Subliminal marketing and the “Every Day”March 28, 2011 by Susie
I’ve just been noticing that suddenly the words “Every Day” are appearing in the new cookbooks I see, well, every day. This week it was Heidi Swanson’s Super Natural Every Day and Hugh Fearnley-Whittingstall’s River Cottage Every Day. That’s “Every Day” the adverbial phrase, not “everyday” the adjective. “Everyday” the adjective has overtones of the humdrum, I suppose, even though you do see it widely used on cookbook jackets. But for me, “Every Day,” with the space, has a certain siren lure.
I found, upon investigating, that some of my absolute favorite cookbooks use the magic phrase “Every Day”. Like Roy Finamore’s Tasty: Get Great Food on the Table Every Day. Or Peter Reinhart’s Artisan Breads Every Day. Every time I pick up Reinhart’s book, I say to myself, Why yes! I could make artisanal bread every day, if I wanted to. Every day, and any day! But I don’t have to.
There are even “Every Day” books I’m inexplicably drawn to but rarely use, like Noodles Every Day, or Diana Henry’s Pure Simple Cooking: Effortless Meals Every Day. Even if I never pull them off the shelf, they seem to promise that every day, any day, I could.
Is there a magic phrase that makes you buy or keep a cookbook? You may not have even thought about it before…but chances are there is.
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