Wanted to write about something else today, so I'll continue my list of diocesan technology directions at a later date.
During the last half hour of television, I have seen four car commercials. All four have indicated that their product would make a lovely Christmas gift. Three emphasized this with enormous bows on the roof of the beautiful luxury vehicle. This has become such a recognizable holiday tradition that they are barely noticed; cars with bows are as common as Santa, snowmen, and Starbuck's holiday cups.
Tonight, however, I was troubled by these commercials, or more by a question they provoked:
“Who is buying and giving cars as Christmas presents?”
Now, I'm not saying it doesn't happen. Even as a child, I remember stories of lavish gifts among the super rich. The car for the 16th birthday has become a staple on television. I'm certain there are always people of means who spend extraordinary amounts, but these are luxury cars far beyond that gift for the new driver. Somewhere every year, the Christmas morning automotive reveal from the commercials is being played out. But how many of these luxury gifts are really being given?
Since I began writing this, the have been three more giftcar commercials, all for luxury models. I'm certain that they must be effective; companies don't spend money year after year on ads that don't produce. But who are these people? Surprisingly, I have never given nor received an automobile as a Christmas present, and I don't know anyone who has. There has never been a Lexus beneath my tree or a Audi in my stocking.
In saying this, I'm not suggesting that I need or would want a car. Frankly, I can't think of a more audacious and uncomfortable gift.
But somebody….
As always, I welcome your comments
Image: 'Mary's Christmas Museum 2012 – Auto bokeh'
http://www.flickr.com/photos/12836528@N00/8275105683 Found on flickrcc.net
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Mark once commented on these commercials in class to his students, “Who are these people who buy Lexuses for Christmas? And how can I become THEIR friend?” 🙂
Well, if we had had one or two children instead of five, we could have bought both of them new cars for some special event. And if we’d had no kids, well, cars cars cars!