James B. Twitchell/ "What We Are to Advertisers"

We all consume, some of us more than others. American culture can easily be seen as the epitome of consumerism, and Mr. Twitchell demonstrates how we are viewed by those who wish to sell us. I was slightly surprised Twitchell didn’t go all out and compare consumerism to all of the Wild Kingdom. “Birds of a feather flock together,” Twitchell uses this common mannerism as if birds can easily be baited into developing a habit, continually coming back to a source for more. This vision he plants with animal characteristics, was a wonder to me that he did not come out and call advertisers vultures or some other raptor. They circle their prey, using groups like the “SRI” to collect data and f ind out more about their victims. When they are ready they swoop.

I enjoyed Twichell’s breakdown of consumers, from “Actualizers who essential know the difference between need and want. And Strugglers who have next to nothing, and have a long ways to go, if they manage to get out of the cycle of poverty. Whilst breaking each group down Twitchell pays homage to most everyone’s status symbol, the car. When one looks at another’s car, one typically automatically sizes them up based on today’s status symbol. From the dents on the outside, the cleanliness inside, the sound system, the rims, and most of all the make and model of the vehicle. Whether it’s a fully restored 1963 fire engine red Stingray Corvette, a BMW, a Mercedes, souped up Honda Civic, or a plain clunker, though shall be judged. As I was stating, it’s a status symbol that people base what kind of person you are, what kind of money you have, and how you fit into today’s society. Because it is such a huge status symbol, its no wonder that vehicles are one of the most prevalent, and largest marketing enterprises globally. In Bellingham we have almost an entire road dedicated to the sale of cars.

As I scramble to organize my thoughts after another exhausting week, one realizes that consumerism is in large part about what we have. Its either who has the biggest, strongest, fastest, or sleekest, trimmest and sexiest. That’s a whole lot of est. “Strugglers” struck me as wannabe’s that just want to make it into that group that have all those things. They want the look at least while they work their way up “even leasing a BMW” as Twitchell puts it. This would be a key group for advertisers who obviously want to focus on the materialistic group that always wants more than they have. In contrast “Actualizers” appear to be the level headed individuals who know the difference between a want and a need. They have no desire to run out and buy the best, because they are comfortable where they are. When they do go get the best it will be on their time.

Dave Ramsey is one of my financial influences. He is a Christian Author, Talk Show Host, and TV Personnel. His gig is finance, and having been a millionaire twice in his life, he has a good idea of both extremities of “Struggler” and “Actualizer.” But to paraphrase what he is all about, knowing the difference between a need and a want is key. “Live now like no one else so that later you can live like no one else.” His push is for retirement. If one saves and is intelligent with their money they can retire someday with a healthy sum and live the life of an “Actualizer.”