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July 6, 2009

Rating the Scientology advertising campaign

Add Seth Stevenson to the list of observers questioning whether the new advertising campaign run by the Church of Scientology will do much to burnish its increasingly negative public image.

Stevenson, who writes the Ad Report Card column in Slate, offers a nice historical overview of religious advertising during the television area, from the brief morality plays aired by the Mormons in the 1970s to the quirky spots marketing the Northern Virginia-based New Life Christian Church as “a place for random people,” before focusing on the Scientology campaign:

The three new spots from the Church of Scientology don't traffic in humor or upbeat mini-fables. Their mood is dark. Their tone is dramatic. Their scope is epic.

The Scientology ads employ a time-honored Madison Avenue tactic: Show the problem. In a classic show-the-problem ad, you might first zoom in on those grass stains that have been ground into little Billy's trousers. You'd then reveal, in a lingering product shot, the new and improved detergent that will save the day.

Here, the problem is slightly more abstract than ground-in grass stains. The problem is spiritual emptiness. "We're all looking for it," intones the announcer in one of the Scientology spots. "Some of us have been looking our whole lives. Some think they can buy it. … Some travel the world in search of it. Most don't even know what they're looking for. But we all feel it. That aching desire." The final reveal suggests that Scientology, much like a powerful laundry detergent, will provide a solution.

Stevenson asks whether the ads are effective.

They're certainly professional. You've got to be impressed with the cinematography and editing. The high-budget gloss alone will likely sway a few viewers to visit Scientology's content-rich Web site.

But Scientology's marketing challenges are different from those faced by religions with more established bona fides. By now—especially in the wake of the Tom Cruise couch-jumping incident, and the subsequent snarky national conversation—I think there are a fair number of people out there who have a nascent, inchoate sense that Scientology is weird. They're looking for reassurances that this is a faith for everyday people, not just eccentric celebrities. They're wondering whether Scientology's worship services will be something they're comfortable with. These grandiose yet stubbornly vague ads, with their intimations that Scientology holds the answers to all life's riddles, don't bother to address any of those less lofty concerns.

Posted by Matthew Hay Brown at 2:06 PM | | Comments (44)
Categories: Culture, Scientology
        

Comments

Just wanted to point out that there are no "worship services" in Scientology. Counseling, study, life improvement courses - yes. Worship services - no.

I think that the Church of Scientology maybe attempting to be transparent. Similar to the Obama viral campaigns that we seen during the election. I've notice there commercial on TV, as well as their online ads. Have to say that it is not the very first religion/religious organization I've came across advertise online or on TV. But their Ads do stand out. Their commercial caught me off at first. When I first saw the commercial on CNN, I was like what is this, a Nike commercial? It caught my attention of the back. Then the Ad spot ended with the words Scientology.org. I have to admit I was shocked. Scientology! Really?

Later on I found that they had a YouTube channel and people were commenting on the videos. The church was also responding to people comments and questions on the YouTube channel. Take a look, here is the link - http://www.youtube.com/watch?v=zgsFh87RCU0&feature=channel_page

Never the less they are making a buzz online. If you search Scientology using search.tweet you will find that there is a lot of conversation going on. Maybe we might see a Church of Scientology Twitter Channel.

Religion online who would have ever thought. ;)

Tom Cruise was about 3 years old when I read Dianetics during my stay in the maelstrom of Berkeley in the mid-sixties. I found it was beneficial to me then (and still is.) My favorable evaluation had absolutely nothing to do with anyone but the printed word and me, certainly not the "media." I did not rely on the media reportage or star power of anyone as a source of any guidance then nor do I now. Good God man, there has not been a reliable journalist since H.L. Mencken gave honor to the Sun,

An error too often made in advertising is to "teach" rather than engage interest and create a desire to find out more information.

In the instance of the Scientology ads, each concludes with its website URL. That site more than adequately answers the questions most people have.

Worship services. Are you kidding? What do you think they worship?

The crumbling cult of Scientology, with its sadistic leader, is pseudo-science therapy cloaked in religion for the purposes of tax evasion. You don't have to take a course in cult studies to discover this. They are singularly focused on money extraction from vulnerable people.

These commercials are the best they've ever done. For decades, their best selling piece of claptrap, Dianetics, had a VOLCANO on the cover, making it look like a cheesy piece of sci fi trash.

Belief systems often seem wierd to outsiders, but that's not the problem here.

It's not the wierdness; it's the abuses of people and the law under the cloak of religiosity that is sparking a long-needed discussion. Scientology, Inc. seems to survive only in a constant state of desperate fear of open discourse.

Scientology has been proactive for years to bring their information to people. Their newest advertisement is a new phase of getting "their message" to internet users. I am curious about the results!.

Commentary on a commentary on a set of extremely well conceived and executed ads that convey what Scientology is about in under a minute each.

Love the new commercials. I think they will spur an interest in our beliefs and hopefully, appeal to America's youth to discover themselves and who they are without the use of drugs or anti-depressants.

Scientology is not a religion. It's a business that makes money selling books and courses which pretends to be a religion for tax purposes. They'll never just tell you what they believe. You have to pay and pay.

It's fascinating that Scientology sells itself under a myriad of labels. What it basically boils down to is in no way religious in nature: Give us your money for classes that will fix your spirit.

What is left unsaid is: accept as truth everything said by L Ron Hubbard, accept as lies everything negative said about Scientology, disconnect from your friends and family, and we will destroy you if you cross us.

And they have the gall to call themselves the "most ethical people on the planet" when they will outright lie to protect their organization. Ask about Lisa McPherson, Fair Game, Suppressive Persons, Operation Snow White, Operation Freakout, Operating Thetans, and you'll see just how "open" they truly are.

Amended tagline: "Scientology. Know yourself. Know life. No God." ... Well, there's L. Ron.

Anyway, beautiful ad. Many will be taken in by the pretty people and stirring, but misleading message. When do they get to the part about viciously attacking and destroying opponents of the cult (Google: Fair Game policy)? Or how they starve and beat people into submission if they disobey? (Google: Lisa McPherson)

The other ad, "search," has the line, "Some think they can buy it." ("it" being happiness) which I think is VERY ironic, considering the VAST sums required for the "auditing" sessions cost their followers.

Scientology is the study of Truth. It is the meaning of knowingness. Hubbard was a brillant man and if it were not for Scientology, I would still be on anti-depressants, which nearly killed me. Doctors give them out like M&Ms. Now with the idea that these problems take place in the "reactive mind," we are finally allowed to think for our selves. And if a person is to read "Self Analysis" by L. Ron Hubbard, they will find themselves, improve their memory and learn that you aren't your name, what you wear, you are a spiritual being just as the ad says and you will "rise again."

Scientologists have their own "secret police" organization called the Office of Special Affairs (OSA). Ten percent of all the money Scientology makes goes to this organization. The OSA consists of highly paid lawyers, private investigators, and volunteer high-level Scientologists. They use all this power to intimidate, blackmail, financially destroy through frivolous lawsuits, anyone they deem to be standing in their way. Next time you buy a book by Hubbard, consider that 10% of the profit will be used this way.

Come on, these ads are sooo typical for TV. There really is nothing special about them, glossy, slick, beautiful people preening about in a "oh-you-caught-me-in-a-candid-moment-doing something-inspirational' soft light manner. Blech. No where do they mention any of Scientology's beliefs: the universe is TRILLIONS of years old, you are not human, but a godlike being trapped in a human body on a prison planet. I recommend the "Scientology Exposed" series on YouTube. It covers their mindset and beliefs succinctly and accurately. Remember, L. Ron Hubbard himself said Scientology IS'NT A RELIGION! Do your research before you go down to their free stress tests! By the way, how do all of YOUR churches recruit? In the mall or on a sidewalk? LOL. Just think about it!

What is missing from Scientology's ads and all their "content-rich Web sites" is any facts, any evidence, any proof.

They make huge claims, vast claims but never deliver what they promise. Never.

If they weren't hiding behind the "religion" façade, they would be sued for false advertising. They are lying about having solutions.

Think about it. Proving they have solutions would be easy, IF it were true. They never, ever provide ANY evidence. Never have. It is all lies.

No matter what opinion you may have of Scientology, the ads themselves are very well done and communicate a simple message through attention grabbing imagery. This is certain to drive more viewers to their website. If this advertising campaign is successful, I can see other religions following suit.

Scientology cannot fundamentally change despite whatever innovative advertising.
This is because Scientology has been spoken & written by Hubbard that is the viewpoint of a Scientologist.
U could have a sex show advertising Scientology but once in the door of Scientology the routine of what Hubbard soke & wrots will continue to repeat itself as the viewoint of a Acientologist.

I smell OSA in the comments here......

I like the videos. I think that more people wll be interested in reading Scientology books and find how they can apply the data in them to improve their lives.

If the Mafia decided to make a few pretty commercials it wouldn't change the fact that they're still the Mafia.

Of course the Mafia has a much better reputation than Scientology.

Stick a fork in Hubbard's cult-it's done.

I am a Scientologist and Scientology helped me immensely. I am glad I tried it and didn't believe all the negative things uninformed people say about it. Someone posted a comment saying that Scientology has no proof that its statements are true and it never delivers. What a piece of BS to say, from a person who for sure hasn't ever looked, just parrots negative stuff second hand from Scientology critics. There is so much proof, so much evidence - just ask ANY Scientologist what Scientology has done for them. But it is a peculiarity of the critic that little things like facts don't bother them - they dismiss the opinion of Scientologists, after all, only a Scientology critic can be trusted, people who choose Scientology as their religion automatically become outlaw and their opinions don't count. At least that's what some people want us to believe. If so, count me in: here is at least one person who say this: SCIENTOLOGY HELPED ME A LOT, AND DELIVERED EVERYTHING IT PROMISED, MORE THAN I HOPED FOR.

Even if all the bad things said about Scientology ARE true, it still changed my life for the better. If I stayed away from it because of the mistakes, bad things or even dishonesty SOME Scientologists may have been involved in, I would be a poorer person, both materially and spiritually. I owe much of my success to Scientology (and no, I don't work for the church, I am not asked to post this, I am a private person, a businessman who is defending his religion as a personal choice). Thank God I didn't listen to the critics and didn't join the sheep herd repeating all the negative stuff they read on the net, but like very few people, personally investigated and looked into Scientology ITSELF, not the news and media about it.

Scientology is a religion and Scientologists are PEOPLE. They are not perfect. Some may be dishonest, some may lie, or even be evil, like some people in ANY religion. That does not change the fact that I got a LOT out of it personally, and I have dozens of friends who feel the same way.

Some people are just plain superficial when it comes to judging something. I don't say it's all rosy in Scientology, but what good does it do to anyone to keep regurgitating the same old tired lines and accusations? Some of them refer to things that happened DECADES ago. In my 20 years of Scientology, I never personally experienced any of that. Some people have bad experiences. I understand. That can be said of any religion. There is just too much meaningless noise around Scientology that takes the attention off what it really is and does (which can only be experienced by reading up on the ORIGINAL materials, a lot of which are freely available on Scientology's websites, and there are Scientology books in nearly every library on the planet, or by trying some of the free services Scientology Churches have been providing for decades).

If you think you "know" Scientology from second hand reports from others, think again. You don't know the Scientology I know, because I know it first hand.

No amount of badmouthing will take away the success and happiness I personally gained from studying Scientology. Say what you want, I have firsthand experience, and that's what I believe.

Hi everybody, I met Scientology in 1984 when I was going through a huge depression. It helped me and I have never been depressed sice. But not only that, I became a much more able person through Scientology courses and counselling and my self-esteem raised high. I live a simple, normal happy life that I enjoy a lot now. It's me who is creating it that way but I will always thank Scientology for giving me the tools.


I don't think these commercials will drive anyone
to Scientology's website. Most people will want to conuslt a few other sets of data, like xenu.net and wikipedia. The only people saying this
are the Scientologists who are tasked to patrol the Internet and combat or obfuscate any criticism. If the hit count on Scientology's
websites go up, it will be because Scientologists are clicking on the site themselves to inflate their state, like how they go into bookstores to buy up all of L Ron's books to make him appear
more popular than he actually is.

I was a Scientologist for 23 years and worked at Scientology's International headquarters for a decade - the one in Hemet/San Jacinto, CA.

I personally observed physical abuses on staff by the leader David Miscavige on a number of occasions as well as abuses by other executives by the order of Miscavige.

There are also prison camps and forced labor camps in Scientology for those who want to leave or are not doing well on their posts. Google Scientology Prison Camps and RPF.

I was personally held prisoner for a year and a half at the Gold or Int Base, behind barbed wire, motion detectors, guards, dogs, you name it, and was interrogated on their e-meter (lie-detector device) for 5-6 hours a day for that whole period - all because I wanted to leave Scientology's Sea Organization - and you can Google that too. A tenet of Scientology is that if you want to leave the organization or "blow" then you must have hidden crimes against them. If you leave, blow, or tell another Scientologist that you want to leave, this is a "Suppressive Act" and you get "declared" an SP, Suppressive Person. In that case, any family or friends you have are forced by the tenets of Scientology and by the organization itself to "disconnect" from declared SP. This was the threat held above and forced upon me, and at the time most of my family and all of my friends were Scientologists. I had no other choice but to endure and "get through the peogram." In the end, I lirerally had to escape and "blow". I got all of my family out of Scientology and have since made new and amazing friends. Life is wonderful in the real world.

This ad campaign frankly is their attempt to polish the turd that they are trying to offer you..

Scientology is "amazing" at the very beginning, but gets very sinister the further you move up. And believe me I've seen what's at the top.

www.xenu.net

I'm amazed at the hate-speech that the Sun permits on thee blogs.

I've been a Scientlogist for several decades and have used its teachings to raise two drug-free, never-in-trouble, and industrious boys into hardworking family men.

I wonder if the obsessed Scientology-haters can say their families are drug-free, hard-working, and moral.

It is the haters who have the criminal records, the arrests, and the jail time.

There is a lot of carefully crafted comments here that read more like advertisements for the scam of scientology rather than actual statements real people would make.

Sorry, the genie isn't getting back in the bottle no matter how much you try. ;-)>

Another OSA glaring failure (OSA = scientology gestapo)

Readers of these comments should be aware that Scamatomology has people on the web, 24/7, trying to promote their mind control cult. A quick read of these comments reveals quite a few of them. They will never reveal they are Scamatomologists, Those who oppose this scam need to be just as vigilante... others need to know -- they are sneaky, as these comments show...

The funny part of the OSA handlers attempts to post comments defending the nobility of Scientology, is that REGULAR Scientologists are NOT ALLOWED to read and post about what Scientology means to them, or has done for them, except on their official site or monitored web pages.

So, posts you read hear about happy Scientology families, are probably from some loner/loser, who has never had sex, and is making $2/hour as a employee of Scientology's OSA.

Everything in Scientology has to be controlled. It is totalitarianism at its worst, under the guise of being a "bridge to total freedom."

It frees you from your own thoughts, so you take on the thoughts of Hubbo, as newly edited by the dwarf, and his criminal organization.

I have been a Microsoft Systems Architect/Engineer for nearly 15 years. I mostly work on improving the conditions and workability of a given Microsoft environment for large corporate infrastructures. I typically work with large teams, from stakeholders, engineers, administrators, help desk folks, etc. By sheer virtue of my particular position, it is my job to observe (discover) non-optimal situations which require change or sometimes immediate aggressive means to remediate. If these problems involved others, which 99% of the time does, I would find myself in the unfortunate situation of second and third guessing my own knowledge, or becoming hesitant to respond or communication. I absolutely hated "rocking the boat" (even though sometimes it is necessary). I hated creating waves. For nearly 10 years, despite being a fairly effective Microsoft expert, I couldn't get free of this cage. This was my dilemma, my ruin! I couldn't get past this despite all my experience and knowledge. This problem wasn't just localized to my job, but also barred me from being completely effective in my marriage, with my parents and friends.

LRH says: "It could be said that the purpose of therapy is to awaken a person in every period of his life when he has been forced into 'unconsciousness'. Dianetics wakes people up."

After a specific and targeted set of Scientology sessions which provides relief from the hostiles and sufferings of life, my hesitation with my job, my marriage, family, friends, etc completely and utterly vanished. The all so familiar coping was just gone. The “second guessing” introversions evaporated. Not where I had to think about it, but was actually gone. Kinda like one day you realize you haven’t had or needed that old pair of sneakers – you shrug and move on. I had completely gotten rid of my hesitations, the back-off which had troubled and hampered my abilities for such a long, long time.

I could probably write a fairly hefty novel on how Dianetics and Scientology has improved my life, response time, IQ, ability to think quicker, etc. Some people don't believe hope is possible – heck, just look around! Those groups or people who utter otherwise are wrong! Help and Improvement is possible.

Pick any topic of your choosing- if you want to find out about cancer, Hinduism, computers, Pepsi, the KKK or any topic, perhaps their philosophies, beliefs, practices, products, etc, the absolute WORST place to get the TRUE skinny would be a disgruntled person or a “hate” website. Due to the enormous amount of false data available on the web, these sources are seldom reliable sources. If one really wants accurate data on a subject, read a book on the topic, or perhaps visit their website. Go to the library and check out a book. I’m personally intrigued by those who try to discourage people from finding out. Feel free to visit any Church of Scientology, and walk around. It’s a free country isn’t it? Look for yourself and believe what you see and know, not what others think or tell you (including me). Look for yourself.

www.Scientology.org

Thank you and warmest regards,

How much did Scientology, and Hubbard's quackery, improve the lives of Lisa McPherson and countless others dead because of Scientology?

How much have the beatings from David Miscavige and others "improved" anyone's life?

When Scientology conned Harriet Baker, a 77 year old widow, out of her modest home did that "improve" her life?

The countless families who've been ripped apart from Scientology's disconnection policy, are their lives "improved"?

How about journalist Paulette Cooper? When Scientology tried to get her imprisoned for life by setting her up for a phony bomb threat, did that "improve" her life?

And feel free to post a link that proves Scientology raises I.Q. Scientology has been saying that for decades yet, shockingly, not an iota of proof. Of course you also claim that Scientology cures asthma, cancer and myopia so what's one more lie?

There is a reason the orgs are empty. You're finally getting the press and exposure you've so richly deserved for nearly 60 years.

Bye bye Scientology.

To know the facts of the cult of $cientology you must learn from its present members and from those who left the group and for what reasons.
The fact is that nearly all EX-$cientologists say the same thing--that the church of $cientology is NOT a church but a Godless cult.
I left because they claimed that my Hepatitis C was caused by my mother and sister--whom they claimed were suppressive persons. I reversed and cured my illness and have dedicated my life that they almost took from me, to fighting and exposing the truth of the scams and frauds of this Godless and evil cult.
LOOK UP "physiological reactions" and "mother nature's secrets of life and death" to learn the healing and medical scams of the cult.
THE RONBOT HUNTER
ALL RIGHTS RESERVED

I’m not a Scientologist, but have looked in to its beliefs. I certainly have seen a bit of unjustified slanderous crap coming from a select few of Xenu and Anonymous crazed followers – seems to be the same bunch too.

Xenu - Via uTube, MySpace, etc. I've been approached by a few goons like you (cycling through names and false aliases), who hide behind masks and false names, attempting to recruit people into your little cult for a sum of money. Over drinks, several friends have mentioned experiencing same unwelcomed offers too.

I'm curious; how much are you paid, and by who, to surf from sight to sight to sight to sight to sight (cowarding behind your protective and safe keyboard) to go after Scientology?

Mr. Hubbard’s drug rehab (Narconnon) technology saved my son’s life! He would be dead otherwise! I will forever be grateful to those underpaid folks who cared enough to help!

Until you and your little band of idiotic followers decide to really do something to help, other than make trouble, SHUT the heck up. Leave this arena to the professionals who know how to really make a difference.

LOL, I just saw where Vic
copypasted that comment
on another post. He just changed a few of the names of the people he's attacking.
Does
anyone think he's not a Scientologist or that Narconon
"saved" his son? Would you like to buy this nice bridge I have for sale?

I can't believe a con game like Sceintology, is still in business, and what is the most disheartening of all, is how easily shallow celebrities will put blinders on to ignore the abuses in exchange for the cult using it's slave labor to cater to their wants and needs. L. Ron Hubbard's Cult of Greed is pathetic in every sense of the word.

"Pick any topic of your choosing- if you want to find out about cancer, Hinduism, computers, Pepsi, the KKK or any topic, perhaps their philosophies, beliefs, practices, products, etc, the absolute WORST place to get the TRUE skinny would be a disgruntled person or a “hate” website."

"If one really wants accurate data on a subject, read a book on the topic, or perhaps visit their website."

So are you trying to say that we should all go to the KKK's official web site to "find out" about them? I'm sure they'll be really honest about those burning crosses on their official website, LOL.

"read a book on the topic"

Well, there's two sides to every story in printed form as well. For every "Dianetics" and "Self Analysis" there is a "The Scandal of Scientology" and "The Complex" providing counter-points.

Google Scientology and see BOTH sides to the group!

I've actually even seen these ads in Indian and Chinese online English-language media. They seem to be everywhere! The most surprising thing about seeing it in Chinese media is that it appeared in the government's own news outlet (China Daily).

"You are not your name, you are not your job, your not the clothes you wear".
Man they ripped that from fight club.

People who are criticizing scientology are people who have lot of skeletons in there closets They don't have the guts to look at their past and present deeds and are frightened that if Scientology succeeds in helping other people become stronger and more ethical, they (amoral and degraded beings which they are) will be exposed. I am a computer engineer and I can't even explain how much scientology has helped me.
If anybody peeks into the lives of those criticizing Scientology, I am sure you will find a trail of stinking amoral deeds.

It's hate speech to disagree with or critizice a religion? How Spanish Inquisition of you!

Scientologists make hilariously outrageous claims regarding credibility, don't they?

They say that it's worthless to listen to the opinion of someone who was never a scientologist because they just don't "get" it.

They say that it's worthless to listen to the opinion of a former scientologist because they're just angry and disgruntled and lying.

Sooo... they say we should only listen to the opinions of active scientologists still in the church as only they have valid "data" as to what scientology is about.

Do they not realize how ridiculous that sounds? It's like saying that when trying to learn about the mafia, it's only valid to hear the opinions of people currently in the mafia instead of those who are "out" or those studying it who were never "in".

Are Taliban members the only reliable source regarding the Taliban? Can you say nothing about the NSA that they won't tell you themselves? Is nobody a valid source of information regarding Germany unless they're German and living in Germany? Do you have to be a scientist to make a scientific statement?

And besides, active scientologists are not permitted to criticize their "religion" so they're not exactly a fount of objective information on such matters either.

As for the scientologists who say "I'm not a scientologist, but..."-- Guys, you're not fooling anybody, and it's a dirty underhanded tactic that really doesn't help your image. You're pretending to be an everyman to give your pro-scientology statements more credibility. You use this tactic so much across the internet, though, that it's a completely transparent tactic by now. Exposure breeds immunity. You'll improve the image of scientology by lying less often.

I am an active scientologist. The way Scientology has changed my life for the better is just unbelievable. I agree it is tough but it is tough because it is real. In order to get gains from Scientology you have to become more and more ethical and responsible. Some find it tough and then leave Scientology and then start attacking it because they were not able to raise their ethics level and are not ready to confront their own past deeds. Anyways Scientology is for people who really want to take responsiblity for their own lives and that of others. People who criticize Scientology or go by what other people are saying are not hurting Scientology but themselves by not utilizing a golden opportunity made available to improves their lives beyond their wildest imaginations. I feel pity for them.

Scientologists will never tell you just HOW Scientology changed their life/lives. They are incapable of providing concrete detail(s). In this way they are not able at all. Being able is a virtue they trumpet for themselves. If you can't describe how any given practice helped you, you are certainly not able. Saying it "saved your job/marriage/etc. is inadequate. HOW did it do this? Which Hubbard axiom did you apply? Which TR was it that helped you front up to a disagreeable person?

Abstractions are fine for visuals in paintings, photographs, and cliched, unoriginal TV ads, but not when you call yourselves a science.

Check out this study on the new “Life” Scientology ad… it says that most viewers are skeptical of the new Scientology ad campaign http://bit.ly/SYyfi

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About Matthew Hay Brown
Matthew Hay Brown writes and blogs about faith and values in public and private life for The Baltimore Sun. A former Washington correspondent for the newspaper, he has long written about the intersection of religion and politics. He has reported from Africa, Asia, Europe, Latin America and the Middle East, traveling most recently to Syria and Jordan to write about the Iraqi refugee crisis.
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