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The Sun’s gone in…

100_1032_2 …it’s cool for a change so I should be happy shouldn’t I?

Happiness is everywhere, it’s easy to find and it’s a perfectly normal state for the human condition isn’t it? You only only have to look at the optimism in some of the coolest brands around, or see the bookshelves crammed with self help books to believe that if you’re not entirely happy, there must be something wrong with you.

In this article, Adam Phillips argues that a society this obsessed with happiness must really be in despair. Take it with a pinch of salt since, as a psychoanalyst, he has a vested interest in people being miserable, but I like his idea that we should be more realistic and learn to relish the challenge, that we should learn to love the journey as much as arriving.

I also like the thought of us all with a desire flaw-  our desires are insatiable. That’s why the breadth of choice described in The Long Tail is worrying, with infinite options you get infinite appetites.

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3 responses to “The Sun’s gone in…”

  1. jamesb Avatar
    jamesb

    nice!
    well, at least marketing doesn’t have to worry too much about presenting the problem – solution in one piece of activity. the problems are everywhere… and taken-for-granted.
    i’d like to see a brand wallow in some negative emotion, perhaps as some form of empathy. the kind of “why everything is so shit?” – “yeah, why is everything so shit?” – fucking rubbish, all of it. and buying this won’t help you at all. not one bit.

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  2. Andrew Avatar
    Andrew

    James I like this train of thought.Why do so many brands believe in happy endings – what’s wrong with showing some reality for a change. Soaps are grittier than ever, shoe gazing music sells millions, so why can’t stuff be more realistic? Im liked Rob’s comments on First Direct working this way -“We know we’re all crap, so we just trying to be a bit better”.
    On the other hand, why can’t we celebrate more ordinary attainable things? Oh yeah, Russell thought of that first as usual…

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  3. Rob Mortimer Avatar
    Rob Mortimer

    Actually it was Direct Line, but thanks 🙂
    I think people see through fake happiness. Look (interestingly enough) at the Coke ads from a few years ago…

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