That's right, the Mormon Church is advertising on Yahoo!
The ad is animated, fading in and out with these questions "What happens to my loved ones when they die?", "Should I fear death?", "Where do I go when I die?" superimposed over pictures of people with diverse ethnic backgrounds.
I have a few questions of my own...
- Why the focus on death? My opinion: It appeals to the mysterious and unknown to invoke fear. One of the best ways to manipulate someone long term is to make them fearful. The second step is to convince that person that the church's ideas about death are the only way of escaping/defeating it.
- Why is the Mormon Church advertising through this medium? My opinion: Churches are corporations; they maximize profits by reaching potential customers anyway they can. Here is a list of other corporations advertising with Yahoo! at the same time: LowerMyBills.com, Wealth Daily (Investment Company), Express (Clothing Company), Classmates (Social Networking Company), Chase (National Bank), NFIB (Small Business Lobbying Firm). If you compared the sales model of each of these corporations with the Mormon Church’s proselytizing program you'd find more parallels than differences. Probably the most glaring difference is that churches aren't subject to taxation.
- Why the display of diversity? My opinion: In the US, the Mormon Church is overwhelmingly comprised of middle and upper middle class Caucasians. They want to appear more accepting to minority groups. However, this is going to be a hard sell to any non-Mormon who knows anything about the church's history: (1) Mormon's didn't allow Black men to hold positions of authority until 1978; (2) Women are still not permitted to hold authority; (3) the Mormon church does not support equal rights for women and (4) most recently, Mormon's political campaigns to take away and prevent equal rights for gays and lesbians.
