Nov
8
Toys R Us Gets in the Spirit
November 8, 2006 |
Unfortunately it’s not the Christmas spirit. In a season when we have, once again, been bombarded by a spate of political TV ads that have served to remind us of our baser, human nature, Toys R Us has one-upped the politicos. Perverting the time-honored tradition of parents reading to their children, TRU has redefined the bedtime story.
My children, alas, are past the age of being tucked into bed and read to, but the treasure trove of wonderful books remains. I moved recently and had the opportunity to pour over some of these books. I called my 25 year old daughter to share the experience. When I mentioned Sylvie and Bruno, the Lewis Carroll story that delighted and perplexed us both, my daughter revelled in the memory.
“Sylvie and Bruno” (Lewis Carroll)
The Toys R Us commercial belongs in another category all together. The scene involved two unruly and obnoxious children who will only calm down for bed when the mother offers to read to them. So far so good, but these children are not eager for the pleasures of literature. Instead, the mom takes out the Toys R Us Christmas catalog and starts reading the little darlings product descriptions. The major intellectual challenge of the exchange involves whether or not Elmo has batteries included.
I know my traditional values are showing here but I see nothing cute or clever about this ad. Instead I see the symbolic substitution of love of commerce over love of learning. It is a disturbing vision. Children don’t need to be encouraged to want material things that will give them pleasure. They are bombarded by those messages all day long. The idea that they can’t escape when they are supposedly being tucked safely into bed by their mother is a sad commentary.
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