Have you ever asked a question and found the answer moments later in a piece of advertising? Sometimes the answer is in the next television commercial. Sometimes when a page or two is turned in a magazine. Or even the novel that you are currently reading. Sometimes the answer comes an hour later and sometimes not until the next day, but usually the answers come while the question is still fresh in mind.
Another person who lives in this house asked me why commercial store bought bread is wrapped in a layer of cellophane and then put in a plastic bag. We couldn’t figure it out. Could the cellophane control the moisture of the bread just after it was out of the oven – like paper bags do in bakery fresh bread? Or was it just legacy packaging? Because that’s the way it’s always been done and there’s no need to change?
I couldn’t think of a good answer. Cellophane doesn’t seem to function in the same way that paper does, nor does it seem to function like plastic.
So I went for a walk.
On this walk I stopped for a slice of pizza. In the pizza place the walls are covered with old posters and magzine advertising from the 30s, 40s, and 50s. As I got my slice and soda I took my seat and started to read the wall. Directly in front of me was a magazine advert that said:
HERE’S HOW CELLOPHANE HELPS YOU GET YOUR MONEY’S WORTH
And then it went on do describe how cellophane keeps foods fresh and clean and it’s possible to see through it.
This happens all of the time, this Advertising Oracle thing. So much so that sometimes I feel that The Matrix is alive and well and working.