“Advertising has formed us to give our affection not only to the products we consume, but also to the personified corporations that supply them.”

— Skye Jethani

The Divine Commodity: Discovering A Faith Beyond Consumer Christianity (2009, Zondervan)

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Context: What shall we say of that authority, more venerable and august than any individual witness, the time-honoured tradition of the human race? An atmosphere of beliefs and conceptions has been formed by the labours and struggles of our forefathers, which enables us to breathe amid the various and complex circumstances of our life. It is around and about us and within us; we cannot think except in the forms and processes of thought which it supplies. Is it possible to doubt and to test it? and if possible, is it right?
We shall find reason to answer that it is not only possible and right, but our bounden duty; that the main purpose of the tradition itself is to supply us with the means of asking questions, of testing and inquiring into things; that if we misuse it, and take it as a collection of cut-and-dried statements to be accepted without further inquiry, we are not only injuring ourselves here, but, by refusing to do our part towards the building up of the fabric which shall be inherited by our children, we are tending to cut off ourselves and our race from the human line.

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“Advertising has formed us to give our affection not only to the products we consume, but also to the personified corporations that supply them.”

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