A few years ago there was a radio commercial that opened by asking "Are you concerned about your cat's urinary tract health?"-- I found the ad rather off-putting, I mean I don't own a cat and even if I did I doubt I'd even consider let alone be concerned about its urinary tract health (unless the cat had given me cause for concern of course).
Furthermore, the ad made me a bit paranoid-- SHOULD I be concerned about the urinary tract health of cats in general? I'm not generally a cat person, but I don't necessarily wish them ill will either-- for those that do own cats, I do sincerely hope that their urinary tracts are indeed healthy (the cats and the people who own them, for that matter)-- and for those whose urinary tracts aren't doing so well-- I thought to myself, don't doctors recommend cranberry juice for people suffering UTIs? Why not just give Fluffy a spot of Ocean Spray with her next helping of Fancy Feast or 9 Lives?
I mean, if it's good enough for humans, it should be good enough for Persians, Siamese, Himalayans, Tabbies, and etc., right? And that does bring me to me next question, are YOU concerned about the urinary tract health of cats?
Now, this brings me around to another line of reasoning-- if this ad was able to get ME, a person who has never owned a cat, concerned about their urinary tract health it was indeed quite effective. Thus such a campaign should be duplicated to cover issues which affect more than just cats and their owners-- the War in Iraq, the wastefulness and general corruption of the US Congress, the pitching rotation of the NY Mets, the price of tea in China, and the urinary tract health of dogs/ferrets/hamsters/goldfish and other household pets. The possibilities are limitless!
The trouble is, if that were to happen such an ad campaign would totally lose its effectiveness. Much like how all car commercials seem to be identitical in their claims of vast superiority over rival brands and are chocked full of superlative adjectives-- all such ads would start to sound alike and the collective conciousness of the target demographic would just tune these ads out much like it already does with said automobile commercials. So, such an advertising campaign should be saved for really important issues to preserve the overall effectiveness of the campaign.
And now, I look back on this entry and realize-- that this entire post was inspired by a 3 or 4 year old radio commercial for medication that helps heal urinary tract infections in CATS! And I STILL don't even own a cat...