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Do newspapers, magazines, television, radio, movies, the Internet, and other media determine what is important to most people?

Nowadays, advertisements are absolutely everywhere: the movie theater previews, the billboards on the freeway, and even the posters that decorate the walls of our schools, promoting clubs, charities, events, our school’s “politicians”. Everywhere we go, we are bombarded with these subtle ads that slightly warp our perceptions each and every time we see them. We may listen to the radio while in the car, and logically, if we hear a Pepsi commercial, we are not going to be tempted to go out and buy a Coke. We pay attention to the brands of clothes that are sending us spam e-mails, or the five-star luxury SUVs that are seducing us through the TV.

The other day I was buying makeup from my favorite store Sephora, and I get to the mascara aisle, and there are literally forty choices. And then, in the midst of my extreme confusion, I see a brand that I recognize from a popular commercial, one that tempts us with long-lashed models and unusually flake-free lashes that were undoubtedly applied by makeup artists. I grab this brand, and rush to the check-out counter. With every product that we see advertisements for, there are hundreds or possibly thousands of similar products on the market; yet we are more inclined to buy the items that we are constantly seeing ads for, because subconsciously, I believe that we go for the exaggerated qualities we see through ads. Realistically, most people who shop for clothes don’t walk into the mall, completely unaware of what store they are going to frequent. We develop our tastes around what we find attractive, alluring, ideal: and don’t those three terms describe advertisers main purpose while promoting that beer on TV, or that singer on the radio?

This past month, I have seen more charities dedicated to the Haiti disaster than I’ve ever seen dedicated to a single cause in my life. We look at the starvation and disease that is running rampant through these recently homeless communities, but what about the scores of small towns that have been suffering this devastation so frequently that it is now incorporated into their lifestyles? We have watched the 24/7 news coverage on Haiti, read heart-wrenching stories in the paper, and because this tragedy has been forced into our own lives so completely, we donate, and we stay connected, interested. And when another disaster strikes, Haiti, very much in need, will be put on the back-burner because it is simply old news: we will not hear about it as much, they will attract less support and less money, and they will stray further from our thoughts.

Let’s face it: word of mouth is not as powerful as it used to be. I found out about Michael Jackson’s death through a Facebook status update. I know when Jack in the Box’s tacos are suddenly $1.29, because commercials tell me so all of the time. And I know what show to watch on a Monday night because a radio duo dedicated ten minutes of air time to Tinley vs. Vienna. Humans, in this respect, are not complicated people: show us a product, a cause, a famous person associated with positive or negative connotations and we are instantly going to form an opinion that has been tainted with the opinions of those who endorse a product, or spread false rumors about a celebrity. Are we really thinking for ourselves if, before we are given a chance to truly consider whether we need endless soup, salad, and breadsticks, we are foaming at the mouth after seeing savory dishes, and slashed prices?