An Ancient Art Meets Modern Advertising

“The healer’s commercial turns up occasionally on Spanish-language television here, slipped in among spots in which a telephone calling card hops around a giant map of Latin America, or in which a young girl’s ear-splitting shrieks describe getting satellite TV channels Gratis! Gratis! Gratis !

His ad, in contrast, starts out so somberly it appears as though it should be for antidepressants. “If it feels like the roof is falling in on you . . . ” a voice says as a picture of a woman with head in hands is shown.

Then, things get a little weird: The commercial shows a statue of the Virgin Mary, another statue of an Indian in a headdress, a plate with apples arranged on it. The announcer talks about brujerí — witchcraft — love, and a man called Hermano Santa Cruz.”

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