The first in an occasional series: “Signifying,” about signs spotted here and there.
Not far from Rancho Retro, along busy Western Avenue, overlooking the Port of Los Angeles, there’s a extensive amount of civil engineering work in progress for the construction of a new housing development. The project has been controversial, because it will add traffic to already-busy Western. The required safety fencing is in place around the site, and it’s screened from being a traffic distraction and to help keep blowing dust off adjacent areas. Blank surfaces are, of course, empty canvases for marketing messages. Here’s what the developers want passers-by to think about:
Really? More? More what?
Critics of the project, including neighborhood residents, certainly think immediately, “Yeah, more dust, more noise, more traffic congestion, more people vying for parking spaces at the grocery.”
Is this advertising, or a philosophy of life?
Pessimists might aver, yes, every day might begin with more: more anxiety, fear, dread, debt, deadlines or dreck on TV, radio and the Internet.
Conversely, the optimist might spring from bed, and in a lilting voice declaim, “Every day begins with more hope, more joy, opportunity, growth, adventure and delight.”
Is this truly an appropriate slogan for a housing development? It may be wasted here, and better applied to some product guaranteed to prolong and enrich life being hawked in an infomercial.
It could, though, open a rich new field of related taglines:
Every day begins with less (weight-loss product)
Every day begins with nothing (society of anarchists, if anarchists can ever truly form a society without being immediately redundant)
Every day begins with me (politicians)
Every day begins with you (your local bank, grocer, chiropractor, you name it)
Is this an effective slogan or not? I’m at a loss. It’s passed that time-tested standard: it got my attention; I think of it even when I’m not even driving past it, as one thinks of “Sugar Sugar” by the Archies or some other irritating song that won’t leave your head.
I ask you. Should every day begin with more, or should we simply be satisfied with something less? Leave a comment.
We’re inundated with signs in our media-dominated culture. What they signify isn’t always what was intended. More to come.
© Brad Nixon 2016, 2017
Under Western Skies 
Nice post! Looking forward to the rest of this series. To answer your question: the fact that you bothered to write a blog post about the slogan, and the fact that I’m here commenting, shows that it was at least in part a success.
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By: Viddyad Team on July 26, 2016
at 7:26 am
Dear Under,
Oh no! I have a very long meeting today. “Sugar, Sugar” will accompany all proceedings.
So, today begins with a little more drek dredged up from the memory banks.
Thank you?
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By: Dana on July 26, 2016
at 8:41 am
Sorry about the earworm. It was late, and I’d have thought of a less intrusive way to make my point if I’d had more time to write before I ran out of gas.
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By: Brad Nixon on July 27, 2016
at 7:14 am
Wow. This will play with your head. Well, my immediate thoughts put me firmly in the optimist camp. Upon further reflection, I can see the many different possible interpretations and how would they all fit together? There is also the possibility of cumulative messages which will then explain the intended meaning. That would train people to watch that spot…Hmmm some possibilities there. Oh and by the way, thanks for getting “Sugar Sugar” stuck in my head!
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By: feistyfroggy on July 26, 2016
at 8:46 am
It’s a sharing thing. Thanks for the comment.
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By: Brad Nixon on July 26, 2016
at 8:02 pm
Every day begins with more . . . SUGAR! Look at the firestorm you created with that ear worm! A bubblegum pop song that no one likes, but that no one can forget. “Thanks for the memories,” Bob. Better yet, why don’t you post some pix of Thomas Kinkaid paintings to accompany the Sugar, Sugar song? That should REALLY annoy everyone. 😫
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By: La Boheme on July 28, 2016
at 8:53 am