I have been meaning to give you a kidney transplant update and thought today would have been a good day for that but something more important came up. Ahem, attention. To all responsible in some way for the pricing of goods and services, “free” means “not costing or charging anything.” Again, thanks go to Misters Merriam and Webster and yes I am still trying to figure out who is who.
Why am I on to this again? Because I have that kind of time, and that kind of time has finally pushed me over the edge. It’s late in winter, or early in spring, and neither is giving any ground. I’m sick of being either inside or out only for dialysis, doctors, or church. Obviously church people and doctor people are really nice folks but I really can use some time outdoors. (Dialysis people tend to be nice too but I am a little less disposed to calling anybody stuffing needles the size of bucatini into my arm pleasant people to be around.) If it’s not way too cold for a brisk walk (winter’s doing) the wind is blowing a gazillion miles an hour (spring’s contribution) or they are both huffing and puffing, threatening to blow my hovel down. So, I spend most of my time not spent at dialysis, doctors, or church, spent inside with the television on for company. I figured I really needed company when one day while talking to my plants I, with much deserved huffiness, turned on a heel, stalked out of the room, and slammed the bedroom door when they gave me the silent treatment. Collectively! The nerve of them! After all I’ve given them – water, sunshine, more water, a little fertilizer now and then. I mean really, who do…. umm ….
So I’m back to too much time in front of the TV and there are only so many movies you can sit and watch that eventually you have to resort to commercial channels and they include commercials. And the ones that play early in the morning or late at night are what you expect when the ad rates are significant less than the Super Bowl pregame show. They are the As Seen On TV ads.
Like me, maybe you are not too young to recall those early “Not Sold In Stores” television commercials. They were really things you would not find in any store. A knife that cuts through steel toed boots. Lithuanian language records. Combination fishing rod/compass. Unique products that even if you knew you’d never need, want, or use like a clothes iron that plugged into your car’s cigarette lighter, you were going to watch that commercial all the way through – just in case. Who knew, by the time they got to the end maybe you decided that you really did need a hand cranked camp stove that could boil water and provide the upper body workout your exercise routine was lacking. And their premiums were real premiums. Not a commercial ended before the announcer excitedly added, “And if you order now, we’ll include an ice crusher absolutely free!”
Today’s late night answer to the famous towel that can hold 12 times its weight is neither not available in any store nor likely to have you waiting for the commercial’s end for any reason other than that your program is that much closer to returning. And there are no more premiums. Where did all the ice crushers go? No, now if you “order now!” what do you get? Another one of whatever they are trying to get rid of. If I don’t need one battery powered ear wax vacuum I certainly don’t need two, especially not for “free! just pay an extra fee.”
I particularly resent the copywriter who puts “free shipping,” “we’ll send you a second absolutely free,” and ” “just pay a separate fee” all in the same ad. At least if there was a shipping charge for the first I could talk myself into understanding the “separate fee” for the second, but when the first is going out with “free shipping” what first fee is there that we’re not being told about?
Okay, so now that I have gotten that out of my system perhaps the next time around I’ll update you on my kidneys. I promise, it will be free.
I’ll admit I’m not a big boxed cereal eater myself today but I have a decent chunk of pantry space devoted to the foodstuff. Hot cereal is different. I always have multiple containers of old fashioned oats on hand for breakfast, lunch, sometimes dinner, often cookies, just as often bars, and occasionally muffins. But those other cereals usually end up masquerading as “a heathy snack.”
Now, back to my premise, if it’s such a good idea why not make all advertising follow a similar structure. With that understanding, I now present the way consumer goods and services should be advertised. In the spirit of the FTC mandate I’ll just note the disclaimers. The creative teams can use the rest of the 15 second spots however they would like. Please note that some of the required language might mean the advertising budgets may require some expansion to reflect longer ad time buys and since we know that companies don’t spend money they cannot recover, there may be a corresponding increase in product pricing.
If you go back far enough all diseases have been rare at some time. The more common conditions like diseases of the kidneys didn’t become less rare because they affected more people. They became more common as those treating them spoke with others treating similar conditions comparing symptoms, patient histories, disease progression, and constants in presentation. Often when enough data is collected it becomes apparent the rare disease wasn’t as much rare as unrecognized. Treatment options and the responses then get shared, refined, retried, and publicized and the goal shifts from just education and proper diagnosis of the disease so difficult with the rare ones to effective treatment and some day eradication of the disease.

They’ve raised over $157 million. How much more? Add another $10,621,683.76 from this weekend. That’s short of the $13.4 million record from 2013, and far far less than say the $700 million donated to St. Jude’s Hospital last year but Thon’s overhead is probably a little less also. And you can’t argue that is still quite a total for a bunch of kids just helping out another bunch of kids.
Just over the weekend I was watching the 1974 Best Foreign Language Film winner, François Truffaut “Day for Night.” (Reading maybe as much as watching as my French comprehension was never as good as my high school grades suggested. Hooray for subtitles.) As the credits rolled (before the movie as they should be) after the acteurs, among the équipage, and before the producteur and the réalisateur was “Script Girl,” just like that, en anglais, capitalized, and in quotes.
Another perfectly good word is “exchange.” This word even has the dictionaries agreeing there is little room for ambiguity. “An act of giving one thing and receiving another (especially of the same type or value) in return” is the number one definition in the Oxford English Dictionary, and except for references to where stocks are traded and a short conservation or argument, every reference to “exchange” is pretty much the giving and getting of something similar. Our general use of the word confirms that. Next week, if next week was fifty years ago, elementary school kids across the country will hold a “Valentine Exchange” at school and everybody gives and gets happy heart shaped cards. (Who knows what they do today.) Just a couple months ago at Christmas time you may have participated in a “Holiday Gift Exchange” at work when to keep in the spirit of exchange a dollar amount was stipulated. Even businesses know that to be an exchange a transaction must be of equal value. Gold and jewelry exchanges all over swap fresh money for old gold at a specifically noted “rate of exchange.”
“You mad?” you say? Sort of. More disappointed about what people have come to think is important enough to put their welfare at risk and not just by taking an extra day off. The average super bowl party host will spend as much as the average American family spends on Thanksgiving but mostly on chicken wings and beer. About 1.3 billion chicken wings were consumed Sunday, washed down with 325 million gallons of beer. Some of that beer found its way into people with a history of bad judgement around alcohol. Drinking violations by repeat drunk drivers ordered to stay sober jumps an average of 22% on Super Bowl Sunday, compared to usual Sunday violation rates. The National Highway Traffic Safety Administration (NHTSA) puts Super Bowl Sunday among the deadliest traffic accident days with other “holidays” like Cinco de Mayo and St. Patrick’s Day.