Last night's explosion on my Rebbe picture menorah

You know those menoras that have been recalled because the plastic cups are catching into flames and burning (link)? Well, I didn't realize that my oil cups were the bad ones because my packaging is totally different than the one pictured, and sure enough, my menora caught on fire and took a few scary and noxious-smelling moments to put out. Take a look--is it so obvious that these are the same brand?










Actually, side by side, it is more obvious, but mine has pictures of the Rebbe & 770, so it didn't even occur to me that it's the same product in different packaging. Someone should release a new 'consumer alert' that these oil cups are also dangerous.

While we're on the topic, how does it come to be that there are two productions of the same thing, one for Jews at large and one for Lubavitchers? The number of candles are the same, the number of nights are the same... what is the idea behind producing a special line of lubavitch themed chanuka candles that could only sell to lubavitchers? There must be some marketing ploy behind this, and chances are it sells better off the shelves than neutral packages in places like Crown Heights, but there is also something manipulative and disingenuous about it.

Also, doesn't the box become shaimos if it has a picture of a tazddik? I've seen this done on a lot lately, especially on posters for Chabad events. These posters are hung outside or distributed as fliers and inevitably end up in the trash, gutter or being driven over by a 15 passenger flying down Kingston Avenue! How could that be a good thing?

Images are powerful- there's no denying that--particularly images of tzadikkim (Vehayu ainecha ro'os es morecha.) But the mass mediazation of the Rebbe picture (p.s. did you notice it's almost always the same one?) has completely changed the meaning of the image. In Israel especially, every step is plastered with Rebbe pictures. After a few weeks, the picture becomes invisible, a part of the Israeli landscape. I remember arguing with friends over this--they thought, "how beautiful that the Rebbe picture is such a natural and prominent presence to Israelis", and I thought, "how odd that the Rebbe picture is so overused to the point of being mundane to most Israelis."

I think there's an advertising term called "image saturation", which describes the technique of overloading the consumer with the same image (i.e. coca cola = fun & refreshing, or pantene = gorgeous hair) until it becomes an unquestionable part of their subconcious decision making. Sure enough, I picked those chanuka lights off a shelf with several other options. I don't remember thinking about it, but I instinctinvely picked the package with the Rebbe picture.

I run a Lubavitch home, with a photograph of the Rebbe hanging prominently in the dining room. The idea, I think, is that when I see the picture (often) I am reminded of who I am and become inspired to live up to what is expected of me from my leader. That is why it's upsetting to see the Rebbe picture used as a cheap maketing tool. It's simply disrespectful... mostly of the Rebbe, but also of his followers.