Daily Readings from the Works of Swami Venkatesananda


Insights & Inspirations (Venkatesa Daily Readings Vol 2) — Pragmatism or Idealism?

August 4, 2023

Pragmatism or Idealism?

Vidya      Advertising has become a fine art of the 20th century. It is as old as time. One finds it in the Scriptures: they glorify heaven and offer its delights free to those who adhere to certain moral codes which are often measures intended to promote social welfare. History however, bears witness to the failure of this approach.

      Advertising aids 'promotion', which is a synonym for salesmanship. The other side of advertising is the promotion of the baser elements in man — selfishness, greed and dishonesty. Thereby a confusing if not conflicting situation is created: whereas one endeavors to promote happiness and social welfare, the promotion of selfishness and greed effectively destroys these.

      Advertising rests on the theory that it is pragmatic. It produces immediate results. The sales and the popularity increase, the profits increase and there is perhaps a temporary pleasure to the consumer. Whether or not the commodity was responsible for this, the advertiser has the satisfaction of owning the advertised product, or belonging to the popular movement or of adopting the current fashion. But something intangible, yet precious, has been lost: innocence.

      Unfortunately, even religion, philanthropy, cooperative endeavor, social service, meditation and other yoga practices are caught in the same net. We are told constantly "Do this, you will gain that." There is a disaster if the hopes thus raised are shattered in real life: but even if they are invariably fulfilled, this approach only intensifies selfishness and corrupts the human heart. One is then unwilling to do anything unless some reward is guaranteed.

      Advertising may be justified in the promotion of merchandise, but is good to avoid it in human conduct and behavior in social and religious leaders. Idealism is more appropriate there.

      Lord Krishna advocates pure action in the Bhagavad Gita: “To be active is your birthright." So do what you have to do; the reward is not your concern. There is great beauty in this ideal. It achieves social welfare and human happiness without promoting selfishness and greed.

 

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