Besides beer, nothing is more advertised than cars during the game. There was one add that had a waiter pouring coffee all over the table of his clients because he couldn't stop looking at the great shiny new car driving by the window. The clients weren't upset because they, too, were staring at this mechanical wonder. And not because they simply admired its chic design and shiny exterior, but because they envied - with a capital E - the owner. You, that is; you, if you are successful enough to be able to buy this car. And thus You can be happy, not just because of the smooth ride, but because everyone will know you are successful and envy you for it, and that will make you very, very happy. Thus the one- in -a -million stars of the game and you have something in common - you are both successful and envied. A perfect marriage of game, greed, and insecurity.
Something we all know, I think, and we have to wonder if anyone is buying this type of sell - unless the subliminal aspects of social insecurity are more powerful than we think, and that might be the case. However, it made me reflect on what I envied, and for me it is not cars - I never had the panting desire for one other than the practical need for transportation; nor do I have a desire for a mansion or a jet or a big pool, although if I could afford a pool I would like that. Still, no envy; and now, in my dotage, I don't even envy success, which I once was very needy for. No. In fact, a story about a man who lives in a little cave in California or some such and who makes beautiful observations and sketchings in a notebook while living on wild nuts and bread crumbs catches my attention more than the rich guy who owns the top three stories in a ritzy apartment building in New York City. Sure, I would admire his art collection and neat gadgets that I could never afford, but I'd rather live in a cabin in the woods. Truth. The advertising apparently doesn't work on me.
But these musings got me to thinking about Thomas Merton and the impossible hurdles he wrote about in our efforts to reach God, the Ultimate. Ah, he says, one must not even be satisfied with one's fasting and poverty, for in that one raises self-pride and proves himself as far from God as the common sinner buying his new car for prestige. As such I realized he was talking about me. Yes, I shrug at the rich guy, don't have class envy, and it only matters to me that the other guy has money if he is buying the next round. Yes, to me, the things of the mind and the spirit matter more - does one have good ideas or talent? Has one hiked the Appalachian Trail or lived in the wilderness off nuts and berries? These things I admire much more, but find in thinking about it that with such thoughts, I feel superior; I feel that the great "I", me, is reaching up to the heights while the poor slob on the street is reaching out for a stupid car. Arrogance? You bet.
So I'm not holier than thou after all, and Thomas Merton is right: the road to the Ultimate is not a matter of shifting one's feelings and desires and self-image from one thing to another, but rather in abandoning them all together. Anything else only puts one in another exclusive club, where if one is not envied, it is only because of the stupidity of the other. This can be the Club of the Yachts just as well as the Club of Jesus, or of Meditaters, or of Hobo Hikers. Same arrogance, same selfishness, same childish need to feel superior to someone else.
It does not have to be that way, of course - we can admire something without self-aggrandizement, but Merton is right to have us beware; the car makers know what they're talking about. We feel a need to set ourselves apart, however that might be. This might not sell cars, but it might sell a hipster or intellectual or artsy lifestyle that is no closer to the Real than the shiny objects sold in between plays on Sunday Night football. Damn, and I thought I was doing so well! FK