We like to think

that we’re somehow above advertising. Smart consumers, we are. We don’t buy things just because the TV tells us to.

And maybe we don’t. It seems like most of the ads on my TV, whenever I turn it on, are for things that I don’t purchase, or don’t purchase spontaneously. Car insurance. Baby diapers. Kid’s toys. Medications of various kinds. Cheap beer. Fast food. Department or chain stores that I try to avoid.

On the other hand, I was lazily scanning our fridge-door grocery list this morning as I poured coffee. My attention was really elsewhere. Until I spotted “Egg McMuffins” on the list. What? Nobody here eats ham. My double take proved that what it actually said was “E. muffins.” That being English muffins. Being skeptical of eggs from fast food places even when I was a young thing who still ate such means that I have never eaten an Egg McMuffin. I have, on the other hand, gone through a few English Muffin phases, even making them myself for a while.

Yet still, there in my subconscious, the advertisement for a food product that I have never eaten is what fills in the gaps.


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