Wednesday, February 14. 2007Saint Valentine's DayNow popularised by intense American commercialisation of the last century, Valentine's Day is possibly the most obtuse and superficial holiday on the occidental calendar. With its deep roots in history, this day has now become an significant cash cow in the Hallmark holiday line-up. In the West, there is societal obligation that lovers must present each other with gifts, and somehow love each other more-so on this day than any other day. Chocolates, flowers (preferably red roses), and lingerie are the norm for intimate presents to one's other half, accompanied by the "traditional" pre-printed greeting card. In more Americanized [sīc] cultures, it is perceived that the expense and lavishness of a gift reflects proportionally on the degree of love being declared. Does anyone else find this just a little repugnant? Of course, if you're not currently within a romantic relationship, you're doomed by this same society to be pitied and expected to spend the day moping around feeling very sorry for your pathetic, worthless self. Now, I realise that I'm not as lucky as others in love, and while I'm a self-proclaimed caustic old cynical bastard I do feel that even with a partner I would refuse to partake in the charade. I refuse to accept token gifts designed somehow to instil continued romance and bliss that magically work only on February 14, an no other day. Any other day would be just a meaningless normal present, right? Apparently Amazon's marketing boffins have realised this trend by commercialising the hatred, in their own special way, and effectively targeting consumers on both sides of the Valentine's fence. Why must people only take action when a day dictates they must do so through massive peer-group pressure? Trackbacks
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