Bigger. Faster. Louder. MORE!
This summer I went camping in the Inyo National Forest at the base of Mount Whitney. I was looking forward to getting away, pitching a tent, roasting something on an open fire. My site was in upper Grays Meadow. It looked nice on the map – only a short walk to the stream, and near the bathrooms with flushing toilets.
To get there I drove through the city and then the valley, and as the spider-veined highways fell from my rearview, the noise of habitation gave way to remote silence. I found myself marveling at the High Sierras and understanding for the first time where “purple mountain majesty” comes from. And I noticed something. Billboard advertisements. They’d crop up as I neared a big town or a highway interchange, stacked on top of each other and clamoring for my attention. Promises and guarantees called to me. New cars, new houses, a whole new life of golfing luxury and botox. There was so much to read and see and do that the mountains in the background seemed dull by comparison. They weren’t asking anything of me. They weren’t making sales pitches. With glossy photos, words, logos, colorful swirls, and really good copy to compete with, how could purple mountain majesty be anything other than landscape filler?
That’s when the game started. Could I NOT look at anything man-made for the rest of the drive?
It’s harder than you think.
Full stop. Non sequitar.
Summers at Venice Beach are like rock concerts – a thousand sweaty bodies all crammed together at the edge of the stage. On some days, the stretch of umbrellas can be a mile-long mosaic of primary colors. Each with a slight scent of coconut oil sizzling underneath. And on those days, a steady stream of twin engine airplanes float along the horizon with long trails of banner ads behind them. Just when you thought you could get away from being sold, the sell comes to you.
And so my game continued. Can I NOT look at any of them?
I’ve become advertisement averse. I don’t want to look anymore. Studies show that as the outlets for advertising become increasingly more plentiful, the ads themselves become less effective. So they have to be Louder, Bigger, Faster, MORE!
Have you seen the digital billboards? I won’t look at those either. Must every urban area in America become like Times Square? I love Times Square. As long as it stays in Times Square. But when it starts happening on Sunset Boulevard, and then Santa Monica Boulevard, and then at the corner of Olympic and Bundy for God’s sake, it’s simply too much. And I refuse to look. That’s my protest. I would like to render them useless. This is me, sticking my fingers in my ears and squeezing my eyes shut.
So there!
As for Grays Meadow, it was hotter than hell in June, and then as soon as the sun disappeared, the raging wind started. It threatened the well-sewn seams of my new REI Hobitat (available at a local retail store or online for only $269, footprint not included). But no one tried to sell me anything out there. The ants didn’t walk by waving flags with recognizable logos. The bears didn’t come offering items for product placement. I was simply alone with the twinkling stars and the howling wind… trying to get some sleep.


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