The atonement moment ????

There is a mood of penance in Britain. Gordon Brown can make use of it
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Illustration by Steve O’Brien

ON YOM KIPPUR[1] , the Day of Atonement and holiest festival in Judaism, worshippers beseech God’s pardon. Striking their breasts, they repent of the sin of slander, the sin of arrogance, the sins of stubbornness and of bearing false witness. They atone for any wrongs that would have incurred the four fearsome death penalties imposed in the age of the old Temple: stoning, burning, beheading and strangulation. They plead to be inscribed in the seal online cegel book of life, as the gates of heaven close.

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Britain is living through a sort of Yom Kippur moment. Atonement and repentance are in the air. It isn’t only MPs and their expenses scams (see article and article). Some were already seeking absolution for screwing up the economy. Then there are the faux-contrite bankers, the cheap seal online cegel remorseful policeman who exposed top-secret counter-terrorist plans and still more improbable penitents.

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The London Evening Standard, the seal cegel capital’s main newspaper, has launched an unusual, self-lacerating advertising campaign. A series of posters say “sorry” for a variety of cardinal editorial shortcomings: for “taking you for granted”, “being complacent”, “being predictable”. Meanwhile Marks & Spencer, Britain’s leading clothing retailer, has beaten its breast for overcharging women with large ones. Customers protested over the £2 ($3) premium added to buy seal online cegel the price of big bras; M&S at first rebuffed them, but then capitulated. “We boobed”, their adverts concede, announcing that the surcharge would be scrapped (and, naturally, using the backtrack as a pretext for a pectoral close-up).

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These are not the first firms to use self-deprecating marketing. “We’re number two,” Avis once proclaimed. “Love it or hate it” is the strap line for Marmite, a pungent breakfast spread. But the recent commercial apologies are especially risky. Some formerly satisfied customers or readers will be retroactively aggrieved. Staff at the Standard may not be altogether happy to see their Cheap seal cegel past labours repudiated. But like the rush to mea a few culpas elsewhere, the strategy is a response to a subtle but palpable shift in the public mood. It is restive, confused, gently millenarian.

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Partly, of course, this is the atmosphere of recession. Many consumers feel pinched, or expect to; they are looking for savings and reassessing their outgoings. Cut-price clothiers threaten M&S; London freesheets are winning readers from the Standard. But it isn’t only the slump and the skint. The credit crunch, the seal cegel  approaching general election and now the cross-party shaming of Parliament (and, perhaps, the advent of Barack Obama) have also contributed. So has a quiet collective guilt over the financial excesses of “the age of irresponsibility”. There is a vague sense of eras ending and beginning.

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So, in a way, this is the worst of times for MPs to be caught in the sin of horse manure, the sins of mole-clearing and of pool-cleaning. Nurses and teachers will be livid about cuts imposed by people who ride lawnmowers their seal online cegel taxes paid for; the “coping classes” will be even crosser about taxes that are dodged by the ministers who devised them. Yet the mood also opens up an opportunity for politicians to recast their relationship with the public—especially, perhaps, the prime minister.

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• ???????? ?These Things Shall Never Die?
• Think it over厖????厖

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