Magazine article Marketing

Why Mouthfuls of Garbage Are Hard to Swallow

Magazine article Marketing

Why Mouthfuls of Garbage Are Hard to Swallow

Article excerpt

As you get older you notice to your chagrin that you start to show some of the traits of your parents - especially those you found most odious.

My father, who ran a pub, was what they call 'a character' - a valuable attribute, since many customers came just to marvel at his antics. But these were often less fun for us. Being miserly, he used to go round the kitchen regularly turning down the gas cookers; no help if you're trying to serve meals on time. And he had a filthy temper, to gratify which he used to turn on the wireless each morning and wait to hear a singer he didn't like just for the pleasure of snapping 'yowling bitch' and turning it off.

I am becoming increasingly intolerant myself about things that don't matter. The other day I read an interview with an agency boss. Deftly combining cliche and inaccuracy he said of his love for wine: "It's a great conversation-starter. It helps to know your Beaujolais from the rest of your Burgundies." "But not as much as if you know Beaujolais isn't a Burgundy," I muttered pettishly.

I'm like someone scratching an itch: I can't help analysing such clap-trap. When Fergie said she was going to "down-shift her lifestyle" I wondered irritably how it could get much lower than it was and why she didn't just say she was going to squander less money. Reading a man describe his life's work as "providing Internet and Intranet communications to the corporate environment" I wondered what he meant. And if he meant what I think, was it true? …

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