BUY BOB
"Hi, I'm Bob Harris. I'm 39 years old. I'm solvent, faithful, sincere and romantic. I don't drink or smoke, and I love to dance the meringue and salsa."
These are the words of a rich American bachelor who ran a television and print campaign in Columbia to look for a Columbian bride. I know what you're thinking. Is this the beginning of another cheesy, reality-based TV show? Nope! Aren't you glad! I'm considering making a tee shirt that says: "I've Survived Without Ever Seeing Survivor", but I digress. This offer by Bob seemed to be a legitimate sailing on the sea o' love. At least, that's how it was meant to look, and that's how the Columbia women took it.
In just a short span of time, Mr. Harris' toll-free number received thirty thousand calls, clamoring to meet this tanned, blond, good-looking executive. The single ladies of Columbia sent a further six thousand e-mails after they checked out his web site.
Unfortunately, Bob wasn't on the up and up, and his impassioned plea was a bust. Bob was a frightful fraud. Actually, it is worse than that - Bob was an advertising campaign to sell cars for the Renault Company.1
I don't know how you feel about this emotional manipulation in the name of corporate profit, but I'm taking my cue from Sylvester the Cat and calling it, "DISSSSPICABLE!"
Still, the young Colombian advertising executives who came up with the idea are patting themselves on the back. "We've sold more cars in the first three days than we expected to in a month," one of their representatives reported with glee.
On one hand, I can understand that response from the advertising firm. After all, it is the task of an advertising firm to create advertising that effectively sells their clients product. So, obviously this advertising firm handily accomplished their assigned duty. But, on the other hand, at what cost was their goal achieved, and at whose expense? Advertisers commonly use women, sex and sex appeal to sell everything from foot powder to dog food. Such actions are despicable enough, but to create the reality of a person offering the promise of a real-life relationship in order to sell a car, now that takes the corporate bottom line to a new low. This campaign was nothing more than emotional manipulation and deception - all in the name of the almighty dollar. I guess business ethics really is an oxymoron!
Actually, when I look at it that way, perhaps it isn't all that different from any other advertising campaign! When you get right down to it, it is the advertiser's job to manipulate us into thinking that we need something that we really don't need. It is the advertiser's job to convince us that our happiness and our self-worth is contingent on us having the right laundry detergent, or margarine. It is the advertiser's job to tell us that we are what we own.
Perhaps the lesson we can learn from the Renault campaign in Columbia is that the corporate world is really desperate to sell us more than a bill of goods. What they are really interest in selling us is a world view, or a way of life on which their survival depends. This world view says that our needs can only be met by what we own. So, if we are unhappy with life, what we really need to do is buy something else.
Now, don't get me wrong, I'm not a communist. I like gadgets just as much as the next guy, but I don't look to them for my happiness. Let me ask you a few questions: How many times have you gone out shopping to get out of a blue funk? How many times have you felt like you just have to have the latest blue jeans, CD player, car, television, etc.? How much of your self-image is determined by where you live and what you own? Have you ever felt that you would be much happier if you only had more money?
If you've answered "yes" to any of these questions, then you have been influenced by the corporate world. I realize this seems like a startling over the top statement to make, but think about it. How influenced are we by an economy that depends upon our purchasing power and spending sprees? How far are the manufacturers of stuff going to go to make sure their bubble doesn't burst? How often are we presented with the message to buy? Let's face it, you and I can't help but be influenced by the message that buying equals happiness. If we couldn't be influenced would corporations bother spending billions in advertising? The question is, what are we going to do with that influence in our lives?
Well, first I think we have to recognize that we shouldn't "buy into" such thinking. Happiness isn't something we can purchase at Wal-Mart. Second, our worth as people has nothing to do with what we own, or how much we can buy. If you're not convinced of that fact, just look at Jesus! How significant an individual is He and He didn't even own a pillow (Mat 8:20)! Third, the way to find contentment and satisfaction isn't through our purchases. Contentment and satisfaction is received through a relationship with the One who purchased our salvation for us on the cross! Contentment and satisfaction are found as we give and serve, not as we buy and are served.
If only we pursued a relationship with Jesus with the same zeal that most pursue the American Dream, we'd be so much more content and so much less in debt. Kind of puts a new spin on the phrase, "forgive us our debts..." doesn't it?
If you have any thoughts or comments, or would just like to talk, please click on my name at the bottom of this page and I promise to reply to your e-mail.
1The information of this article comes from an Associated Press piece posted on the net March 30, 2001.