You, sir, name? wrote:In Swedish advertisement at the moment, everything is "fresh", and every product oozes an unmeasurable mystical quantity called "freshness". I'm not quite sure what this "freshness" is, and I suspect inhaling it may be dangerous.
Oh dear god dont' get me started about "freshness". It's everywhere here too.
Where to begin? Subway is one of the worst culprits here. I recall a now ancient subway commercial of a spokesman decrying the "freshness" of lettuce in a supermarket, because the stock boys there hadn't picked it. My mind explodes! As if the ingredients used at a fast food chain are even approaching being fresher than any average produce in the supermarket. They've now switched to saying that the sandwiches are "prepared fresh", but what sandwhich isn't? Even a hamburger is assembled when ordered.
And then of course there's the Febreeze products, that are, if we are to believe them, distilled freshness in liquid form! Why clean your furnature when you can simply mist it with ESSENCE OF FRESHNESS?
I suppose that's what happens when you have a word with strong positive associations but no clearly defined meaning.