Si volvieras a nacer…


Aunque les confieso que entiendo poquísimo de coches, en los últimos meses me ha llamado sorprendentemente la atención los anuncios de estos vehículos en la prensa. Y, sobre todo, la “letra pequeña” que acompaña a dibujos y a llamativas fotografías. Me quedo con una página de publicidad de un fantástico coche que hace a los lectores esta sugerente pregunta: “Si volvieras a nacer, ¿cómo te gustaría ser?”. 

Este anuncio me ha dado mucho juego, pues lo he utilizado en clase de religión y lo he puesto como ejemplo en alguna homilía con jóvenes. Con mis alumnos de primero de E.S.O. estamos aproximándonos al tema de los evangelios, del lenguaje que utilizan los evangelistas teniendo en cuenta a sus destinatarios, sus maneras de hablar sobre Jesús, los recursos literarios que utilizan para acercar a los lectores a la figura del Maestro, etc. Les percaté de que los publicistas actuales usan su particular lenguaje y su manera propia de “seducir” a presuntos compradores. Así que, a modo de ejemplo, me llevé a clase el recorte de periódico que estamos comentando. Leí el título y una alumna, para asombro mío, me dice: “Profe, eso que estás leyendo suena a lo que le pasó a Nicodemo”. Efectivamente, ¿recuerdan el pasaje en que Jesús le dice al piadoso Nicodemo: “Te aseguro que, si uno no nace de nuevo, no podrá gozar del reinado de Dios”?


Mi anuncio no se pone a discurrir como Nicodemo y concluye con una doctrina clara. Lean con atención: “Imagina por un momento que tuvieses la oportunidad de volver a nacer, ¿qué harías?, ¿qué cambiarías de ti mismo? ¿El color del pelo? ¿el color de ojos? Vamos, no desaproveches esta oportunidad con cambios tan superficiales”. Hasta aquí, me decía a mí mismo que cuánta profundidad desprendía el anuncio. Incluso, mis alumnos comentaron que “eso eran razones profundas, de pensar”. Pero, no, no debemos olvidarnos que estamos ante un anzuelo publicitario y continuemos la lectura: “Tomemos por caso el nuevo ‘x’, ¿qué eligió para su renacimiento? Para empezar, ser más grande, ser el coche más grande de su categoría. Tener 5 estrellas EuroNCAP. Tener hasta 8 airbags. Más espacio. Más visibilidad. Más comodidad. Mayor superficie acristalada. Está claro que ‘x’ volvió a nacer. Y lo que está claro, es que no desaprovechó su renacimiento, ¿no?”.


En clase los niños se rieron con las razones que formulaba el anuncio para “nacer de nuevo”. A mí, que últimamente he ido recortando todos los anuncios de coches que llegaban a mis manos, me ha dado un poco de pena volver a constatar la superficialidad con la que podemos responder a grandes preguntas de sentido para nuestra vida. Son los eslóganes de la religión del consumo, con sus exclusivos mandamientos: “Baja el consumo, suben las emociones”.

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