Today's Ramble - 10/16/06

Fortunately for my own happiness, I do not watch much TV. This weekend, I did spend some time watching a football game. One of the program sponsors was Cadillac. I was blown away by the bravado of the luxury car company's new slogan - "Life, Liberty, and the Pursuit". This is clearly a reference from our country's Declaration of Independence. As well, it implies that owning a Cadillac is part of the American dream. Whether it was intentional or not, this advertising slogan is dripping with irony. The "pursuit", in this case, is not specified by an affiliation with happiness. Instead, it is left hanging. The implication is that pursuit of the American dream includes owning a Cadillac. The irony is that it is the pursuit of happiness through material means that is fleeting. The more we possess, the more that we are dissatisfied with what we possess. Owning a Cadillac will make us happy for a short time. But, in fact (Hedonic Adaptation), it will not keep us happy. We will need to buy another Cadillac soon..and another...and another...and another. A brilliant ad campaign. But, one that is completely devoid of respect for the well being of humankind.