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Summary: This is Part Two of the message on the subject of guilt, using David¡¦s interaction with King Saul as an example of how to handle guilt feelings.

Charles W. Holt

email: cholt@gt.rr.com

GUILT and How to Deal With it. (Part Two)

1 Samuel 24

This is the final installment in our series on the subject of guilt. Last week we saw how David dealt with his "I wish I hadn’t done that¨ guilt feeling after he secretly cut off a piece of King Saul’s robe while they were all inside a huge cavern. I said then that David also provides us with a second example of the "I wish I hadn’t done that¨ guilt experience. That story is just too good to pass because of what we can learn from it. That’s why I have chosen to revisit this subject again.

I will begin this message with a question. We have all seen caps, jackets, and tee shirts emblazoned with names such as Nike, Budweiser, Coors, Old Navy, The Gap, etc. People who wear articles with those names are walking billboards. You may have a cap or shirt with some well-known brand name on it and you are quite comfortable wearing it. My question is: How comfortable would you be wearing a cap or shirt with the words GUILTY emblazoned across the front? You know¡K a ball cap, for example, with the letters GUILTY embroidered in huge letters across the front as though it was branded across your forehead. Just think about it. Wherever you went, wearing that cap, the first thing people would notice would be your proclamation GUILTY! They would probably think, "I wonder what he is guilty of?¨ The next thought might be, "If he is guilty, why does he want to advertise it as if he was proud of the fact?¨

Well, believe it or not, the word GUILTY is now a registered trademark of the Guilty Corporation. Beginning sometime this spring you will see GUILTY advertised in various media and have the opportunity to purchase articles of apparel, sports equipment, lingerie, cologne, chocolate, and greeting cards, to name a few, that use the name.

There’s an interesting bit of psychology behind the idea of using the name GUILTY to prominently trim merchandise. According to advance publicity the company believes, "Two-thirds of consumers will not only buy, but pay a premium for brands they feel reflect their personalities. Even more sought after is the ability to make a personal statement. When a group is wearing or using the typical brand, they are all communicating that brand’s message.¨

The brains behind the marketing of this new logo say, "Commanding more attention for the individual than any other brand, GUILTY provides superior satisfaction for the consumer’s need to be noticed. Unlike other brands, GUILTY brings attention to the individual wearing or using the project, not just the brand being advertised. People are compelled to ask ’What are you guilty of?’" This question is a catalyst for conversation allowing people to reveal something unique and personal about themselves. GUILTY is the ultimate ’social icebreaker.’¨ Remember, folks, you heard it here first.

Now let’s move on to more serious stuff.

ANOTHER CASE IN POINT (Adapted from a story told by Gary Reece, Ph.D. in his article, Self-Esteem and Guilt, taken from the Internet.)

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