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1、Spendorsave-Thestudent'sdilemma1 Doyoufeelasconfusedand manipulated asIdowiththisquestion,"ShouldIspendorshouldIsave?" Ithinkthatthemessageswegetfromourenvironmentseemto defy commonsenseand contradict eachother. Thegovernmenttellsustospendorwe'llnevergetoutofthe recession. Atthesametime,theytel
2、lusthatunlesswesavemore,ourcountryisin grave danger. Banksofferhigherinterestratessoweincreasesavings. Thenthesamebankssenduscreditcardofferssowecanspendmore.2 Here'sanotherfamiliarexample:Ifwedon'tpayourcreditcardbillontime,wegetdemanding, nasty emailsfromthecreditcardcompanysayingsomethinglik
3、e:"Yourfailuretopayisunacceptable.Payimmediatelyoryou'llbeintrouble!" Then,assoonaswepay,wegetafollow-upemailinacharming tone tellingushowvaluableacustomerweareandencouragingusto resume spending.Which depiction iscorrect:afailingconsumerintroubleoravaluedcustomer? The gap betweenthesetwomessage
4、sisenormous.3 The paradox isthateverydaywegettwosetsofmessagesat odds witheachother. Oneisthe"permissive" perspective,"Buy,spend,getitnow.Youneedthis!" Theotherwecouldcallan "upright" message,which urges us,"Workhardandsave. Suspend yourdesires.Avoidluxuries.Controlyour appetite formorethanyout
5、rulyneed." Thismessagecomestousfrommanysources:fromschool,fromparents,evenfrompoliticalfiguresreferringto"traditionalvalues". Hardwork,familyloyalty,andthecapacitytopostponedesiresarecoreAmericanvaluesthathavemadeourcountrygreat.4 Buttheoppositemessage,advertising'spermissivemessage,isinescapab
6、le. Thoughsometimes disguised,themessagesareeverywherewelook:onTV,inmoviesonprintedmediaandroadsigns,instores,andonbusses,trainsandsubways. Advertisementsinvade ourdailylives. Weareconstantlysurroundedbythemessagetospend,spend,spend. Someonerecentlysaid,"Theonlytimeyoucanescapeadvertisingiswhen
7、you'reinyourbedasleep!"5 It'sbeencalculatedthatbytheageof18,theaverageAmericanwillhaveseen600,000ads;bytheageof40,thetotalisalmostonemillion. Eachadvertisementisdoingits utmost toinfluenceourdiversebuyingdecisions,fromthebreakfast
