The American Family Association is keeping a list of companies who don't use the word Christmas in their holiday advertising, asking shoppers to boycott those who fall under the "naughty" category. If advertisements don't mention "Christmas," the AFA considers those companies to be "marginalizing" it. The Web site says:
"Based on current advertising, below is a list of companies that avoid, ban, or use the term "Christmas" in their advertising. We will continually update the list, so check back often. Criteria - AFA reviewed up to four areas to determine if a company was "Christmas-friendly" in their advertising: print media (newspaper inserts), broadcast media (radio/television), Web site and/or personal visits to the store. If a company's ad has references to items associated with Christmas (trees, wreaths, lights, etc.), it was considered as an attempt to reach "Christmas" shoppers. If a company has items associated with Christmas, but did not use the word "Christmas," then the company is considered as censoring "Christmas."'
Victoria's Secret, Best Buy, Dicks, and about a dozen others are naughty, according to AFA's criteria, and if user comments on the AFA site prove any indication, the list does influence shoppers. The AFA says that Gap responded to the blacklisting by running ads that specifically say "Christmas," and they are now in good graces: "As a result of Gap's efforts, AFA is ending the Christmas boycott of the company. Thank you for getting involved!"
Dish Network took a proactive approach by posting this letter on the AFA site: "As we near Dec. 25 and folks talk more and more about Christmas (or sometimes the lack thereof), I wanted to let you know that at DISH Network, we're not afraid to wish you the merriest of Christmases. If you check out our latest commercial, you'll see what I mean (and, yes, those are all DISH employees)! Please let me know if I can answer any questions for you -- happy to serve as a resource. Merry Christmas!"
The question, thus, must be, WWJS? Where would Jesus shop?