A Civil War of the 21st Century Wages On

Have you caught the recent Burlington Coat Factory retail store commercials? 

If not, let me edify you on the new 'social edge' that seems to be pervading the 21st century. 

Commercial one portrays two moms together with their little darlings at what looks to be a playground setting. The conversation begins with a competitive edge, continues with a boast and brag with a nose pick from the bratty child, with the mom who shopped at the Burlington Coat Factory being the social victor in this interlude. 

Gross stereotype and an insult to females everywhere!   

Burlington Coat Factory's second commercial depicts two young women with an itchy-bay adversarial dialogue, with the social victor being the Burlington Coat Factory shopper who rattles off discount pricing on purchases in her attempts to gain the social upper hand after smarting from an incivil condescending rebuff from her female counterpart. 

 Sure, there is an obvious satirical component to this, but the message was loud and clear. 

 Not only is civility a dying ethic, but the lack of it is becoming a social norm, an acceptable part of the human vernacular simply based on what we see, learn, absorb – and accept. 

Incivility utilized as a marketing tool. Novel, most indeed, in comparison to the well-jingled jumpy commercials that portrayed shiny happy people cleaning mega-spills in one wipe (results may vary for real people not in the commercial). We felt the love.  

Marketeers, you insult us, but my morals and values hold true to the civil charge to wish you the best in your marketing ploys, as pathetic as they may be.