October 1999 target audience by Leslie Harpold |
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The Toaster
Conspiracy
Thomas' English muffins would like me to believe that there are great
stories to be told about mothers and daughters to be told around the
toaster. Eggo would like me to believe that waffle ownership will affect
my relationships in a classic struggle for power. Pop tarts would like
me to think that those too sweet toaster pastries will make my life
more whimsical and exciting. I'm not sure I want an appliance that costs
less than twenty dollars to have that much power in my life.
Thomas' has an ad where a small blonde moppet is sitting with her grandma
as she is fed the story of how "mommy used to call them 'crooks
and nannies' to which the little girl responds as if she's been tickled.
Grandma speaks in low and hushed tones, as if she is relating some cherished
family secret, and when mom arrives, just in time for the perfectly
browned muffin to pop out of the toaster -- the child ask for verification.
"Is it true!" Mom and grandma share a look and although mom
is dismissive, she is surprised and slightly embarrassed that gramma
is still telling that old story.
In the end the family shares a warm, loving soft focus moment. I'm
sitting there asking myself what kind of family discusses the intimate
details of english muffins as a family story. If this is where the modern
family is headed, I'll have no part of it.
I rue the day I sit at the table with my (at this point fictitious)
child and my mom starts talking about how I never wanted to pop Pop
Tarts and the worst shame of all: I always thought that eggos were a
weird shape and the circles made me feel a little uncomfortable. Frankly,
I never really cared about anything that came out of the toaster with
appropriate passion.
I understand that it's hard to make toaster related food products exciting
and interesting enough for television, but I'm going to have to draw
the line at making the innocuous appliance the epicenter of hearth and
home. Any woman who would follow her window washer husband to work,
as evidenced in the latest Eggo spot, or imagine that their wild blueberry
Pop Tart would make them a pint sized rock star is taking advertising
way too seriously, but those spots are based on long running, slightly
absurd campaigns and that small element of absurdity saves them. So
although it may annoy me to no end, it doesn't cause me that much stress.
It's the English Muffins that alarm me the most. The innocuous set,
the doting grandmother, it all plays into the new family values set,
hoping to find some sort of closeness, some kind of glue to reunite
the busy American family. There is a certain appela, if I could convince
my mother to tell a story like that instead of dragging out the pictures
of me with my toy fishing pole in the bathtub at age three, or how I
dumped talcum powder in the hallway when I got a shovel for Christmas
on a year there was no snow and I couldn't wait to get started, or any
of the shameful tales about me driving the car into the house, I'd feel
0pretty good about it. But as we know, mothers are untrainable, and
the stories will get told. The ad makes me question my whole existence
for a moment before realizing that it's the people on TV who are living
wrong.
What if the small features of consumer products become fodder for family
memories. What if family discussions start centering on how Tide both
brightens as it whitens? What if the whole world suddenly creates family
moments around April Freshness or a 100% Real Cheese Taste Explosion?
I'm just not prepared for that.
The possiblitiy exists that this is merely a conspiracy perpetuated
by the likes of Sunbeam, Back and Decker, Cuisinart and other toaster
manufacturers to incite the family decision maker to keep a new toaster
around lest some precious moment slip by with burnt edges, but I'm not
quite paranoid enough (yet) to buy that one.
I've come to accept that we must see families bonding around or with
the help of products, but to presume this branded attachment becomes
part of a family legacy is just too creepy for me. Back away from the
toaster ladies, and get back to chatting about that not so fresh feeling.
in the junk drawer:
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