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| Photo by jag9889 at Flickr. |
For my whole life, Macy's Herald Square, the World's Largest Store, recycled an increasingly dingy-looking window display every Christmas consecrated to the store's own peak presence in popular culture, the 1947 film Miracle on 34th Street, starring Natalie Wood as the little girl raised not to believe in fairy tales and Edmund Gwenn as Mr. Kris Kringle, the man who believes he is Santa Claus and who ends up not only convincing the little girl that he exists but in bringing about a Christmas truce between the warring titans of capitalism, Macy's and Gimbel's.
But a couple of years ago they finally abandoned it in favor of something new, referring to the story of Virginia O'Hanlon, the eight-year-old who asked the New York Sun, in 1897, to confirm for her the same saint's existence, to which the editor Francis Pharcellus Church notoriously replied, "Yes, Virginia, there is a Santa Claus," in language attempting to double-speak the audience between parents who'd see the line as a metaphor and children who wouldn't:



