No other time of the year is it more prevalent, conspicuous and aggressively promoted than during the Christmas season.



Thanks to advances in technology, the airwaves, the print and electronic media are flooded with advertisements that appeal to society in general, to people from all walks of life.

Open any newspaper or magazine and indulge yourself with endless advertisement, appealing, titillating and surely tempting. You can't miss it, it's almost in every page, it glares you in the face.

Turn on the computer and you can access more goods and services at the click of a mouse. Add to this endless ads and banners.

The young generation is brought up in this era of consumerism. They are introduced to a high maintenance lifestyle at a very young age. Gone are the days when shopping for children was fun. A time when it did not take much to make their young hearts happy. Life was simpler.

Times have surely changed. The trappings of good life is no longer the sole domain of the wealthy. Comfort, travel, wheels, homes, luxury, name it, it is within the reach of anyone who is willing to pay the price. It is no longer just a dream.

This is just the beginning of the conspicuous consumption of our society. In the name of convenience, there are more and more gadgets for the home introduced faster than one can pay off existing debt. However, this is not a deterrent.

It is no longer a matter of meeting a need, the “want” list gets longer and longer. Each member of a family has their own want list.

Technology is wonderful; it allows man to take great strides, faster and more accurate than our forbears. Technology makes it possible for man to explore space, the depths of the ocean, the untrodden parts of this earth. Through technology, man has made incredible advances in science, communication and the medical field. Technology is if great benefit to mankind.

It is very much a part of our daily lives. There is a downside- man wants more of the convenience that comes with it. It fuels the imagination of both producers and consumers. It stimulates the need to want more. It encourages the desire to pamper oneself, and loved ones with more goods.

Having more than what they need promotes a sense of living the good life. For every season, for every occasion, the market offers boundless ideas and endless flow of material goods. Beware,quality is slipping down too fast, as production and advertisement are cranked up higher, some of the quality is compromised.

The convenience that technology offers is hard to ignore. How did we manage before, when mostof the chores were done manually? Imagine the time spent to get anything done?

Take a look around the house; push a button to get laundry or the dishes done. Press another button to start the car before you open the door. Set a timer for your coffeemaker, for your lights to come on at a desired time, your radio to wake you up. Wouldn't you be lost without that remote control?

What about the other gadgets and tools for the handyman? Look at the other things around the house to make life more convenient and definitely add to that feeling of comfort and luxury.

There's more. Communication is revolutionized. Each member of the family has to be wired. Watch the ads, imagine the convenience of having extra gadgets for each family member just for so much a month. Add to this the paraphernalia that goes with it, some of which are good to have but not a necessity. But does it matter? It becomes a must have.

The quest for material goods is at excessive proportions. It hits the very core of a person. Some can only measure success relative to their material possessions. Some identify their self-worth with material acquisitions. The words status and prestige are medals they wear proudly. Rightly so, if they are happy .

How much of these goods are on credit? How many sleepless nights are spent doing endless calculations and adjustments? Do they experience that feeling of emptiness amid a comfortable surroundings? Is there room for a quiet time that comes at no cost?

Does this culture of excess spell their happiness and peace?