Eating Real Food

Is now a marketing slogan.


I was talking with a friend about some of the possible consequences of the popular appeal of Mad Men, that maybe it could subjectively get us to actually hate and therefore begin to try to resist the power of advertising. But, even as the words passed my lips I knew this was a vain hope. It’s terrific art but the network executives behind it are just as clueless about why people like it – and clued in about what people will watch – as the most cynical characters on the show are. Evidence the appalling reality show that mimics it, follows it, appears to be unwatchable and will probably be some kind of quantifiable cultural phenomenon on its own.

Selling back to us things we should already be doing, making the zeitgeist attractive and appealing, is tricky. Because there are a lot of things people already do that many others should embrace for their own and our collective good, but for the streak anti-authoritarianism that runs deeper than the Mississippi – and which is completely at odds with our vulnerability to corporate thinking. We (remember, there actually is no they) can even get people be against clean air and water. We’re helpless before the slick-o ads that pervade. Even the coming presidential campaign is actually a high-concept design contest, starring people in ads who will say they just want honest conversation about our problems. “Were X’s ads effective?” the headlines will read. Such will be the nature of the political analysis. “Wheels with wheels, man!”

So, yes: eat real. Hey better yet, get real. What does that mean? Hey, now we’re back on track! Not sure we need to put such admonitions on t-shirts – though it does bring to mind Marquez’ One Hundred Years, when everyone in the village forgets the names of everything and they have to go around labeling things like ‘chair’ and ‘table.’ Yes, maybe it’s that. Or this: