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Easter

Lent is soon to be upon us. While now a fairly feeble force in this country, in previous ages Lent rivalled Ramadan for its emphasis on abstinence. Christians were not to eat animal products of any kind (hence Falstaff having sold his soul for eggs in Henry IV) throughout the six week period. This is the point of pancake day, which would use any eggs up to that point, and also explains the exchange of eggs again at Easter itself.
Born from the early christian belief that abstinence was in itself a virtue. That self denial (and on occasion even self-neglect or harm) brought one closer to god. Hence the hermetic tradition..

In more recent times it has become usual for people, if they give up anything at all, to give up small indulgences, such as chocolate bars or sugar in their tea. I even read a complaint last year in a national newspaper that the current business of lent has nothing to do with God and has instead become a once a year health kick. I would argue that this is at least less self indulgent that expecting someone else to keep an eye on your health, which seems to be a general habit. Witness people who eat large quatities of fat and sugar in processed foods and then complain of the existence and proliferation of place like McDonalds because they don't have the willpower to resist them.
While I admit that there are too many adverts and too much opportunity to obtain terrible food (especially for children) there is undoubtedly something in our culture that encourages us to think it's our business to constantly indulge ourselves - buying cheaper coffee and meat because our 50p is more important than somebody else's quality of life, driving where we know we could walk almost as quickly, and consuming kitkats at every tea break - and someone elses business to protect us from the results of our actions. A little effort once a year to indulge less and take up that responsibilty for ourselves can do no harm. At the very worst we are merely substituting a protecting of the body for a saving of the soul. There is nothing unselfish about wanting to go to heaven rather than hell.

Although Rouseau and various other philosophists and navel-gazers have pointed out that the glow of virtue and self righteousness is in itself an indulgence it has to be noted that if you give money to charity, it matters very little to the people you have benefitted whether it was done purely selflessly or whether you did it to make yourself feel better (or indeed to save your soul)

One function of such festivals is to remind us how lucky we are. And we are lucky, we live in a largely disease-free society in a wealthy nation unlikely, at this point in history, to be invaded.

In closing, if you can learn that it is not your business to be self indulgent by practising on small pointless things such as chocolate and coffee, perhaps you might find you can abstain from larger more important ones such as adultery and theft and that can only benefit everyone.

Advertising

Today I am thinking about the commercial spirit, which means working more hours than you have to because you're desperately striving to buy things you don't need with money you don't have to impress people who will like you slightly less as a result.

It's not that advertising is a scheming con-trick in which faceless penpushers manipulate you into believing that you will be happier/more successful/sexually satisfied should you pay out for something completely irrelevant like a fizzy drink, it's that they can't even do it in a nice way - take the Norwich Union ad. That repulsive curly headed blond infant who kept asking his parents about pension schemes and so on. Don't you actually find that terrifying? If any child of yours did that wouldn't you start checking it's head for 3 digit numbers?
Or is it the father who's supposed to be going screwy and hallucinating all this stuff about life insurance policies. Can we look forward to him completely losing it at some stage in the future and strangling his kid then running amok through his native town with a machete, (but of course there can still be a happy ending. He'll be insured for it.)
And why does the woman keep smiling knowingly? Perhaps she is in fact feeding the man LSD in his tea - or maybe the boy is really the son of Satan, her lover, and when she smiles she's actually thinking . 'Aha, the dolt still hasn't realised, my scheme is safe. Soon we will destroy him and bathe the world in fire.'
An even better example of negative-effect advertising is the more recent campaigns on behalf of the police force. The premise seems to be 'here's a really hard, scummy, dangerous job nobody wants to do. Why not do it?'
Yet another example is the Benetton ad campaign still running. This seems to combine a childish attempt to shock with a total lack of connection to what is being advertised. Curiously though you do remember who that ad is for, perhaps because they've been doing it this way for so long.
Which takes us to our last category, adverts which can be remembered for themselves but not for the product they are supposed to be promoting. The one with all the monochrome close-ups of bums is a particularly good example bacause you wouldn't think it would be that hard to recall what it was about. But it is, and although there seems little point in an advert that fails to advertise I personally think that on the whole this confusion is a good thing and should be encouraged. Not least of all because if it got really widespread a study could be done to prove that advertising didn't work and they might all pack it in.

vescasmirror
28/12/03