Monday, June 19, 2017

Advertisers as Guides

“The American self characteristically chooses advertisers instead of apostles as guides,” says Eugene Peterson.

I recently felt the pressure myself as we were driving the ad-saturated route to the tourist town of Myrtle Beach. We decided to count the billboards advertising a single “attraction,” a dinner-and-show experience called Pirates Voyage (“The Most Fun Place to Eat! TM).”

We counted 57 billboards. Our hotel lobby also had brochures, and “Pirates” had provided the little sleeves for the hotel key cards.

Is it any wonder I picked up the message, “a trip to Myrtle Beach would not be complete without going to ‘Pirates’!”?

Nevertheless, we did not go there.

We also failed to visit almost all of the hundreds of beach supply stores, despite their loud fluorescent signage, as well as the many all-you-can-eat seafood buffets and pancake houses. We did not play a single round of miniature golf. We never made it to Ripley’s Believe It or Not. (Believe it or not.)

I don’t say this with an air of superiority, as if I am above such things, but one of acknowledgement. Though I am not a person interested in fun (per se) I still felt the strong tug to check them out.

Advertising. It's powerful stuff.

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