"The unexamined life is not worth living." - Socrates
Contemporary advertising depicted the good life emphasizes the indulgence of the senses. The "good life" is having fame and fortune. There is always a sexual connotation in the way contemporary advertisers depict the "good life". Cars, cigarettes, personal care products and others featured beautiful women and the hint of sex in order to attract attention and sell.
The "good life" as bombarded by contemporary advertising is one that offers luxuries, sensual pleasures and the attainment of physical desires. There seems to be a concerted effort to focus on the here and now, what is immediate, what is visible. 'He, who has the most toys, wins.' Materialism is perceived to be at the core of contemporary advertising. It persuades people to spend more and acquire more.
This view on the good life however is in direct contrast with what Socrates, Plato and Aristotle preached. For Socrates, Plato and Aristotle however engaging the senses particularly sex is not of prime importance in attaining the "good life". Truth or arriving at the truth through reason is the essence of a good life.
Socrates preaches that in the truth one can find the highest good of man. It was the truth that he loved, desired, and believed in. According to Socrates, what is considered a good act is not good because it is what the gods proclaimed to be, but it is good because it is helps us in our efforts to attain a better and happier life. The good life therefore is a useful life - one that will lead to happiness and growth.
The good life or the highest form of good according to Plato is the exercise of reason. Plato believes that if ever, the pleasure gained from senses, is at the very bottom rung of the ladder, the lowest aspirations that can lead to a good life. The next step, higher than sensual pleasures, is the spirit or courage. The reason occupies the highest rung. Phenomena refer to appearances. The ideals are the ultimate reality. Ideals are superior to phenomena. Senses belong to phenomena and are limited. Ideals are ruled by the soul.
Aristotle preaches the need for self-actualization which, like his colleagues, exhorts the use of reason over desires. He believes in the four major causes as the core of his teachings: material cause, efficient cause, formal cause and final cause. He believes that the essence of human soul is reason. And that the desires that come in conflict with reason must be curtailed because these desires are focused on the present alone. The reason lets us see beyond what is here and now, and help us attain a better future. Self-realization is the continuous pursuit of perfection.
The "good life" in contemporary advertising rarely if ever espoused the same views held by the ancient philosophers. They do espouse the need to take care of our physical selves though. As far as similarities go, that is where it all ends. Contemporary advertising does not take the "good life" to the next or higher level which is the nurturing of soul.
I believe that the good life as promoted by the ancient philosophers is way superior to our recent concept of what good life. Reason should be at its very core in order to promote a society not just inhabited by humans but a more humane one. In order to achieve the highest end of a good life, it is not enough to just pamper oneself. Steps should be taken to enhance relationships with others and most importantly, nurture the spirit.
Body, mind and spirit should have equal focus, not just one or the other. Improving all three aspects would enable the person to enjoy a holistic view to the "good life". Contemporary advertising in order to be really effective should promote not just the physical but more so the more essential "invisible" aspects of man - mind and spirit.
