I now speak of something that troubled me for a long time. It is not, however, my way to complain or cast blame. Better to light a lamp than to fight darkness. Yet, sometimes one must of protest and one surely must join others who make their opinion known in an eidel and appropriate manner, leshem shamaim.
Two weeks ago the Americal Yated run an article by A. Biderman decrying increasing use of religious symbols in avertising. In frum communities one more and more frequently sees articles for sale advertised not for their design, price or value but based on their putative religious advantages. It might be a better hechsher, a conformance with tsnius standards or an appeal to a godol who either praised and himself used the item. At times, the ad is acompanied by a picture of the Godol with the advertised item in hand or nearby. Certain charities have become especially brazen. In my tsedaka pile (my wife has never met a tsedaka she does not like) lies an adertisement from a certain charity (claimed to be " the tsedoko of Gedolei Yisroel") that offers a blessed coin. Brocho Coin is a large medal. In the past, it was a kvittel that one of the specified four Litvishe gedolim would daven over. This time it is a large "metal" coin that is blessed by a particular Godol, whose picture holding the coin prominently graces the cover of the mailing. It says that in return for a generous donation, it will grace our home and bring the Godol's blessings with it.
The Yated article points out that extensive use of sacred symbols in advertising cheapens these symbols and will in time lead to lessening of their emotional value. In other words, and the author is careful to bring this out only by implication, the result will be a spread of cynicism and lessening of the emotonal attachment of Jews to their religious symbols.
I am sure that the gedolim who are used in these advertisements do not know to what use their images are being put. I know that the people who write this advertising copy are not aware of their eventual impact. I grant that their intent is honorable but their education and experience may be limited and it is our role to make them and the entire community aware of the dangers of this trend.
The brocho coin troubles me. For how this played out in other settings, see here.
Note: I will delete any comments that are not respectful or in good taste.
Comments