03.28.07
The Masquerade
Why is it that corporations need to disguise their commercial impulses as altruism? See here before you read on.
The Baby Einstein company is owned by the children’s entertainment juggernaut known as Disney. Now I have nothing against either Baby Einstein or Disney, but I do take issue with the aforementioned duplicitous message, which is shown at the end of a baby video.
If Disney wants to make donations to the Autism Society of America, great. Let Disney do it. Of course, we know that Disney donating its dollars would not only benefit victims of autism but also Disney, since the corporation could claim tax write-offs.
But why does Disney try to mislead consumers into thinking that purchasing its products is a good way to help charities? Isn’t the best way to help a charity simply to donate to that charity directly?
I realize that the compassionate consumer probably feels better about patronizing a company that supports a charity. Me myself, if I was faced with a choice between Product A and Product B, would mostly likely choose the one that claimed to donate a percentage of its sales. But why do we have to blur what seem to me very clear—not to mention necessary—distinctions? Why disguise naked self-interest (Disney wants your money, you want a baby video) as philanthropy (helping those in need)?
Of course, it’s not just Disney that’s guilty here. Many corporations do the same thing. Nevertheless, I find this blurring of the lines really repellent. I think it’s really slimy how corporations try to make us feel good about ourselves for pursuing our own selfish desires.
You have to really use your brain to avoid big business’s attempts to manipulate you.
Which reminds me of a time I watched a live sports event at GM (General Motors) Place in Vancouver. A blurb on a big electronic sign announced in words to the effect: “No smoking inside the stadium. GM Place is pleased to provide you with a smoke-free environment.”
Smoke free, huh? And this coming from General Motors, a gigantic automobile manufacturer? Was I the only one among 30,000-odd souls who saw the irony in that pernicious statement?
