Readings – John 1: 10–18, Ephesians 1: 3–14
And the Word became flesh and lived among us.
One of my favourite activities when off work in the dark depths of midwinter is to go onto YouTube to watch television advertisements from commercial breaks of decades long past. I have a particular fondness for 1970s adverts for pipe tobacco; they really get across how much society has changed in the last half a century or so. Not so much because they showed men smoking their pipes on the telly, but because of how plain and sometimes even ugly the men in them were. Bald men in late middle-age, often a little tubby, sometimes with wrinkly foreheads or even unmanageable hair. In adverts for DIY superstores, these plain middle-aged men inevitably had plain middle-aged wives that they sat with in the ordinary kitchens of ordinary homes.
Watch a TV advertising break today and it is a different story. Everyone is beautiful; everyone has perfect hair and perfect teeth; nearly everyone is young. Where young people aren’t really appropriate for advertising the product in question – if it’s for a funeral plan, let’s say, or incontinence medicine – the few elderly people allowed to appear in advertising look like they’re just about to pop out for a 10 mile walk, just to wind down from the skiing holiday they’ve just jetted home from.
Half a century ago, advertising executives thought we were most likely to purchase a product if we associated it with people we identified with, with people who were like we were ourselves. Now the theory is that we are more likely to buy products associated with the sort of people we aspire to becoming, or at least have idle fantasies about becoming, in the hope that some of their success will rub off on us in a sort of high-tech cargo cult.
It sounds like a minor change, but it goes to the heart of some of the most damaging social trends of today’s world. We are constantly encouraged to compare ourselves, negatively, with people who are prettier, richer, and more successful than we are – or who seem to be prettier, richer, and more successful than we are.