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About A Week: Me, Me, Me

Peter Hinchliffe reminds us of the secret of happiness and the answer to depression.

One word stands out in a full-page glossy ad in the magazine which comes with the huge bundle that comprises an English Saturday newspaper.


A picture of a bearded man who looks as though he knows his way around the world.

Below that, a watch. A Seiko Arctura. “Move and it generates its own electricity.’

Linking man to watch – the word ME.

The message is clear. “When you see this watch on my wrist you know immediately I am a man who demands quality. Originality. I make my own way in the world. I know what I want – and I get it.’’

Before we go any further I should now state that Seiko make very good watches. Appealing designs. Up-to-the-second technology. Excellent timekeepers.

What jars in the advert is the emphasis, the elevation, of selfishness.

Me, me, me...

The advert is an appeal to members of the ME generation.

In her book “Generation Me’’ Jean M Twenge argues that Americans born after 1970 are more self-centred, more disrespectful of authority and more depressed than previous generations.

Twenge, a psychology professor at San Diego State University, says Generation Me-ers have been raised to believe that self-esteem is more important than achievement. They believe that every dream is attainable. When they finally accept that this is not so they become depressed.

And the cure for this depression? The secret of ensuring that it never comes to plague you?

The antidote to selfishness was given centuries ago. To be precise, 2,000 years ago.

Be as concerned for your neighbour’s welfare as you are of your own well-being.

If you want to feel really contented and happy in your me-me self, give someone an Arctura watch this Christmas.


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