GUSWORLD
Rant Of The Day THIS RANT 06/06/96

Rant Of The Day is where I get to mouth off about whatever I feel like for however long I like. Theoretically, I'll update my whinge/opinion piece every weekday; in practice, maybe not so often.

The God of Good Ideas is a crock

Work addiction has been a popular story in recent times. I've lost count of the number of newspaper and magazine articles that point out that the rich in Australia get richer by working for 70 hours a week, while the unemployed can't find work. With the pathetic reversion to conservative values evident throughout Australia, it's really no surprise.

Now this unpleasant cultural shift has made its way into PC advertising. Toshiba's latest print ads for its laptops take the concept a step further, by assuming that working through all the hours of the night is a desirable lifestyle choice. According to the ad, having a computer in the briefcase means that at 10pm, when your creative juices start flowing after a long, long day at the office, you can take advantage of them. It doesn't suggest reorganising your workforce so that the trivia which weighs you down during the day is diverted and you can do it then. Lord, no! Just sacrifice a couple of hours of leisure or sex or sleep so you can work at home as well.

Toshiba make wonderful, well-designed, robust, high-performing notebooks. If only they made ads to match, instead of pandering to the destructive overwork ethic of the Howard generation.


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