In which Fletcher Davis is on the 6 train and is greatly disturbed by a poorly designed advertisement.
The passengers (the cargo) on the subway jiggle in unison: left then right, then left, then left again. Everyone leans but tries not to push on the person next to them—some, anyway. They stare in unison, though the rays of their eyelines are chaotic, like security vault lasers for heroes to acrobat through, like Da Vinci’s underlying canvas plans. She stares at shoes. He stares at the tops of breasts peeking out from a blouse between jacket lapels. She stares at the window but is thinking about her mother. She stares at her boy, asleep by her side, the undulations of the train pressing him into her. He stares at some nothing somewhere between him and the door, the interplay of blurry lit reflections in the dual-paned glass.
Fletcher Davis, he stares at an advertisement. He stares. His precise and calculating mind torn asunder by this ad’s garish lack of professionalism; totally devoid of style, proportion, measure, sensibility, schooling for God’s sake. It seems almost random with words crammed into the small four-foot-by-one-foot space that babbles—so much copy for such a small space!—on about Dr. Z’s miracle teeth whitening process; testimonials, benefits, details of the procedure and on and on. Dr. Z, an Indian or Pakistani man perhaps, balding and dressed in a white lab coat, is there as well, smiling a brilliant white hypnotic smile possessing a look that says, “The wisdom of the ages rests with me.” No! Fletcher thinks. Then he frowns and reads. “Studies have shown that people with brighter smiles are more successful and live more fulfilling lives.”—it’s elementary advertising! It’s the basics of a course in business writing: describe what the product does, what it will accomplish. But it just isn’t… cool.
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Read the whole story so far: Brain->Wash
Characters and Places: 6 Train, Fletcher Davis