We Hear So Many Words And None Make Any Sense

RiteAid Parking

I visited RiteAid today. If I haven’t mentioned it before, RiteAid is the largest chain store for 100 miles, so it’s kind of a thing, locally.

I’m more than willing to get lost in the rows and rows of soaps and creams. They’re just so pretty and clean and bright. Just imagine how much these companies spend on graphic artists for these products. They’re so tempting with their promises of soften skin, smooth wrinkles, even tone.


And there’s always the “but”. But—then they always seem to promise to bring back your skin’s “radiance.”

I don’t know about you, but my skin has never been radiant as:

  1. radiant  brightness or light: the radiance of the tropical sun.
  2. warm, cheerful brightness: the radiance of her expression.
  3. Rare . radiation. [dictionary.reference.com]

I’ve never glowed, my skin isn’t particularly cheerful (unless it’s getting up to more than I do), and I’m pretty sure I’m not significantly radioactive.

It bugs me. Why are we so complacent about such empty words? My parents taught me to be skeptical of advertising, and now making fun of commercials comes like a reflex. Still, radiance has always slipped under my radar. Not that I believed any of these promises, but not the ubiquitousness of that word.

Like Garnier’s new BB Cream. Have you seen the commercial, all the models yelling “BB” like it brings to mind anything other to mind than pellet guns? And I couldn’t find what “BB” was supposed to mean anywhere. Until my mom saw a Fred Meyer ad insert. BB, that magical serum, stands for—get this—Beauty Balm.


Bottom line? Question everything. When you see an ad promising an end to that one problem you simply must solve, really ask what they offer. I promise you, it has little to do with what you actually need.


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