Friday, February 13, 1998
St. Valentine’s Day: the hallmark of capitalism
LOVE: Affection has no price, unless you’re in advertising or
retail
By Nathalie Valdez
Giving someone a teddy bear, sending him or her roses or
fattening them with chocolates does not mean you love the person.
St. Valentine’s Day is like Super Bowl Sunday, an
over-sensationalized, overly dramatic and extremely commercialized
date. Just as some football fans make plans for Super Bowl Sunday
parties/social gatherings, individuals also prepare for St.
Valentine’s Day. Both events are a part of the "American" culture
and to some extent have a deep meaning, but due to our society’s
capitalistic, money driven state, advertising and selling
strategies rape football and love. In essence, these marketing
ploys destroy the innocence and beauty in these events and
simultaneously create a "superficial " aura about these dates. It
is this petty meaning that the public attributes to St. Valentine’s
Day, that destroys the connection between love and this so-called
special day.
As St. Valentine’s Day approaches everyone asks, "What are you
doing for your sweetheart on Valentine’s Day?" People you do not
really know or care about are going on and on about their plans for
that morning, afternoon or evening. They have all kinds of ideas or
as I called them, "surprises from a top-hat." The girls express
their "cute" fantasies and the boys, in detail, smoothly reveal
what they are preparing, but never forget to mention that: "By the
end of the day, we’ll get it going on!" Whether it is true or
simply a cool joke, boys never fail to close their Valentine’s talk
with an "… in bed" type of saying.
As the masses rush to buy cards, candy and gifts, or desperately
seek plans to impress their "loved" ones, most forget what it
really means to show a person that you care. Instead of taking time
to think about their "Sweetheart" in depth or analyzing their
relationship – individuals rush to aahs! and Hallmark to find a
gift of "appreciation." Many times, people do not even know why
they are with someone, yet they hurry to stores to get them gifts.
In many cases, individuals are driven to buy into Valentine’s Day
drama because they feel pressured or obligated. Many people, in a
quite honest manner, claim that they want to be the best Valentine
or at least, they stress, they want their loved one to remember
them because of their actions and attention on Valentine’s Day.
I clearly see that there is a constant theme revolving around
why most people celebrate Valentine’s Day and it is definitely not
love. It has more to do with themselves and their egos. Advertising
and selling demons understand and know that people feel a need to
be excepted and especially loved. Therefore business firms exploit
events like St Valentine’s Day, and then argue that it is all for
love – simply to encourage people to feel a need to participate in
their game. In turn, individuals get caught up in the Valentine’s
drama, and forget what it really means to love someone.
I am not arguing that to show affection by buying, sending, or
preparing something for someone is wrong, but I am questioning why
everyone feels a need to do it on Valentine’s Day. I am especially
concerned with those individuals who claim that they: "do it out of
love." I believe that love requires a constant energy between two
people, and to transmit energy to someone on one day and then, most
likely, treat them casually or take them for granted the rest of
the year, is definitely not my idea of love. St. Valentine’s Day is
simply another day – and people should be able to show those whom
they care about their appreciation and affection not only on that
specific day, but every time they are with those people. Instead of
selling ourselves to the marketing techniques of businesses on
Valentine’s Day, we should try to understand why we really care
about our "sweetheart" or our loved ones.