Peanuts
DO you see these peanuts? Do you know what I could have done if I were a successful advertising copywriter with a few rhetorical tricks to get you to buy them for Christmas? I would have convinced you, with just a few words, that instead of possibly being made in a peanut sweatshop somewhere by people who have never heard of Virginia, they were roasted in an "artisanal" workshop. I would evoke craftsmen in black aprons roasting nuts over a roaring fire. Once I used the words "artisanal" or "hand-picked," I would have you, and then could basically lather it up with the "sea salt," which would evoke images of yourself in the open air, instead of stuck in traffic or on the sofa, exhausted from the daily grind. The "bacon cheddar" flavoring -- possibly not made from much of anything from a pig or a cow, but in a laboratory -- would be a problem. But I would use the word "small batch" before the "bacon cheddar." That would divert your attention from the "artificial flavors," which evokes smokestacks and people in labs. Words like "handcrafted" and "small batch" and "artisanal" unfailingly work in advertising even though large numbers of people basically realize they are shams. They work because everyone instinctively wants to live in an artisanal world. We were made for a "small batch" economy. We despise the conglomerization of everything, whether we know it or not. Some…