What’s Proper Got To Do With It?

It would be so easy for my little blogpost boat to sink in the murky waters of semantics, and without getting too punctured by the range of philosophical angles that one could discuss, i really just want to vent my (ever present) irritation at the language used by the advertising industry; in this case ‘The Weetabix Company’.

In my usual post dinner position at the end of the sofa, I was half watching an action thriller (questionable use of the word ‘thriller’), crocheting a monkey’s arm and sipping a small decaf coffee. The ads came on and I half listened to the voiceover on an advert for Weetabix. Not just ANY old Weetabix though… a NEW and exciting product marketed as ‘Breakfast On The Go’.

Okay so they’ve cashed in on the whole blended drinks craze that seems to have swept over the ever increasing ‘clean – eating- Ella- loving – nutri – bullet – blending’ demographic in our nation. Not a problem. People are busy, time is unfair in the mornings and breakfast on the go is, at least, still breaking a fast.

My problem began when the advert reached its finale and the slightly Cockney, ‘bit of a lad that everyone loves’ male voice declared, “New Weetabix High Protein On the Go…”

and…. wait for it…

“A PROPER BREAKFAST…

BOTTLED”

I know it sounds like I’m splitting sematic hairs here, but honestly, SERIOUSLY, it’s a kind of oxymoronic advertising disaster…

I don’t really want to get into a long debate around the definition of ‘a proper breakfast’ but surely, SURELY if it IS a proper breakfast, it wouldn’t be on a BOTTLE! Not unless it’s for a baby…

An audience of non-eating-disordered folk will probably just shrug at this notion and possibly view it as a somewhat petty quibble, but for someone whose world has been hijacked by a vicious food related illness this kind of bizarre advertising can be a powerful (and potentially dangerous) way of reshaping and redefining what is ‘proper’ and ‘normal’. Although I’m not confident in defining ‘a proper breakfast’, I sure as hell know what is NOT. And a bottle of Weetabix doesn’t cut it.

Rant over.

Apologies to all who remain unconvinced and to The Weetabix Company who, no doubt, worked very hard at perfecting their script. Next time though, try marketing it as baby food.

It would be so easy for my little blogpost boat to sink in the murky waters of semantics, and without getting too punctured by the range of philosophical angles that one could discuss, i really just want to vent my (ever present) irritation at the language used by the advertising industry; in this case ‘The Weetabix Company’.

 

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