Balancing pleasure.

Freud distinguishes between two main principles: the pleasure principle and the reality principle. The first concept describes a search for all things pleasant and an avoidance of pain, which drives us to do whatever makes us feel good. The counterpart to this is the reality principle, which puts duty before pleasure. Culture obeys economic mental necessity, as it expected to take away from sexuality a large part of the mental energy needed for its own consumption. For Freud, culture does not mean intellectual training or illustration; rather it is a set of rules restricting the human, sexual or aggressive impulses required to maintain social order. There are thousands of positive values in the cultural world, such as the mass coexistence of multiple social relations or the production and enjoyment of art, yet these same values come from sublimation and, more generally, from a refusal to satisfy the libidinous desires that always cause an indefinite concern. A relationship can be established between guilt and the progress of culture: both increase in the same direction. The statement is inevitable; the more guilt progresses, the less happy man will be. The relationship between the pleasure principle and the reality principle is formed through a mental process known as sublimation, in which unsatisfied desires reconvert this energy into something useful or productive. Taking sexual desire as an example, as putting this into continual practice would mean an abandonment of other productive activities (work, art etc.), man sublimates his desires and uses his energy to perform other actions (sport, reading, playing). According to Freud, without sublimation of sexual desires, civilization would not exist. Through this defense mechanism, the ego unconsciously and involuntarily directs the mental energy associated with a desire or unacceptable idealization to activities that are uncensored by its moral conscience. For Freud, activities that are highly valued by society, such as science, art and religion, are often a consequence of sublimation of underlying and unacceptable interests and passions. Nevertheless, sublimation does not eliminate sexual desires. If these sexual desires are not satisfied, they become repressed in the mind known as the unconsciousness, which is by definition the part of the mind that is inaccessible to our conscious thought and brings together all the repressed desires and impulses.
In conclusion, people have been functioning this way since the beginning of humankind and will continue to work basically the same way with only one constant change; the scenario.

Embraceourmadness.

Another thought

"The obscure we see eventually. The completely obvious, it seems, takes longer."

Super Stereotyped Bowl..

We are now living in a world in which society and media impact our decisions without even knowing it. In the early years parents raised their children within their beliefs and supervised everything they did; where they go and knew who their friends were. Now, children are being raised by media, and that is a big issue in society everywhere.

Psychological issues in young adultes are increasing very rapidly being rudeness a neurotoxin just the tip of the iceberg. Now, many children and teenagers are being subjected to a big deal of pressure just to “fit in”. Everyday in school kids are being bullied and treated in a very rude way and the most saddening part is that parents oftenly don´t even know it.

Media is also carrying a huge responsability within this issue, because now a days we are consumed by all the pressure to be part of those stereotypes they show us. For example, being beautiful (with their idea of what is beautiful) , being super thin, driving a nice car, being rich, etc.

So this goes both ways, we can´t always blame the media for inserting “bad” ideas to us, advertising has always been in the business. Yes, parents need to be more careful with their kids, having more communication, getting to know them more, teaching them the basic structure of values and that way it doesn´t need to be a big problem.

As for the Super Bowl ads there were three which demonstrate how stereotypes play a huge role in advertising, and it´s important to detect it and know what they are selling.

PEPSI MAX; FIRST DATE 2011:

In a first date a woman generally expects their date to be wealthy and rich, being from  a good family, good looks. A more “idyllic” mind. As for the man, he generally thinks about sex and that´s it.

Pepsi is introduced as a substitute for sex, and brings great pleasure.

PEPSI; CAN THROWER 2011:

There´s a married couple, in which visible fisical and psychological violence (ironically shown towards the husband) is presented. The wife clearly makes the decisions in the household, and controls every move (related to food and drinks) of her husband. Suddenly the man goes to park by himself (he doesn´t want his wife to see him enjoying a Pepsi Max, thinking it a “bad “ thing for him) and his wife sits with him and drinks a Pepsi Max too, which is the main point of the ad making us know that Pepsi Max is the only product that unites this couple. Later, the wife gets angry because she caught his husband taking a look on a jogger and she throws the can to him but accidentally hitting her, and in this moment as they drank together the Pepsi Max, they can feel like each other´s accomplice and run away together.

BUD LIGHT; HACK JOB 2011:

This is like a “Extreme Makeover; House Edition” remake, in which the presenter meets this excited couple and “changes the kitchen” by only adding a Bud Light bucket. In that moment it shows the completely different views (male and female) on the makeover (and of alcohol too). The man gets more excited by seeing the beers as for the woman she seems pretty upset about the change, not noticing it. Then the presenter says  “this is clearly a room where people want to hang out in”

Alcohol is introduced as fun and the party itself, and the beginning of social life.

EMBRACE OUR MADNESS