Wednesday, October 12, 2011

"Madison Avenue's Vision of Love"

As usual, Elizabeth Scalia has some interesting and well-articulated thoughts. This time she is contemplating the vision of love set forth in advertising.

If the recent barrage of ham-handed television commercials peopled with foolish men, churlish women and hectoring, know-it-all children are any indication, Madison Avenue has no idea what love has to do with relationships or families, or natural desire. Even worse, it believes the rest of us don’t, either, and that things—lots and lots of things—can suffice, can provide reasonable facsimiles of love. We will love our new shoes or our new iSomething, we are told; we will love, love, love this new air freshener. These things will make us happy. As long as we are not looking to be loved back.

An astonishing percentage of our economy is dependent upon our willingness to substitute things for love, and to just keep buying. Is it any wonder, then, that our culture is consumed with loneliness and broken dreams, or that all of our empty bubbles—technology, housing, tuition for “good” colleges that will keep the love coming—are bursting one after another?

Read it all at First Things.

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