6:49 pm By Jennifer Woodard Maderazo · Marketing|Religion|mexico
23 May 2006
File this under: tacky marketing ploys. I’m usually not shocked by the sketchy marketing tactics that some companies use to promote their products to the Latino market. After all, I am in the business, so I’ve seen my share of lame campaigns, promotions, slogans, etc. But when I read about the Mexican Catholic Church getting kickbacks from a calling card company for use of the image of the Virgen de Guadalupe…I wanted to be amused but I just felt…ick.
The Catholic Church in Mexico is set to receive a cash bonanza from a U.S. company planning to sell prepaid phone cards with a printed image of the Virgin of Guadalupe, Mexico’s most revered religious symbol.“We are not selling blessings, we are promoting benefactors,” said Mexican Monsignor Diego Monroy Ponce, whose recorded voice will bless customers when they use the $3 and $5 cards to place long-distance or cell-phone calls.
Talk about cheapening one’s supposedly deeply held beliefs. I’m no Catholic, but this makes me sick.
Beyond the standard “a symbol that is holy to a group of people shouldn’t be monetized” (which is all too often is — a trip to the Basilica de Guadalupe in Mexico will get you enough virgencita schwag to last you a lifetime — and it’s not free), what’s most disgusting is that it’s actually the church that’s benefiting from the exploitation.
And if you look at strictly from a marketing ethics perspective, you are cashing in on the hopes/fears/needs of a population by offering a prayer from the Monsignor as a bonus to make sure that this card is the card of choice — whether or not it’s the best deal. You are cheapening their faith. The Monsignor is cheapening his words. And it’s just another way to make money off of Latinos by targeting a soft spot. I think it’s insulting.
“We are blessed with this product,” said John Lennon, an executive at U.S. Starcom, which plans an initial distribution of 100,000 phone cards in June to Hispanic grocery stores in Canada and the United States.
Blessed indeed. The phone card industry already makes so much money off of Latinos. Was this really necessary?
Via / Hispanic Tips and AZStarNet
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9 Responses to Holy calling card gets you blessed by Mexican priest
Joe Frank
May 24th, 2006 at 11:35 am
Since you admit not being a Catholic, perhaps you shouldn’t be speaking for Catholics. Get real. This is no attack on the Church.
Your comments betray your hatred of the Catholic Church. You say “Talk about cheapening one’s supposedly deeply held beliefs, this makes me sick. “A symbol that is holy to a group of people shouldn’t be monetized” (which is all too often is), — a trip to the Basilica de Guadalupe in Mexico will get you enough virgencita schwag to last you a lifetime — and it’s not free; what’s most disgusting is that it’s actually the church that’s benefiting from the exploitation. MY, oh my; quite a rant.
You also say it’s the Church that is benefitting. So what? There is no sacrilege in saving on phone calls while supporting the Church!
Truth is, you are an anti-Catholic bigot of the worst kind, but then you have much company. It’s the ‘in thing’ to do, …. so fashionable; so politically correct!
Shame on you.
Sonia Gomori
May 24th, 2006 at 12:55 pm
Just some relevant information.
Did you know that the image of Guadalupe paradoxicaly belongs not to the church but to the laicist and masonic State?
And did you know that they sold the rights to the chinese, yes the own the image trademark! and the church did not recieve a dime!
So I guess the telefone company will have to be careful from lawsuits the chinese may want to make.
And for one thing why is this so wrong, at least the are not using the image for blasphemy, as many “artists” have done and getting away with it since it is considered “art”.
Tom Hummer
May 24th, 2006 at 2:42 pm
Dear Jennifer,
Not being Catholic, you probably don’t understand why anyone would want a picture of the Mother of God in their possession, much less on a phone card. You should talk with a good Catholic and find out why we honor the Blessed Virgin Mary in the first place and why someone would want an image of Our Lady of Guadalupe on their person.
Besides, what’s the alternative on the phone card . . . an idol that society worships?! And no, Catholics don’t worship the Blessed Virgin Mary.
We should have all kinds of religious objects like statues and pictures around us and even on our person to REMIND us that we are a sacred creation, made in the image and likeness of God, Who is sacred and Holy. One quick glance could temper a wicked temptation and that means something in a society gone amuck with perverion.
Before you get sick, you should try asking the Blessed Virgin to pray for you. After all, Jesus is one with the Father and God gave the commandment to honor thy father and mother in the first place. Our Lord listens to and honors His Mother as no human being possibly could. God bless you, Jennifer! Try praying to Our Lady!
Jennifer Woodard Maderazo
May 24th, 2006 at 5:01 pm
Joe — I hate Catholics? Since when? That’s news to me considering two of my closest friends are devout Catholics with whom I frequently (respectfully) debate issues of faith, the church and related matters. But, neither of the friends that I am speaking of, while followers of the church, is in blind agreement with everything it does.
Yes, I “admit” not being a Catholic. Wow, is that a crime? I was born into the church but it’s precisely this type of focus on commercialization (among other things) that has distanced me from it. I have not lost respect for Catholicism, however, or my faith for that matter. Oh, and on that note: your insults are not very Christian and show the ire that makes a lot of people like myself feel isolated from your religion.
Sonia — interesting information, and I think the points you make are valid. However, while it may not qualify as “blasphemous”, some people might think it’s a bit sketchy to use a holy image and a high-ranking member of the church to promote something that’s not holy, but just a phone card. But hey, that’s just my take.
Tom — Thanks for taking a more respectful path towards making your point. Actually, like I mentioned above, I come from a Catholic family and have many Catholic friends, so I’m well aware of the fact that people want and need to have images of the Virgin Mary on their person. The reasons you give for this being so important are the same reasons why I feel that the place for such images (or for endorsements by the church) is not on a commercialized product. Having had my early education in a traditional Catholic school, I know that the priests, nuns and other educators that I grew up around frowned upon this type of thing. But again, you’re right — I’m not a Catholic, you are, and if you are comfortable with it, great. But this is a blog where opinions are shared, people get to know each other, and hopefully good rather than bad comes from it.
Julie Ann Brown
May 25th, 2006 at 3:58 am
As a tenured professor of marketing and founde of Chant Art, holy images are indeed “visual scripture,” and as the Victorians also called them “Calling Cards From Heaven.” If holy images on any object raise hearts, souls and minds to thoughts that are at higher level than the mundane…then they are truly catholic with the little “c” which means universal…God is I believe a very visual and kinestheic learner vs. verbal, so I bet he loves these cards and enjoys reading how we in different cultures perceive them…
Elizabeth
May 25th, 2006 at 11:00 am
J.M.J.
I am a Catholic, and I can understand the Writer’s concerns, and I thank you for your defense.
Our Lord, and the Blessed Virgin…the Catholic Church, her beliefs & teachings…all of it, are under constant attack….as they have been for a couple thousand years or so. To a Catholic, to make this basic, it is an attack on God himself.
Without knowing what motives exactly behind this, we can go off in any direction. Money….we should never do anything just for money.
Since money is how things are done…most people would rather that some of the money that they are going to spend anyway, will be going into the church….giving back to God.
When the laity/regular people like you and I, give to the church……we are giving to the poor, the more we can give, the better we feel we are taking care of the poor.
Most large companies give to charity, there is a growing trend to allow people to choose to whom that part of whatever they pay that will go to a charity.
For example, I use a cell phone. If I had a choice of where 10 cents on the dollar went…such as either Unicef or The March of Dimes….or St. Judes..or whatever.. It would be great to know for sure that my choice got the donation.
Hearing Fr.’s voice, and receiving a blessing…is one way to let those who purchased the card know that the Church is getting that money…..and….we need/want all the blessings we can get. We are told that we should never talk to anyone or make any decisions without praying first…this is a good reminder of that, and takes care of that if we forget, or are not in the habit.
But, again, thank you for being so concerned as it seems like so few people are. Please, when you see something like this….bring it to our attention. Because next time, it may be as bad as you think.
A.M.D.G.
Sonia Gomori
May 25th, 2006 at 11:21 am
Jennifer,
I bet you love having pictures of your rey around, and the more the better. ( I always do of my 6 children).
You must agree that one just can not have enough!
Well the same with what the image of Guadalupe represents.
The word souvenir was adopted from the french meaning reminder, our children’s pictures remind us of them if we do not have them near, well the image of Guadalupe is the celestial souvenir God wanted us to have. So do not worry for us catholics, it is no insult to see the image in a card, she is a souvenir from a souvenir, (which by the way comes in handy).
I would love know where you found that information. As for the blessings, they always come in handy, nowdays as bendecir comes from decir bien, and in our society we are more often maldiciendo everything when something goes wrong.
Tom Hummer
May 25th, 2006 at 1:03 pm
Dear Jennifer,
Wow! You are Catholic! You go girl! You know, once Catholic, always Catholic. You’ve just been resting for a while! *S* With those treasured memories of your upbringing, think fondly of your first communion and ask Our Lady to reveal to you the truth about this great Sacrament. St. Gertrude the Great (a female Doctor of the Church)said, “anyone in heaven would come back to earth and live UNTIL THE END OF TIME WITH ANY SUFFERING THE LORD WOULD ASK OF THEM . . . if . . . they could receive communion worthily, one more time.”
No matter where you’ve been, what you’ve done, no matter how much distance you’ve put between yourself and the Church, the Lord seeks you that you may experience His joy and that “…your joy may be complete.” Perfection comes through sacrament. Mary knows where the “treasure” is buried. You go girl! Really, put an image of Our Lady of Guadalupe near your heart and ask her to reveal to you this great mystery. Everything else pales by comparison. I’ll be praying for you that you find the buried treasure.
God bless you,
Tom
Monica
May 25th, 2006 at 1:52 pm
I’m Catholic. I carry a picture of the Virgen de Guadalupe and San Judas Tadeo in my wallet and, when I had a car, had a rosary hanging from the rear-view mirror. I get it. But something about having the picture of La Virgen on a calling card, one not even issued by the church, seems wrong to me. Buying a portrait or candle or rosary is one thing, it’s out of devotion. Buying a calling card isn’t about devotion. It’s about being able to call someone for cheap.
My co-worker said it best, “Sounds like branding to me.”