Sunday, March 14, 2010

ERROCA Eyeware

What can you say when this Israeli sun glass company produces this tasteless ad?? What is the message? What are they trying to convey to their customers? Do their customers understand this message? Do they care?

Nothing in it really surprises me. Green issues carry far less weight in Israel than in other developed and developing countries. The "Matzav" (Situation), the Israeli - Palestinian/Arab/rest of the world/anyone who is not Jewish, conflict has always been the key argument against doing anything that can improve the standard of living of Israelis. Thus environment is very far on the agenda of Israelis as is consumer protection, education, social network etc. This is also very convenient for successive Israeli governments who keep instilling an existential fear in their citizens. Sadly, FDR's quote: "the only thing to fear is fear itself", is not taught in Israeli schools.