Opinion
What's this all about?
You're in the supermarket, dodging other trolleys, grooving to the music (chosen by marketing gurus to keep you shopping longer), agonising over prices, labels and ingredients, when, suddenly, the music is interrupted by an advertisement for that very same supermarket.
Excuse me?
We're already shopping there, so why advertise the place? The advertiser is urging you to do something you're doing already! Not only that, but they interrupted a carefully constructed, psychologically tested musical programme to do so.
Now I spent a mere 15 years in radio, most of that writing advertising copy, so what would I know about marketing? But I'm pretty certain someone's got it wrong. You do not need to advertise a store ... in that same store.
It's silly and it's distracting. It's also completely redundant. It's almost as bad as those distorted announcements telling Angela she's wanted on line six, broadcast at a volume guaranteed to spoil your shopping experience and drive you from the store.
Considering the time and money spent on shopping analyses and buying habits, the clever way the stores are laid out and the shelves are arranged, all to get the maximum spend, it's pretty dumb to ruin it all with something so ill-considered.
Today, being February 29, is Leap Year Day, or Leap Day (although the latter gives it trampoline connotations).
Officially, the extra day was added to the calendar to make up for lost time. That's because each year is really 365.25 days long - that's roughly how long it takes for the Earth to complete the circuit around the sun.
If we stuck to our usual 365-day calendar, sooner or later our seasons wouldn't match the months and we'd be feeling cold in February ... something tells me the extra day every four years has not put us back on track. To wake up to cold mornings at this time of year is not natural.
Anyway, the intention of the added day was to synchronise the man-made calendar with that provided by the stars and the seasons. Climate change could cause us to have another look at that sometime.
Leap Year took on another significance with regard to romantic love. In a world once dominated by the male, Leap Year Day became the only day on which the girl could propose marriage.
At any other time, of course, it was the male prerogative and women had to wait patiently while he gathered the courage to pop the question or until he felt his youthful ways were a thing of the past and it was time to look for a long-term mate. Of course, nowadays, a long-term mate is more likely to be someone with whom you share a cell and a sentence.
The Leap Day proposal thing is a British tradition which, although supposedly old, did not appear until the 19th century. As fair warning to the less fair sex, women were (are) expected to don a red petticoat if she intends going a-courting.
From some accounts, the about to be betrothed couple did not have to be romantically involved at all; if the woman set her hatpin at a man, he was fair game. Not only that, but there are stories of penalties incurred if the hapless chap turned down the proposal. It appears just because the woman had only this one day every four years to "pitch woo", the guy had better comply, or else.
It would be an interesting study indeed - how many marriages were pledged on this day with the woman initiating the proceedings? And were they wearing red petticoats?
It's been a busy week for Midweek. The Plunket appeal is a biggie. Most of our families owe a debt of gratitude to the organisation which has helped ensure lots of babies get a good start in life. Their work is invaluable - please help.
The RSA Target Shooting Club open day is a good way to introduce people to the sport. The main attraction is its suitability for the entire family to participate. Anyone at almost any age can do it.
Bird Rescue, another worthy cause, has found its way into our pages, and we spent some time with the artistic Singletons. Some of John's work is displayed in the picture on page 12. It's good incentive for folks like us to get around the Artists Open Studios next month.
In the next issue we take a look at a new computer suite (Training For You), ask why Lance Richdale is not better known in his home town, look at Geoffrey Lawson's new career as a gun biographer, talk to a young woman who has developed a beauty salon and check out Nelson Lebo's efforts to teach sustainability.