justalilhype! Editorial
Words by Ryan Mitchell

With society at the height of commercial obsession, we drop our attention to the next product that will fill our short term contentment.

Its not bad, trusting a brand name. Participating in the ‘HYPE’ before the material even comes out and then buying the ‘HYPE”, to have it glowing in your hands. The age of one is never enough is still here, and companies know all too well of the potential ruckus they can stir among people with the right amount of HYPE and the right amount of crazy.

This generation is filled with iPhone line ups around the city block, PS3 camping trips outside of futureshops and the chance of you being robbed doubles when carrying those Jordan 3s home. But you would risk your life knowing your friends would envy you for a week,the time those shoes are in prime condition.

The aesthetically beautiful isn’t anything knew, the Romans, Egyptians were the Biblical version of Pepsi and Puma, the Romans branded themselves as a victorious empire, while the Egyptians were known for their great structures and pyramids they should have copyrighted.  One man found a piece of shiny heavy metal in an obscure place in the woods, HYPE brought the British Colombian Gold Rush that created towns, booming business, and eventually crime. It is because people branded Gold as one of the most precious materials is the reason even today saying the word ‘Gold’ is equivalent to saying ‘richness.’ A six hour history lesson can reveal the branding the Diamonds, a product that charms the heart of every woman and stretch slavery well into post-modern times.

When people see something visually appealing, they want one, just to taste. That one they had isn’t enough, and the brand systematically throws out new colourful and shiny things that gets into people’s pants-into their pockets.  We as a North American society are military trained to support big brand names. Parents bring us to the biggest image of HYPE man has ever made, the neighbourhood Shopping Mall. The only place teenagers want to hang out everyday, one of the only places no matter how rich or poor, everyone can join and buy excessively until we are all broke- in unity. Presidents command (George W. Bush Sept. 11 response speech) ,we obey and march on to that place of a million shops.  Brands ensure people who stay at home aren’t safe neither, with billions of options available on the internet to buy into the HYPE.

What would we do if we did not have Sony? Mcdonalds refilling the reasons to not just buy Big Macs, but super size to make the taste buds sizzle for that much longer. If all of this HYPE is gone, would the world be empty? Even charities who use similar techniques as big business would squeal in pain. There would be no reason for Sarah Mclachlan to sing while she shows you an image of that poor dog, igniting a daughter to convince her father to buy a pet.

Good HYPE or bad HYPE we should take a breath and relax, this is the age of missing out on this month’s Kobe’s and waiting for the next new Acura. Be well assured that the options you have today, will most likely be there tomorrow, if not then you will realise how silly it was robbing that kid’s iPod.

NOTE: This is an editorial and is the opinion of the author and not necessarily that of justalilhype!. If you disagree with or like it, send in your comments or YOUR topic to info@justalilhype.com