Madi-Zen Avenue marketing - SunTimes

A trend we've been noticing for a while here at Zen Filter--Zen marketing--finally gets noticed by the mainstream media:

Madi-Zen Avenue marketing
'GURU' SPOTS | When ads look East, some get offended

August 3, 2007
BY SUSAN HOGAN/ALBACH Religion reporter/shogan@suntimes.com

The pillaging of religious stories and symbols, long a staple of advertisers and marketers, is taking another twist, this time targeting Eastern religions.

Comcast and Yellow Book USA are each running "enlightened guru" television ads, while retailers are selling home decor products advocating certain fabrics, colors and woods as peaceful, tranquil and Zen-inspired.

Comcast and Yellow Book USA are each running "enlightened guru" television ads, while retailers are selling home decor products advocating certain fabrics, colors and woods as peaceful, tranquil and Zen-inspired.

Feng shui? Good karma? That's the "exotic," "healthy," "mystical" way of the East, advertisers say.

And now you can have it, too.

"They're exploiting, commercializing and trivializing terms such as 'guru,' 'karma' and 'enlightenment' that are deep beliefs in Eastern societies," said Arran Stephens, founder of Nature's Path Foods, which produces organic products.

Nature's Path makes energy bars and cereal called "Optimum Zen." Stephens said the products' name reflects his lifelong involvement with Eastern spirituality.

"In our case, there's a real consciousness and value system connected to the product," he said. "That's a big difference."