Test your
finger power
with
LiteRise:

The LiteRise touch system lets you
raise our Duetteand pleated shades,
wood and aluminum blinds with just
a touch of a finger. Hidden controls
eliminate the lift cord so they look
sleek and raise evenly every time.
LiteRise. Because when it comes to
your windows, we're always in touch.

LITE/

SE

HunterDouglas

WINDOW PAS111011$

ww w.hu n terdoug la s.corn

Free In-Home Service • Free Professional Measure At No Obligation
COMPETITIVE PRICING &
EXPERT INSTALLATION

All other HUNTER DOUGLAS products
Luminette • Duettes • Woods
Vertical Blinds & Silhouettes

.Hours: Mon-Sat 10-5

21728 W. Eleven Mile Rd.
Harvard Row Mall • Southfield, MI 48076

352-8622

Rochester Hills

651-5009

nhd av

JEWISH ADS

g

hizi

(Custom (lathier

WISHING
ALL OUR
CUSTOMERS
A HAPPY
& HEALTHY
NEW YEAR!

Taut Cicchini
jor Lien

Suits • Sportcoats
Tuxedos • Slacks • Shirts
Topcoats • Raincoats
Shoes • Sweaters • Socks
Ties • Cuff Links
Custom Buttons

Paul Ciccliini
or Women

Skirt Suits • Pants Suits
Blazers • Slacks • Shirts
Topcoats • Accessories

PERSONALIZED SERVICE
IN YOUR HOME, OFFICE
OR IN OUR SHOWROOM

BY APPOINTMENT

271 MERRILL
BIRMINGHAM • 48009

(248) 646-0535

INTEGRATED
NUTRITION

Patricia A. qtgert, RD, LD/N
ND-0003527
t.it,,,f1=1..,

Barhara N

sot, ‘,1 FL,

RD, LD/N

32401 N rtftnisteen Hwy.
4'11'48334

ft

248-5,18-80.60
fax: (248538;8060

warm integraltAnutriWn.com
RDSOintegralednuCrition.com

184

DETROIT JEWISH NEWS

Mtn

ND-0003411

Farmington Rills,

9/29
2000

lawn nave

Wishing
the Community
a
Healthy New Year

'TN

SAIL*

FI R ivAlf S AT:

INTERNATIONAL
NEWS PLUS

372 Oullette Avenue • Windsor, Canada

Nourishing & Enhancing c)ic's Total I3cing

INTEGRATED NUTRITION. LLCM

from page 182

campaigns. The following two
approaches are more rare, but were
more generously received.
• "The "Have it Your Way" Audience
An ad by the Jewish Community
Centers Association of America juxta-
poses two photos. One depicts fit,
attractive yuppies working out in step
class. In the other, toddlers with paint-
brushes are at work in a classroom set-
ting.
The tag: "You get perspired. They
get inspired." Emphasizing the typical
JCC's fitness center and early child-
hood learning center, the ad copy
describes "just two ways families grow
here in body, mind and spirit."
This is the reverse of the "better than
tennis" approach above. Rather than
reject "pick-and-choose" Judaism, it
embraces a cohort that wants to be
involved Jewishly, but not necessarily in
"traditional" activities like prayer and rit-
ual. They don't think it is hypocritical to
send the kids off to the classroom while
they pump iron. This cohort declares,
"I'm Jewish, but I'm also a
mother/father/liberal/conservative/musi-
cian/professor/Generation Xer/retiree.
Response: "I want a Judaism that
lets me be me, with people just like
me, without asking me to be some-
thing that I'm not."

• The "I Didn't Think Judaism
Could Be Like That" Audience
Another ad from the National
Jewish Outreach Program is similar in
format — and spirit — to the Solgar
Vitamin Rosh Hashanah ad. It suggest
12 ways to "Light up your life — with
Shabbat: "Rest those weary bones —
catch up on your sleep," "Exhale the
mundane cares and concerns of the
workday week by saying a little prayer
for anything or everything," "Chill
out with some wine (for Kiddush)."
"Volunteer to visit patients in the
hospital," and "Get to know someone
really important a whole lot better —
yourself."
Both ads appeal to those who want
an expansive, open Judaism that offers
choice, not coercion; tradition that
speaks to, and with, modernity; a Jewish
way of framing the American reality.
Such Jews do not want to choose
between their various identities.
A tough sell? Perhaps. But in a
buyer's market, which the 21st century
spiritual marketplace certainly is, the
smart seller knows that success comes to
those who understand, and can respond
to, the real needs of the consumer.
Experience shows that Judaism can
be sold — without being sold out. El