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• 1 2018-05-07T21:01:28+00:00 Tools of the Trade 1 image_header 2018-05-07T21:01:28+00:00 The marketing tools and accouterments in a Funeral Directors repertoire have changed immensely since the early years of the industry. Before the institutionalization, professionalization, and commodification of the industry, undertakers took the body over at the time of burial. For an extra fee, one may hire an undertaker to place the body on ice for temporary preservation. However, the complexities of the American Civil War influenced a logistical need to ship the lifeless bodies from the battlefields back to their families where they could receive a proper burial. Technological advancements such as embalming made this possible and in doing so transformed the way Americans mourned their dead.
              Although the rapid increase in embalming was a reaction to facilitate a need to ship preserved bodies back to their families, the practice was also used for those who perished seeking riches during westward expansion. Together, both played a significant role in establishing embalming as a uniquely American tradition. In fact, California became so detrimental in the use of embalming that the region is credited with centralizing the practice during the nineteenth century.[1] As funeral homes displaced the parlor, Directors began providing embalmment as part of their service on the deceased. The transition to present the dead in as natural state as possible sought to capture a beautiful “memory picture” for the bereaved. In time, the practice led to what became referred to as “restorative art” or put another way, the restoration of the deceased. Once the body has been completely restored by the handy work of a Funeral Director, the details of dress and casket must made. Much more than a simple box manufactured out of pine, caskets come in many shapes and sizes, made from various woods and metals, and with price points that differ considerably depending on the finish. Far removed from the era of undertakers, wood caskets are available in Ash, Cedar, Mahogany, Cherry, Oak, Pine, and Poplar. For those seeking a metal casket Steel and Stainless Steel are available, and those with enough money can procure for their loved one a casket made from Bronze or Copper. Although companies such as York, Aurora, and Batesville reign supreme in casket sales, online sources such as SkyCasket have entered the market promising quick delivery and reduced pricing to any funeral home. National retailers such as Costco and Walmart who sells its low priced “Dad Remembered Steel” casket for $995.00 have become ingrained in casket sales.[2] In addition, caskets can be lined with velvet, cotton, silk and several come with memory foam for their occupant’s “permanent sleeping comfort.” The use of verbiage such as “permanent sleeping comfort” illuminates the distinct terminology that continues to be used in a way that removes “death” from the equation. Instead, descriptions of the deceased suggesting the dead are merely sleeping is to insinuate that the loss of life is not permanent. In doing so, industry marketing tactics continue to maintain their central focus to help the living escape the trappings of death.
  Having been showered, groomed, restored, and dressed, the body is ready for private or public viewing. According to Jessica Mitford, in addition to embalming, viewing of the dead is a ritual unique to American Funerals.[3] In cases where the family or deceased opt for cremation, the bereaved are informed of the offerings such as a traditional service with the viewing of the body. This can be done by leasing a “rental” casket and having the deceased embalmed. Another option, those who choose direct cremation will forego many of the established costs by having their loved one transported from their place of death to be cremated immediately. Here too, the bereaved are offered the option of a memorial in honor of their beloved. According to Prothero, although difficult to pinpoint the origins of the memorial idea, cremationists took note from Memorial Parks such as Forest Lawn Cemetery whose superintendent deemed memorials “a sacred obligation which [families] have no right to disregard.”[4] Much more so, the memorial idea was a transition by which cremation became a means to an end. In other words, cremation became one part of a burial process akin to embalming. By memorializing, cremationists enabled themselves to capitalize on the sale of urns and niches much like a director sells caskets. Consequently, directors and cremationists would become intertwined many years later as a result of these policies.
   

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  [1] Laderman, Rest in Peace, 16.

  [2] "The Ten Companies That Control The Death Industry." 247wallst.com. January 13, 2011. Accessed April 12, 2016. http://247wallst.com/investing/2011/01/13/the-ten-companies-that-control-the-death-industry/.
   

  [3] Mitford, The American Way of Death, 50.

  [4] Prothero, Purified by Fire, 148.