone in stereotypical thinking. To good to drive, it is necessary to learn it. It is not only the number of hours spent behind the wheel, but the tracks on which coaches can show how different settings can operate the machine. With the purchase of even the best and the tech car you get skills for management-level professional rider. Do not believe advertising. As well as buying at the end of the 1990s, computer Apple, you do not become like those heroes of our time, that showed in advertising Think Different.

In general, advertisers have taken a great interest the creation of imaginary values, which have nothing to do with reality. It's a shame that people are happy to consume cranberries this and wonder if the promise is simply not true. It is also a psychological feature of human consciousness. An example from the recent past - is advertising sneakers Skechers Shape-Ups. The ad promised that without making any effort, everyone lose weight, strengthen your leg muscles. Simply go to these wonderful shoes.

In May 2012, the U.S. Federal Trade Commission issued a penalty for deliberate deception of buyers, the total amount of the fine to the company - $ 40 million.

Can we call such wonder buyers sneaker stupid? I think not, as they are - a product of our time. We've learned that we promise the impossible, and often common sense fails. Therefore, there are creators with good cameras for which the picture clarity and the number of megapixels is directly proportional to creativity. It's the stereotypes that are implanted in one way or another in most of the advertising garbage from different companies. Buy such a computer - for the better and smarter.

Substitution of concepts. You can buy a computer for a couple of minutes. But take the time to their education, the study of science, and so on - is not a matter of hours or even days, months and years. The hard way. It is much easier to spend money on technology toy that turns you into a different person. In your clever copy. In any case, many hope that it shows your mind is in the eyes of others. But it is not. Meet on clothes, and escorted to the mind. This proverb perfectly describes what electronic device - a tool that would be good also to learn to use.

To choose the devices that fit you and your lifestyle, not expecting that they suddenly turn you into a singer or composer. Do you want to last another example exactly the same deception that is imposed in the culture and actively promoted? Program Songify, it read out the text you into a sort of "song." Do not know how to sing? It does not matter. Need not and should not learn. This program will be able to do everything for you. I am sure that there will be many more such programs to be implemented in more qualitative level. Popular culture today is spreading the ideals diametrically opposed to hard work and training, promotes the easy achievement of goals through various crutches. The only problem is that these crutches allow you to achieve a certain level of zero.But then - the ceiling, where it is impossible to jump, because it needs to learn. The only question is, what do you choose - crutches or a slow study of the question, which ultimately will be successful in a particular field.