October 28
I swear I can't remember the last time I was this bothered by a company's advertising campaign, but one in particular tasted truly sour after Evelyn Walters and her daughter, Amanda, visited me at the bookstore today.
The two of them came in full of happiness, giggling and singing silly songs. "Today's my birthday," Amanda announced to me and Julie Grisham who was nearby flipping though a new book about candle-making.
"Is that right? How are you planning to celebrate such an important occasion?" I asked.
"Well," Amanda said, "To start we had cupcakes at school. My favorite kind with the swirly chocolate icing. Then I got some presents from my friends."
"And don't forget all the lovely birthday cards." Evelyn reminded her daughter.
"Oh yeah. I got some cards. I looked, and all of 'em were Hallmarks-- except for one from my friend Ginny. I gave it back to her and asked her to get me a Hallmark instead."
A look of sheer horror overtook Evelyn's face when she heard her daughter's statement. I wasn't very successful in masking my own shock as my jaw dropped down and smacked the floor.
"Amanda!" he mother barked. "That was a terrible thing for you to do!"
"Why?" Amanda asked.
Realizing that their pending conversation didn't need me, I stepped over to ask Julie Grisham if I could help her find anything.
"That's nothing," Julie told me as she shot a glance at Evelyn and Amanda. "Have you seen the latest commercial? In it a woman buys a card that she gives to her husband, that he's supposed to give her. Then she goes and looks at the back of it!"
On the drive home I imagined the talk that Evelyn Walters surely had with her daughter. I also wondered what conversation Ginny and her mother might have had when Ginny returned from school with her rejected birthday card.
It's sad enough that we've got some grown ups around who measure a person's value by the car they drive, the way they make a living, or the zip code at the end of their postal address. But to encourage folks, especially children, to measure the worth of someone's sentiments by the name stamped on to the pack of a piece of paper...well, that strikes me as just plain twisted. It's a greeting card! Just ink on paper.
In complete disgust, I vow today to not purchase cards made by Hallmark.
And if they're the only type available at the store when I need one, I'll
do without and give the person a hug instead. I'll explain to them that I
think they deserve more than a Hallmark card. Much more.
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