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!
Give Macys and Bauer a break. They might work it out in time. It took the bishops five centuries to agree on the matter and there are some who believe they did not get it right yet.
Anyway, kudos to the webmaster who relieved us of signing in each time and trepidating over a post getting lost because of being timed out. And it didn’t take five centuries.
When I hear “believe” in a secular Xmas context I just assume it refers to Santa. Especially if Macy’s is involved. (Miracle on 34th Street, anyone?) Of course that’s a safe substitute for religious faith at bottom, but still.
Last year, in late November, I was waiting for a bus outside a Victoria’s Secret store, and the holiday window display said something like, “Now that’s a miracle.” You can imagine what the “that” referred to (besides the birth of Christ, of course). I have to admit I did find that a little appalling.
A historical railroad line in the town where I live operates a Polar Express train. Their banners say “Believe”. In what?
I can picture some old mountain preacher saying, “Believe in the One who is taking that train to Gloryland! Amen!”
No. No break for Macy’s and Eddie Bauer’s. Crass consumerism needs to be taken to task. Jim Martin has a done a fine job of it here.