A trip to Emeryville’s shopping hub was the least interesting part of my weekend until the following ad, painted on the entire side of a building, caught the eye of my kids (8 and 10 years old):

“Be not ashamed of thou love of shoes”

Few signs have generated as much discussion: religion, materialism and consumerism; the role of advertising; and even grammar (thy/thou). Not surprising, it didn’t make any of us want to spend more money. It didn’t make us feel better about ourselves, the economy, or a house full of things we don’t have time to gather up and donate. Just the opposite. Like “don’t look at the sun,” “be not ashamed” compels you to do what it’s telling you not to do.

I expect the sign will disappear soon, but I hope the next one is also poorly thought through and grammatically challenged, providing entertainment for those who would rather not be shopping.

advertising, Emeryville, grammar, language, materialism, religion, Shopping, Writing

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