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The last few generations have been sold a commercial advertiser’s dream. We now value brand names, and we advertise those brand names even on the clothes we wear, or the accessories we carry, whilst paying excessively for the so-called privilege. We value gimmickry, such as the smaller the gadget, the more exclusive. The wealthier sounding a business or educational name, the more prestige. And even the commercial name association with sports is somehow supposed to confer glamour, exclusivity, power and potency. The endorsements of the stars to particular products are also supposed to be related to their success. However the commercialisation by businesses of the hard work of human beings, has become a parasite on their successful endeavours.

© Aaron John Beth’el

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