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عصر عبادة الإعلان

attwi 2013معمر عطوي

يتذمر البعض حين يمر فاصل إعلاني بين فقرة وأخرى من فقرات برنامج تلفزيوني، خصوصاً إذا كان يتابع فيلماً او مسلسلاً درامياً تشدّه أحداثه. لكن ما يتركه الإعلان في لاوعي الشخص يبقى راسخاً ليقفز مرة أخرى أمام سلعة معينة أو عرض تجاري معروف.

فالإعلان ليس مجرد فقرة تمر مرور الكرام حتى لو تجاهلناها بالدخول الى المرحاض أو بإجراء مكالمة هاتفية، بل هو قادر على استقطاب الشخص حتى في حالة التخلي او محاولة الهروب، ليقفز بقوة الى الوعي لدى رؤية السلعة المروجة عبر أغنية أو امرأة جميلة أو مشهد مريح للنظر.

الإعلان هو الذي يقود البشر اليوم، يستلب ارادتهم أمام عرض يُصوَّر على أنه مغرٍ أو أنه فرصة لا يمكن أن تتكرر. علماً أن شدة المنافسة تبين أن تكرار العرض وبصور أفضل وأكثر اغراءً يدحض مقولة “الفرصة لن تتكرر”.

يقصد المرء المتجر لشراء سلعة أو سلعتين، فيعود مُحمّلاً بعربة دفع ثمن محتوياتها عشرة أضعاف ما كان ينوي دفعه مقابل حاجته التي قصد المتجر من أجلها. لماذا؟ لأن سعر قالب الجبنة اليوم بنصف ما كان يوم أمس! ولأن مع كل زجاجة حليب زجاجة مجانية! ولأن كل قميصين بسعر قميص واحد.

ينسى الزبون المسكين الذي دفع في أسبوع ما كان ينبغي استهلاكه في شهر، أن السلع الغذائية التي اشتراها بنصف ثمنها لا تصلح إلاّ لفترة قد لا يحتاج خلالها الكمية التي اشتراها. ولا ينتبه الى أن الثياب التي اشتراها بثمن بخس أصبحت قديمة أو رثّة أو أنها لم تعد تجاري ما هو رائج.

هذا هيّن امام عروض المصارف والقروض الشخصية وقروض شراء السيارات والمنازل، حيث يقودك الاعلان الى مقصلة السندات الشهرية وغرامات التأخير، ناهيك بما يزيد عن القسط المُعلن عنه بحجة رسوم وضرائب وفتح ملفات وفتح حساب وما إلى ذلك.

كل ذلك لأننا نعبد الإعلان، نجعله يستملكنا يسيطرعلينا، يستحوذ على لا وعينا، يجعلنا نحب الاقتناء حتى لو كان السعر متجاوزاً مقدرتنا المالية. هنا تصبح مقولة الشيوعيين “من كل حسب قدرته ولكل حسب حاجته” قاعدة اقتصادية مهمة ومطلوب تحققها أمام شراهة النظام الرأسمالي الاستهلاكي، الذي يحول المرء الى آلة استهلاكية تتفاخر بما عندها وما تقتنيه حتى ولو كان من خلال قرض  مصرفي او سلفة او دين. هكذا يكون الاعلان على الشاشة او الى جانب الطريق ذلك القرين الذي لا ينفك يطاردنا حتى يُفرغ جيوبنا من المال.

لعل هذا واقع لا يعيشه لبنان او العرب انما جزء كبير من العالم، لكن بعض الناس وخصوصاً اللبنانيين منهم يحب “الفشخرة” والبطر والتعالي والتقليد، فنراه لا يحمل في جيبه ما يكفي قوت يومه ويوم عياله، لكنه بدل أن يُشهر سيفه ضد الظلم من أجل أن يحظى بحياة عادلة، يُشهرما لديه من أجهزة هواتف ذكية وغبية وسيارات فارهة وثياب جميلة وسيجار كوبي اصلي و”نفس” نرجيلة معسّل على البحر، بينما ولده لا يتعلم جيداً وابنته لا تعرف العصا من الألف.

 

 

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