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	The Best Kroika Ad Ever!   (February 8, 2006) In response to a critique I've received regarding my recent Kroika cookie ads, e.g. that they've been negligently male-centric, I've designed one featuring a female. Enjoy! I think this one is the best yet, for it communicates the immense power of a crisp Kroika cookie to literally change your world view from a world-weary gray funk to a brightly colored, glad-to-be-alive vibrance, transporting the lucky person consuming the Kroika into an angelic state of being. This, after all, is the most potent promise of advertising--that buying this product will effortlessly transform you into something, grand, wonderful, special, powerful, advanced, prestigious--that is, everything that you are not. And this transformation via purchase requires none of the sacrifice, labor, tenacity, open-heartedness, empathy, resilience, effort, dedication, study, practise and understanding that you would need to achieve all these good things on your own in the real world. That's why advertising works: it promises transformation without all the work, failure, and effort of real transformation and accomplishment. It plays to human's great weakness: we are fundamentally lazy, and want a quick way to riches, fame, success, love and glory. Alas, there is no such path, but we fall for the promise nonetheless. Don't you wish you had a crunchy Kroika cookie right now? * * * copyright © 2006 Charles Hugh Smith. All rights reserved in all media. I would be honored if you linked this wEssay to your site, or printed a copy for your own use. * * *
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