Christmas Commercialism
It seems that no sooner is the pumpkin off your porch, than the Christmas decorations are up at your local shopping mall! The pre-Christmas season offers many opportunities for students to consider how this religious holiday has become a marketing frenzy. Here are some ways in which teachers can help students understand the relationship between Christmas and commercialism. Discuss with the class when they think the Christmas selling season officially begins. Use questions such as the following: What types of products are highlighted before Christmas? What methods do advertisers employ to make Christmas an important time for all people and to encourage them to buy gifts? The toy industry depends heavily on the Christmas season. Ask students what the current trends in children's toys are and to what extent these trends relate to social and political trends in our culture. Have students follow the advertising campaign for one or more toys. (They can ask children for their views on the quality of the most popular toys and on the advertising associated with each.) To what extent do the toys live up to the promises and the images of the commercials? What has been designated the "must-have" toy of this Christmas season? (Remember Cabbage Patch Dolls and Tickle-me Elmo?) Have your students follow the consumer frenzy surrounding this year's lastest craze. How does the media "feed" this frenzy?
Christmas has many important emotional and ritualistic dimensions, from decorating the tree to serving the turkey and Christmas pudding. Discuss these important aspects with students and show how they are incorporated into Christmas commercials. Do the traditional images of this holiday that are portrayed in commercials reflect how Christmas is celebrated where you live?
Ask students to design a Christmas commercial that stresses the non-commercial aspects of the Christmas season. Would it work as well as those they have seen? Why nor why not? Ask students to consider other times of the year when seasonal commercials are shown. What are the types of products being advertised for each? Are the same selling techniques used for these other occasions?