Faith Works 11-18-06
Jeff Gill

Mythologies of the Holiday Season

With the finale of "Dancing With the Stars," are there any big, nationally anticipated sporting events left in 2006?
Oh, right. This afternoon.
For the majority of us (not all, I know) who will be watching the Apocalyptic Armageddon-ish Activity at 3:30 pm on television, The Game will be accompanied by The Ads.
Ohio State-Michigan isn’t the Super Bowl (this year, it may be bigger), so there aren’t the specially made advertising spots with megastar cameos and wild premises. What we do have in this High Holy Day for Buckeye fans (possibly, dare we hope, to be followed by High Holy Day, the sequel, in the BCS?) is the placement before both Thanksgiving and Christmas.
Those two days, and their alcoholic cousin New Year’s Eve, make up "The Holidays." As in "Happy Holidays," "Holiday Greetings," "Best Wishes for the Holidays," or maybe "Season’s Greetings."
No, it isn’t my purpose to haggle over when the US was a more "Merry Christmas" nation or which retailers are training their staffs to say what. You’ll hear about that elsewhere this year. But the holiday season, or "The Holidays," have taken on a certain bulk rate atmosphere of their own, one that holds onto pieces of what they used to be, and smooshes in clumps of what some may ask of them.
Thanksgiving and Christmas oriented commercials used to frequently have a middle class home setting, get the grandparents and little kids together kind of feel. The paradigm is summed up by a coffee commerical so effective they bring it back some years, even with the fuzziness of old videotape. The thirty second plot is a young man back from college unexpectedly and early, whose little sibling is sweetly shushed, and who wakes up the sleeping family by brewing a big ol’ pot of java. Mom comes down the stairs wondering what the little ‘un got into, and goes from worry to delight to a hug, and the company logo.
More dominant today is "The Party" for "The Holidays." An assortment of cars, a snowy night, tasteful gifts or a bottle of wine under the arm. China on the table, surrounding a centerpiece that has the Martha seal of approval, napkin rings, and most flat surfaces have a floral arrangement in muted colors.
The bright colors come from the multicultural gathering, and the striking sweaters and waistcoats worn by the partygoers. Some ads show a largely youthful event, ethnically diverse, others a more society type gathering with few children and more grey hair, but still racially inclusive.
You can look at these developments from a number of angles. Certainly it is harder to show a family gathering with four or five distinct ethnicities present in the mix, although I know families in Licking County who would say from their own experience, "why not?" And it is surely good that older Americans can be seen in Thanksgiving and after ads without being the grandma in the kitchen smacking the hands of the turkey pickers (grandpas can still be shown as irascible and dumpily dressed, just like the 60’s, I see, and dads are still always idiots unless they’re purchasing diamonds).
What I wonder is whether this is a cause, or an effect? It could be an outgrowth of the fact that it is harder for family to get together for seasonal gatherings, sprawled across the continent as we are, making social events more the center of our holiday calendar (just try to find an Advent calendar outside of a religious bookstore).
Or it could be that retailers and advertising companies like the greater latitude that "The Party" motif gives to product placement and sales. They can point to the admitted social value of multiculturalism as the reason to shift away from family scenes to events assembled by invitation more than relation. My concern isn’t with ethnic diversity, but the idea that the heart of the season is in "elective affinities," who we choose to associate with as individuals instead of who we’re related to. I love holiday parties myself, but they’ve always seemed to me as if they are, and ought to be, secondary to family activities.
One argument against that concern is that there are people who have little or no family: do you want to exclude them from seasonal enjoyment? I could answer, in a cranky mood, that we who don’t have sleek, glossy, sophisticated friends who throw painfully tasteful parties are pretty excluded by the new ideal . . . and I’m guessing there are quite a few of us.
Another way to ask the question is: are the ads just following where society is already going, or is the business getting out ahead of us, trying to lead us in a new direction?
And if the latter, should we go?
Something to think about as you watch the ads during The Game this afternoon, kicking off The Holidays.

Jeff Gill is a writer, storyteller, and supply preacher around central Ohio; toss him your opinions about the ads o’ the season through knapsack77@gmail.com.