Gad. I am old. And I don’t live in A Big City. And I don’t buy a lot of stuff. And I am good at hitting Mute when an ad comes on. Maybe Ad agencies and their clients can learn that spending ad money on me is a waste. Nah. But my frustration may be an opportunity to celebrate.
I bicycled across the US in 2000/2001. (Just Keep Pedaling) The Internet was young, or at least apparently so. There’s a whole lot of empty out there. I was fortunate enough to stay in a motel every night (though there were some worthy of a story). Rarely could I find an Internet terminal. Kiosks ruled, weren’t readily cleaned, and only were in about a quarter of the towns. Yet, I’d see ads on TV extolling the wonders of being able to search for the nearest restaurant and such. There wasn’t any need. Small towns were lucky to have one place to eat. Two places was a treat. There was no need to do a search and read reviews. My favorite was a place that had a readerboard for dozens of flavors of milkshakes. Cool. Give me a butterscotch one. After a few minutes they said they could do that, but only if I was okay with them using chocolate ice cream. The ads on TV didn’t meet the reality of small-town America.
Fast forward a decade or so and The Internet had become ‘the internet’. It and devices to access it were ubiquitous. That may not solve the ice cream problem, but email was probably easier.
Nowadays, people may not use a word like nowadays. Feeling older, yet again. (I was going to delete that sentence, but it captured a thought I may play with. BTW I heard of a friend’s child who got into trouble at school for taking notes in cursive. Cursive isn’t just not taught, it’s forbidden. Groan.)
Nowadays, ads show the wonders of travel to exotic places, fancy clothes, fine dining, and lots of sports. I live in an exotic location, from my perspective. Fancy clothes may suit others well, but clean clothes without holes work well for me. (Currently a T-shirt, sweatpants, and a fleece vest – all in black or dark blue.) Fine dining? The area is known for it, but my favorite two eateries aren’t restaurants. They’re the ribs place and the hot dog stand. The others emphasize ‘fine’ to the extent that they: 1) don’t serve local food, 2) complicate simple dishes to be unrecognizable, 3) take pride in ambience over service, 4) and generally forget that they’re ultimately feeding people, not putting on a show. Sports? They’re a multi-billion dollar industry, an industry built for spectators, not participants. Imagine A Big City deciding to decide to skip building A Professional Stadium and instead spending that much on playing fields, trails, and access to Nature. I am not a spectator. Life’s too short to spend it watching billionaires buy teams of millionaires who make money from thousandaires in stadiums paid for by everyone else. I’d rather hike, ski, bicycle, etc. I even prefer to dance rather than sit and listen to music.
But those things in the ads drive industries worth billions and also drive our consumer-centered economy.
Now, I see and hear ads for how AI is going to make life better. Ironically, I frequently see those ads during videos talking about the AI threat. AI will make work more efficient. AI will answer any question. AI will watch prices, schedule lives, and generally live part of peoples’ lives.
I write books. As a writer I know there is always a better writer, but I write so I can express myself.
I am a photographer. I capture images of reality, with barely any filters. The world is amazing. Why mess with that?
I speak, and consult, and help people. I like being personal and helping others realize how valuable they are. No AI required.
I’m coming off my spending spree that was enabled by selling my house. Lots of deferred purchases and services have been undeferred. It is a quieter time. I don’t need my life managed.
And, I mentioned that I’m old. Older people will argue that I’m not, but ads are aimed at young people, people less than 40; or rich spendy people at whatever age.
I’ve aged out of the ads, and live a simple enough life that much of the rest is meaningless, except as entertainment.
I see a society focussed on a variety of lives that have nothing to do with me. Sad for them. Good for me.
My life is not static. There are things I want to buy and do, but most of them aren’t advertised: a slightly larger house on my own arable acreage on the outskirts of town, better health (not the pharmaceuticals), an electric car or SUV (preferrably with a solid state battery, not available, yet), and I pause, and I pause. Most of what I want is local, made by locals, serviced by locals, and possibly made available by friends. Ads that target rich 35 year-olds who are image-obsessed consumers who watch without participating are the norm.
I’m glad I’m me. I am not perfect. My life has not been perfect, but it has been mine.
Here’s my familiar swing to frugality. I live what I consider to be a frugal life. Frugal for me is living a life by my values within my resources. For someone else, that may be a life with season tickets and fashion shows. For me, a frugal life can be a drive and a hike into Nature, and maybe a dance at night. Hot dogs and spare ribs are a bonus.
The world can seem that it is spinning off in directions that don’t make sense for me. I’m not going to chase it. Finding a life I want to live is off in a different direction, a road less traveled, perhaps. It doesn’t matter if it is a road that leads me to where I want to go (and is legal, of course.)
Now, if I could only get quicker at hitting Mute, because I also don’t want to send billion-dollar companies money simply to turn off obnoxious ads. I am getting better at hitting Off.



