Commercial TV — and what is behind

One of the biggest lies about commercial television is that we have access to its service for free. Just because one does not have to pay a subscription fee, it is not free. In fact, there is a rather severe and much higher price it requires; the consciousness. And the viewer is paying this price while he is watching commercials and is affected by the sneaky brainwashing. Advertisement trades with your decisions. This trading is the colonization of mind which we can say is a new continent discovered in the 20th century, and according to marketing departures should be colonized just like America was. This entire process is embodied in modern marketing.

We are not obliged but socialized to watch commercials from our very early age. As dystopian as it sounds we do not watch them because some “Advertising Authority” would come over to our house to punish us otherwise, rather because we are not aware enough or not sufficiently responsible for our own mind. The reason why you cannot ‘unwatch’ these commercials is because it is not you who is watching them but they are watching you.

There is a ‘little me’ in all of us - our subconscious — that adopts commercials even if we decided not to. These ads will not communicate with our conscious mind that may already know and recognize the patterns and approach but the subconscious that we often leave defensless against the effects coming towards us while we are being entertained. An advertisement does not want to convince you of anything nowadays, nor inform you about news as it is not mean of public service. However, it functions as a tyranny or an institution that soon we will think about exactly the same way how we think about the times when child labor was general and legal, or the countries where it still is or the institution of slavery, which is pure barbarism. Child labor is barbarism and so is advertising today. We need to protect our consciousness just like we would protect our children and for one set up a strong ethical code for the production of advertisements.

The whole process seems to be more complex than we would think: commercials challenge the mind itself but they affect our decisions through our unconscious — in relation to decisions that are not conscious enough, therefore we listen to our unconscious. The advertising is intended to build confidence in us at the expense of the other products but this intention is not even slightly intellectual nor rational. It is not like they are trying to tell us that one washing powder is better than the other. The advertisement does not want to convince us of anything like that. It only wants a logo, a slogan, a nice jingle, a familiar melody and a harmonic system of circumstances to be embed in our unconscious and it wants to connect that logo, slogan, color scheme, and tune to a pleasant association by attacking simultaneously through our senses; musicality, visuality, sexuality, or even our intellect. When it comes to intellect we are not talking about the part of the brain that is rational, but the one that understands poetry and language harmony. The one that seeks aestehitcs and pleasure.

So in general, we can say it affects many senses. However, advertisement does not want anything from us here and now but it implants its meme in our mind to make the product familiar for us, so we can recognize it when we are standing in front of the shelves at the supermarket and other stores. We will find these memes on packages and match them to certain items from the shelves.

In 90% of the case of a product spectrum, an advertisement does not serve the function of a fierce competition in order to ensure a competitive advantage to certain companies while other companies lag behind. That is a blatant lie! Advertising means the division of the market — most of the time on a completely equal basis. For example, there are three important companies that divide market into three equal parts — one third for each, and the displacement of all the other companies is their common goal. I think that is what we can call a hidden cartel.

The other big lie is that commercials serve TV shows and are for the TV programs. If you ask people who work at commercial TV channels why there is advertising on TV, they will say, “We have to broadcast programs that we cannot afford other way because they are not free. We must fund TV shows that we broadcast to entertain you.” This lie, in fact, is the opposite: TV programs serve commercials. A TV commercial is not for keeping you entertained but to wash your brain, while TV shows are only required to keep you there in front of the telly screen between two commercial spots. This also includes the answer to the question why we have filth, rubbish, crap-quality TV shows on commercial channels. The reason is to make you even less conscious when the commercials are coming. The purpose and function of the TV show between two advertising blocks is to push the threshold of your inclusion lower, lower and lower, so you become less critical towards commercials. All of this happens because it is good for sales, it is a part of the “know-how” because a show that is awful is also a part of the commercial operation of Marketing. The show has to adapt to standards of advertising because advertising is their goal, and the TV show is an instrument for this goal… not the other way! Advertisement is the lowest known standard today.

All those commercials you have ever seen in your life are one single commercial actually - they are just specialized in different products. Commercial has only one message and that is consumption = happiness. The accumulation of material goods will make you a happier person, maybe a better self of you, and this is what advertisements advertise to you. In this way, BMW is slightly advertising Opel as well, and Persil is slightly advertising OMO, too when they get in touch with you.

Commercial television is basically advertisement oriented, because commercials communicate with the material part of you. This is the mortal part of the human being that comes in focus. It is the part of a mortal person who fears death. You are filled with this fear and in order to hide from it, you turn towards consumption because as long as you accumulate, consume, buy and own goods, you feel that you are alive, you grow, you are better and you can incline in your own existence. You buy yourself a fancy watch, a designer dress, an expensive car, the latest version of a mobile phone, thus you carry more weight and it results in a deeper footprint that your existence leaves. If your goods are stolen, you feel less, therefore you are pulled closer to death and destruction. All that you buy, eat, wear and drive today will make you a bit more immortal. Alas, this is not true. Only a temporary illusion to a problem that has slowly become a public disease : anxiety. This overwhelming, stressful feeling is based on our fears that we are constantly trying to resolve with infinite consumption, and advertisement adds up to that by strengthening our basic instincts.

The point is that TV programs will be aligned to standards of advertising, therefore, these two can form an institutional system of commercial television, which is practically brainwashing with advertisement. It does not even matter if you are watching an advertisement or a TV program because they are similarly below the critical point. Could anybody say that Dr. Phil, Ugly Betty, American Idol, The Bachelor(ette) — to highlight a few from the endless sea of junk, or any wrestling show is of a higher standard than commercials?

The world has always worked by pushing down the critical threshold and searching for the lowest common denominator. The human mind works like water; it flows towards lower resistance. If the standard is getting lower and lower in small steps, let’s say in every six months we can observe a decline, a whole civilization could be virtually destroyed within a decade. What I am talking about is we spend money on education, while everything we have already built up is dying right before our own eyes. What we improve and create during the days in education, we destroy at night with the help of commercial television and we provide frequency to access this destructive machine.

We must stand up and say: the human mind is not a colony. It is not oil, nor any kind of mineral resource, which can be exploited if you buy the right licenses. First, we have to understand that advertising is not a business issue but a human rights issue. If this is globally accepted, we can confidently fight for the right to our consciousness. I have a right to my mind! Say it. Say it to yourself now. Just as I have a right to my decisions in terms of consumption and also to the cultural context in which I want to live my life. And I will not let my mind to become an instrument or an asset of greedy billionaire psychopaths.

What can we do about this? I believe in television and I believe that it can be used for many good things. I think that television is an amazing invention that can improve our lives and it is indeed a great achievement of civilization. What is cursed about it is the despicable commercial television that must be wiped out. I think that watching television has also a bright and a dark side. The dark side is commercial TV and the bright side is cable, satellite television or Netflix, Hulu, Amazon. Choose one.
When did we sign a contract that TV and commercial go together? I think they do not have anything to do with one another. Paying for TV channels is a fair deal. I would go as far as to say, it is a hundred times better thing than letting our mind filled with bullshit. There are many great premium channels and platforms you can choose from e.g. HBO, Netflix etc.

This business model is not dying but soaring. For example, HBO produces series and movies while their business plan was absolutely not about producing films when the network was founded. Today their capital is so huge that they produce their own movies and TV shows that they broadcast and frankly, those are one of the best and highest quality programmes on TV.

This war is not for us but for our children to win. We will not experience this change so directly. Commercial television and advertising are not as strong amongst younger generations as they were in older ones, and also smart TVs can filter advertising by now. As for smart TV, though; I think it isnot the best solution yet. The way it works is still not like a high-level television experience. Just think about what is happening: you are watching a TV show and when a commercial comes, your TV automatically switches to another channel where there is no advertisement on, and so you are watching another random show while the previous channel has commercials on.

What quality of life and what quality of entertainment it is when what you watch –series, quiz show etc., depends on whether you have advertisement running on a channel or not? I do not want to live like that.

The importance is that the time of advertisement is over.

Today’s generations are no longer under the influence of commercials like the previous ones were but unfortunately, the last 17 years happened. If these frequencies had been allocated only 20 years later, we would be living in a different country…a far better place. I believe that self-defense cannot be left to the individual only. It must be organized from above with a plan to implement. This means that television channels should be financed by states but not used as propaganda or by useres. If they will not then no one will, and then it is financed by companies and we get hundreds of thousands of commercials.

There is no free lunch. Let’s say states decide to abolish commercial television and introduce a compulsory subscription for TV, so every household will have the inalienable right to get five channels chosen from hundreds of channels. A month passes and you want to switch to another channel, so you unsubscribe one and get another one. If five are not enough, you pay for more, and you get as many as you wish depending on the money you are willing to pay for it. And month after month, you can even fully change your own TV portfolio. I believe both commercial contents and the worthless TV shows would be completely eliminated in a real — in its very traditional sense — competition within 5–10 years.

Yes, it would cost a lot but we cannot think of everything in such a material way. Yes, it would probably be an additional tax burden, but the television will be financed anyway by someone; either companies or us. I say it is better and safer if we take this in our own hands because if you do not pay for it, it will be their content but if you pay for it, it will be yours.




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Zitah Luca Cs.

Zitah Luca Cs.

my shared thoughts

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