Jun 262004

I have noticed how some companies in the UK are using spiritual concepts in their advertising campaigns. Here are a few examples with my comments.

A journal recently ran the following ad. There is a poster showing three glasses. In the first is half a glass of beer and underneath it is the caption: “pessimist.” In the second is half a glass of beer with the caption: “optimist.” The third glass is full of beer with the caption: “The X Journal reader.” (X meaning I have ommitted the name of the journal.) The third glass represents what our real identity is, infinite. It is a great reminder.

Another fruit juice campaign states: “Nothing added, nothing taken away.” These ideas are a reminder that our nature is Perfect and what is perfect is forever whole and complete.

Next is a concentrated juice ad that can either be diluted in milk or water. The picture shows the juice about to dissolve in water but instead of it being totally dissolved, the juice takes the form of a female tennis player. There are variations of the same ad where the juice appears as a form. The diluted drink is symbolic of substance; while the concentrated juice represents the notion that forms are already present even if they appear to be invisible. Reminds me of quantum physics – that it is consciousness that makes quantum particles appear.

Finally there is a soap powder ad with the British tennis player, Tim Henman. We see him in a pose playing tennis. The caption reads: “Serves up championship whites.” In the picture, Henman’s outfit is so white that it merges in with the white background. Only Henman’s arms, legs, neck and head are visible. For me this ad has two reminders: First, to be at your best you have to know you are already connected to all Good. Second, all life is Spirit appearing. Life may appear infinite and varied yet it is the one Spirit being made manifest. Life is how Spirit becomes self-aware.

It would seem that Consciousness is using advertisers to disseminate ideas of good; ideas which remind Man of who He is. It matters not whether advertisers are aware or not. The irony is if we were all aware of who we are – “nothing added, nothing taken away” – we wouldn’t need any of these products, would we? At least these ideas of good are filtering into the mass media.

That’s what I call good advertising!

Enocia Joseph

  2 Responses to “What Makes Good Advertising?”

  1. Hi Enocia. Nice name: ) I was looking for a source of inspiration for a paper I have to write called ‘advertising and spirituality’ and found your article. Reading this, I felt intrigued of reading more. I’ve read about 6-7 articles now and I enjoyed them all. I could connect with some things you’ve said here. I like the way you see things and relate to them. I just want to share with you, using this opportunity, the thing that gave me my self realisation, the ability to better comprehend reality as it is and to clean the mirrors of my perception, it’s called Sahaja Yoga, http://www.freemeditation.ca , have a look, maybe it will add more to what you already know. My best whishes to you and give me a reply with your thoughts about it, I’d definetely like to know what you think.

  2. Hi Shiva,

    Thanks for your comments.

    I love the media and advertising. (I studied media and cultural studies at university). I believe the media has such wonderful potential to express good.

    I’ve checked out your website. I think it’s brilliant stuff. I’m also a huge fan of meditation which helped me to self-realise. I’m sure what you’re offering will inspire many.

    Thanks for all that you’re doing and being, Shiva.

    With love,