MAD. AVE. STRIKES AGAIN
How many Tibetan monks does it take to advertise PowerBook, the new laptop from Apple Computer, Inc.? According to a recent blitz of two-page ads, the correct answer is four—that’s not counting the cross-dresser in the center, a Caucasian in monastic robes with long white hair pulled back, holding an open computer which has, written on the screen, “The Tradition of Drepung Loseling … “
So Madison Avenue strikes again. At first glance the ad appears to be just one more example of commerce seeking to validate itself by association with “a higher truth,” which itself is further legitimized by omniscient male authority.
Yet, since the primary target remains selling the product, the image of higher truth functions only to serve the needs of capitalism; consequently, religion gets sold down the river.
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