Words words words. I get caught up
in them, especially in advertisements, because I'm not sure the writers of them
fully understand their power.
Take Starbucks. A fine organization
in many ways, ranked in the top five in fast food establishments nationwide.
Which is odd, as I don't put them in the same category as McDonalds. Somehow an
Egg McMuffin isn't the same as a triple Trenta macchiato. Although the latter
probably contains as many calories.
In any event, Starbucks is going
after the wimpy coffee market these days. Not content to just harvest in the
dark roast types, they're offering lighter alternatives. Starbucks "blonde
roast" they call it. "Blonde" after the color not the roaster.
In pursuit of that, they have a
commercial that features a barista pouring a light coffee from the spigot of
one of those mega-thermos things. Then the announcer talks about a new blonde
roast flavor. And says it's "...available only where you buy
groceries."
Based on the spigot image, does
that mean they think you can buy groceries at Starbucks? Is that what they call
their eatable offerings? Not sure I can live on rich pastries and biscotti but
I suppose I can try. If it really means only where you
buy groceries, what if I buy my groceries at 7-Eleven, or a mom and pop
convenience store? Or Trader Joe's?
Which, by the way, had a disturbing
item for sale in their most recent circular. Why is it, also by the way, that
circulars are shaped like rectangles? Anyhow, the item was "Carrot and
Cilantro Bulgur Grain Salad."
Bulgur grain. Yuck. Sounds like a
combination of bad and vulgar. Or that it will make you bulge. Not the least
bit appetizing.
Maybe if they offered it in Bulgur
blonde....
America, ya gotta love it.
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