You're Soaking in It

I suppose advertisements often work.

That people see them on television or online and then buy the products they witness after having unconditionally embraced ecstatic desires to shop, or at least, do something.

Every so often I see a really good ad (Heineken had some great ones a couple years ago and there was that cool one with the hamster or gerbil escaping from a hospital last Summer), and I can appreciate the creativity that goes into crafting them, but actually buying something that they mention, or feeling compelled to buy something they mention, that's something I don't understand, even if I appreciate the variety of goods available at various shops/. . . throughout town and I may use Wix to create a website at some point.

Then again, craft beer, wine, indie music, fictional and non-fictional books, knickknack boutiques, juice purveyors, speciality cheeses, and items from antipasto bars don't really show up in televised ads that often, and I don't watch television, and if they do, I then instinctually don't want to buy them if I happen to see them because it seems as if they've lost something genuine in the marketing.

I don't hold it against companies who decide to go this route (Molson and Labatt were likely craft breweries long ago). If they desire to expand to larger markets, good for them, just don't change the original recipe!

Film trailers, I do watch a lot of film trailers, I love watching film trailers, but I go to the cinema often enough and like to keep abreast of what's coming to town and usually won't see a film if I don't like the trailer unless it's been hewn by a director I like or just seems unapologetically incorrigible and/or ridiculous.

Does Ricard advertise in France?

Does Simons advertise in Québec?

I love the collective nature of STM advertisements and check out artists advertised in métro stations on iTunes later on if they have a catchy name or their album sounds cool.

Or they're holding a violin or standing next to a piano.

There are a preponderance of little ads that pop-up online (pop-up ads [😉]) that are somewhat irritating, and I thought You're Soaking in It was going to condemn them with more passionate argumentation, was going to create an all-encompassing death-defying theory or two to conspiratorially define things, even if they bluntly recognize the inherent impossibilities of pursuing such objectives, as people have been stating for centuries, that's where you find the most sincerely odd novelties, ludicrously presented with cold hard immaculate ephemeral tact.

I was hoping it would take me a stage past Fast Food Nation or game change like Cowspiracy or Blackfish but I didn't really get there, although I did like considering facts presented, the promotion of AdBlockers, and having the chance to listen to contemporary internet gurus in their own words.

Maybe it wasn't trying to seem like an ad so it ignored filmic conventions and decided to boldly wing it?

Although it seems like even if you spend millions on market research, if you never wing it, you may find yourself struggling to sell.

Some relevant postmodern analyses of a reality that's been (relatively) uncritically pontificating nevertheless, You're Soaking in It offers some thoughtful commentaries without strikingly conditioning, like a late afternoon novel that coyly resists immersive seduction.

Not bad.