The Daily Dharma – October 19, 2021

Photo by Nathan Dumlao

Identification with Things

The people in the advertising industry know very well that in order to sell things that people don’t really need, they must convince them that those things will add something to how they see themselves or are seen by others; in other words, add something to their sense of self. They do this, for example, by telling you that you will stand out from the crowd by using this product and so by implication be more fully yourself. Or they may create an association in your mind between the product and a famous person, or a youthful, attractive, or happy-looking person. Even pictures of old or deceased celebrities in their prime work well for that purpose.

The unspoken assumption is that by buying this product, through some magical act of appropriation, you become like them, or rather the surface image of them. And so in many cases you are not buying a product but an “identity enhancer.” Designer labels are primarily collective identities that you buy into. They are expensive and therefore “exclusive.” If everybody could buy them, they would lose their psychological value and all you would be left with would be their material value, which likely amounts to a fraction of what you paid.

Eckhart Tolle
from A New Earth; Awakening to Your Life’s Purpose