Martin Makes Merry
That’s James Martin, S.J., and in the WSJ yet, lamenting: “this year what’s been irking me are the slogans that companies are deploying in their December ad campaigns that hope to have it both ways: They’re using religious themes without actually being religious. Call it faith-based advertising.”
And he awards the “prize” ex aequo:
The winner of this year’s worst catch phrase is a tie: between Macy’s and Eddie Bauer. Macy’s shopping bags say, “A million reasons to believe!” In what? What does Macy’s want us to believe in? That Jesus is the Son of God? (Imagine that on a bag.)
Nearly as maddening was the cover of this year’s Eddie Bauer catalog, which proclaims “We believe.” As with Macy’s, I was eager to find out just what Eddie Bauer believed in. The Council of Chalcedon’s fifth-century declaration that Jesus was fully human and fully divine? Not exactly. Page three professed the retailer’s creed: “We believe in the world’s best down.”
Of course I know that this is the way marketing works. Retailers use anything to hawk a product. And I’m sorry to be a stickler, but it’s strange seeing the Christian faith being used and denied at the same time.
Chalcedon? Now that’s moving beyond the impasse!