The Board of Directors and Staff of

JEWISH

Yad Ezra

ADS from page 180

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COUNCIL OF METRO DETROIT

ISHES A VERY HAPPY, HEALTHY NEW YEAR

TO ALL OUR MEMBERS AND FRIENDS

9/29
2000

182

In an ad for the new Saatchi
Synagogue in London, part of a contro-
versial campaign for a synagogue pitch-
ing itself as an Orthodox alternative for
those under the age of 45, there's a pic-
ture of a meatball on a toothpick.
Over the nosh is the headline: "At
our new synagogue, this is the only
thing that gets rammed down some-
one's throat." The ad copy goes on to
read, "We don't see why an Orthodox
service must necessarily be a boring
service."
Many Jewish advertisers take this
tack: The cohort they're after thinks
Judaism is irrelevant, boring, staid,
obsolete, coercive, synagogue-based,
Sunday school, you name it. They're
looking for the hipper, more interest-
ing alternative.
The Objection: "Sure we hated
Hebrew school, but don't remind us.
Instead of focusing on the negative,
tell us how Judaism can be a positive
influence in our lives."

• The "There Has to Be More to
Life" Audience
"Better than shopping. Better than
tennis. Better than sleeping in." That's
the headline on an ad for an "anxiety-
free, no-Hebrew-necessary" beginner's
Sabbath service sponsored by the
National Jewish Outreach Program.
The service will "keep you looking for-
ward to Saturday mornings."
The assumption here is of a cohort
that is fed up with the spiritual
emptiness of typical American rituals
like the ixeekend. These consumers
have material comfort, but feel a spir-
itual void. Jewish connection can pro-
vide the meaning that they're missing.
The Objection: "Who are you to
say my life is empty? It's quite rich,
thank you very much. What I'm
looking for is a Jewishness that will
enrich, not replace, the activities that
already give me satisfaction."

• The "Old Time Religion"
Audience
A Cleveland funeral home boasts of
a refurbished library and a "state-of-the-
art" sound system. At the same time,
"there's a lot we haven't changed. Like
the traditions of our faith. We still wash
and purify the deceased. We still use
wooden caskets. And we are still here to
advise Jews of the traditions and rituals
that help make grief bearable and
enable life to go on."
For this target audience, Judaism
provides the comforts of tradition, roots
and stability in a world that emphasizes
change, immediacy and mobility.

It's where one turns for life cycle
and holiday rituals and ceremonies. It
provides a way to talk to God in
times of distress and celebration, grat-
itude and mourning. It is your father's
Oldsmobile.
The Objection: "Ugh, it's my
father's Oldsmobile."

• The "Don't Think It Can't
Happen Here" Audience
"When we stand as one, hate can't
stand against us," reads the ad for the
Jewish Community Federation of
Richmond, Va. The ad lists recent
anti-Jewish incidents, and declares
that "a new wave of anti-Semitism is
sweeping over the world." Supporting
Federation is "our best weapon
against those who wish to destroy us."
This is a less popular tack than it
once was, except among "defense"
agencies like the Anti-Defamation
League and the Simon Wiesenthal
Center. It is meant to appeal to those
who feel the social acceptance and
economic security of contemporary
American Jewry is fragile.
For this cohort, Jewish belonging is
an obligation, to honor the memory
of the victims and to rebuke our ene-
mies. Unity is strength. Finding
"meaning" in Judaism is fine, but a
luxury, not a priority.
The Objection: "This is America
2000, not Berlin 1938. First you tell
me that the gentiles are out to destroy
me, then you object when they want
to marry me."

• The "Judaism for Dummies"
Audience
To encourage neophytes to take part
in the daily study of Talmud, or Daf
Yomi, a full-page ad features a clean-
shaven, casually dressed man, reading a
volume of Talmud and sitting next to a
stack of 19 more. The tag line:
"I'm on my way to finishing the
entire Talmud. Pretty good for someone
with two years of Hebrew school."
The target cohort is a close relative
of the "Judaism doesn't have to stink"
crowd. Judaism is intimidating, com-
plex, esoteric. They'd like to get more
connected to Jewishness, but don't
have the background, and feel they'll
never break the code. They'll enroll if
you remove the prerequisites.
The Objection: "I'm no dummy."

Two Good Ones

So much for the negatively received

JEWISH

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