The Advertisement on the Bus Shelter

On my local high street, an advertisement graces the side of a bus shelter. It features a woman, viewed from behind, with a fuller figure. The text reads, "Get Your...On Board," with the woman's ample backside positioned between "Your" and "On." The small print clarifies, "Get Your Bum On Board." It's a gentler phrase, the kind we use with children. But it also carries a subtle message of disdain, reducing us to a body part often culturally denigrated, which we are commanded to transport like a piece of meat.

The Advertisement's Sponsor

The advertisement is sponsored by GoNorthEast, a regional bus company managed by The Go-Ahead Group, which operates transport links across the UK and Europe. However, this isn't a promotion of bus travel. With fewer people using public transport, the number of passengers boarding a GoNorthEast bus is of little consequence to the company's shareholders.

The Real Purpose of Advertisements

Advertisements today are less about selling products or services and more about selling ideas, nudging us towards a new world. In this new world, our bodies are seen as burdensome and degraded. Advertising space during football matches is filled with depictions of erectile dysfunction, male leakage, and the taboo of defecating at work. Physical aptitude is constantly undermined, recast as finite and shameful.

The New World and Our Bodies

In this new world, we are constantly reminded of our bodies' flaws. We are accused of being ill or infectious, of consuming too much, and of leaving a footprint too heavy for this earth. But why do we tolerate this? We do so for the chance of winning approval from those who belittle us, of joining them in their contempt for us.

Getting Your Bum On Board

The GoNorthEast advertisement uses a familiar tactic to prevent the pressure of constant abuse from exploding. "Get Your Bum On Board" is degrading and reductive, but it also implies that you may be more than just your bum. By accepting the abuse of your body, you open yourself up to the possibility that you are not identical with it, that you are somehow greater than it.

The Influence of Descartes

Nearly four hundred years ago, philosopher René Descartes sat in a small room in northern Europe, contemplating the possibility that our sensory experiences might be delusions. This led to the conclusion, "Cogito Ergo Sum," or "I think, therefore I am." This idea, that our bodies are not to be trusted, has influenced modern science and our understanding of ourselves.

The Impact of Covid-19

The Covid-19 pandemic revealed the extent of our distrust in our bodies. The Science, as we've come to call it, launched an attack on empirical experience, distancing us from others, from the world, and even from ourselves. It reiterated the message that our bodies are not fit for us, that they are our enemy.

The Modern Soul

As a result of our distrust in our bodies, we've come to believe in the concept of the modern soul. We've been convinced that we are more than our bodies, that we have a new kind of soul. This has led to a growing disdain for the human body and a misplaced trust in The Science.

The Tragedy of Our Age

The result of our misplaced trust in The Science is the defining tragedy of our age. Our bodies have become contemptible, and we feel more certain every day that we must be more than just our bodies. We are encouraged to go forth without our bodies, to believe that we are not our bodies.

The Irony of Our Times

Descartes once mused that his body might deceive him. From this suspicion, he found delight in his abstract thoughts. However, we've become so convinced by Descartes' doubt that we've become vulnerable to profound deceptions. Our identities, which we've sacrificed our bodies for, are subject to constant reengineering and updating.

Body or Soul?

Other GoNorthEast buses advertise the opportunity to work for the company. The text reads, "A Hero Drives This Bus. Are You Up To It?" The choice is clear. Be one of the herd or one of the heroes. Animal or angel. Body or soul.

Bottom Line

This article has explored the implications of a simple bus advertisement, delving into the way it reflects our society's attitudes towards our bodies and our identities. It's a thought-provoking exploration of the impact of modern science, advertising, and societal pressures on our self-perception. What do you think about this perspective? Share this article with your friends and discuss. Don't forget to sign up for the Daily Briefing, delivered every day at 6pm.