I loathe advertising.
No, really. This is how advertising feels to me:
It’s not really my fault: I was raised by the Supreme Pontiff of Ad-Hating (that’s my dad) who banned any form of it in our house.
The show we were watching on TV got cut to commercials? You would hear a very loud “AAAD!”, then he’d leap towards the remote and change channels. More advertising there? Change again. Advertising everywhere? He’d cut the sound until it was over.
When we recorded films on VHS from TV, he would stop the recording right when the commercial break started, rewind just a bit, pause, forward frame by frame so that not a single bit of advertising was left on the tape, then press “record” again only when the film was back on. The tape would lose perhaps a few seconds of film from this live editing, but afterwards, we could enjoy the film without interruption. That was his little pride and joy: ‘Did you see how clean that cut was? No ads!’
He’s crazy, isn’t he? Well, I agree. But I’m also glad he is. In primary school, I already knew how manipulative the media are. My father’s craziness taught me very early how to keep a critical mind.
Sure, I was left out of some conversations during recess (‘Hey, did you see X ad on TV? It’s so funny!’), but I didn’t mind. Actually, I was quite proud to play the snobbish, mature person who knew better.
Even today… Sometimes, I have to print a train ticket I bought online, those awful, ad-plastered pages that could be just four lines of text and a QR code, but no! They have to offer you the best prices for hotels and 30% reductions on rental cars if you book it before 1 pm.
That is to say, they expect me to waste paper and ink for information I don’t need and didn’t ask for. Like that’s going to happen. So I open the PDF file in Photoshop, remove all ads and print only the ticket info. 5 minutes of my time spent, a lot of stupid pride satisfied.
This was a very long introduction. But now that you realise how crazy I am, you might understand how hard being a jewellery designer with an online shop can be on a daily basis.
Basically, when I launched my shop, this mental process occured:
‘I have nice stuff to sell. Okay, my shop is open now. Hm, no views. Yes, well, of course, people don’t know about my shop yet. Okay, I have to let them know. How…?
Please note that I don’t have anything against commerce. I buy stuff, I sell stuff, it’s a cool interaction between human beings.
But my heart breaks a little every single time I tweet, share, like, pin, or anything else I do to promote my products. Because I feel like this:
I am a monster.