An article in the New York Times back in December explored the use of God in adverting. The piece, by Michael McCarthy, suggests that religious viewers are not very forgiving of commercials using God, unless they are respectfully done. The occasional spot will score points for being funny, but overall the issue is whether the deity is treated well or not. I always find it interesting when the media seems surprised that people don’t like to have their religious beliefs belittled. When I was growing up it was common sense that you didn’t talk about religion or politics in polite company. Now, of course, both topics are open for constant debate in the media, and few ever treat religion as one that deserves respect. That’s odd since most people in the world claim to be be committed to their religious traditions. It’s almost as if someone personally isn’t religious they can’t understand why anyone else would be.
Quite apart from that, I wonder about the larger question of the purposes of advertisements. Ads are intended, as we well know, to make money. They are a marketing ploy. We appreciate the extra effort for a funny commercial on nearly any topic. Religion may be an exception. And one might wonder, is there a natural objection to using a religion to earn money for a non-religious cause? Maybe mammon and religion simply don’t mix. It may be difficult to convince marketers, however, that there are issues that lie outside the purview of the purse.
This past week I found myself in the waiting room of a local clinic for a while. Such places always make me uncomfortable in the best of circumstances. I was waiting in a room where the commercials for all the things that could possibly go wrong with me edged my blood-pressure up a bit, I’m sure. It occurred to me, however, that medical ads have the same intention as religious ones, namely, getting more business. If you can’t be made aware that something is “wrong,” how can you know to ask your doctor for their product? Is there anything mammon can’t buy? Our physical health is up for bids, it seems. Why not throw in the spiritual as well? But that will have to wait; I’ve got to talk to a doctor about a new condition I’m just sure I’ve developed here. I’m sure money can fix it.
