Tag: Culture

Culture

Concepts of Ownership

A few days ago, I noticed an ‘invitation’ from one of my USA-based frequent flyer programs, nestled among the dozens of other promotional emails I had received. This one caught my attention with the bold headline, “Earn up to 13,000 bonus miles and help keep what’s yours, yours.” On most days, an advertisement of this sort would only deserve a cursory glance, but physically being back in the USA has heightened my awareness of marketing messages and I found myself pondering the reasons for duplicating the possessive pronoun “yours, yours” at the end of the statement.

I understand these words were carefully selected to dramatize the very real threat of identity theft, but to me the message was typically American since the targeted individual (moi) was being told ‘you possess something of great value, so don’t let anyone else take it away from you’. While the words had been carefully chosen to appeal to personal ego and our sense of self-importance along with highlighting our legal rights of possession, I also see them as yet another sign that the American cultural pendulum has swung to the extreme end of the individualism spectrum.

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