At the aquarium the other day, a perfectly warm-and-fuzzy slide show meant to raise the public’s ecological awareness was prefaced with the title screen:
ONE WORLD. MAKING A DIFFERENCE.
Now of course I know what they wanted to do: harness two slogans that people normally respond to in push-button, sleepwalking fashion, “one world” evoking those feelings of kinship with animals and nature, “making a difference” prompting us to get out our checkbooks and do something for the human-created organizations that are supposed to protect bits of nature. But having spent months reading the wrong kind of books, I couldn’t help thinking that if you are all about “One World,” “making a difference” must be the beginning of the downhill trend. If Laozi had been on that advertising account team, “One World: Stop Making Those Differences” or “Unmake a Difference” might have been the more consistent message (but then, who would have written checks?).