So, I thought I would chill out on the weekend and read a few pages in a best-selling novel when suddenly, out of nowhere, I was bombarded by the world of product endorsement.
Okay, so maybe I am wrong. But check this out...
It began with one mention of IKEA. A young woman, fresh out of college went to IKEA and bought the basics’ that she needed for her bedroom. (Unlike most people right out of college, who manage to drag something out of the dumpster, steal furniture from their parents or search Craigslist) The 'basics' of course, include everything from bedding to the curtains, a mirrored armoire, a chest of drawers, a ‘comfortable’ chair, two night tables…you get the idea. Needless to say that this girl must have got one hell of a deal at IKEA because that shit adds up fast! I should visit an IKEA because according to this book, the main character was ‘amazed’ by how little everything cost her. Ahem.
The book then goes on to mention how the good people at IKEA helped this young woman load a van with all the crap she bought (unlike most stores where they hide when seeing a customer in need)
Her father’s cheque (I believe it was for $1000) went a ‘long way’ in purchasing everything she needed. She loved all her new IKEA stuff. Her roommate loved all her IKEA stuff. Life was good.
And from there, I could understand if the story went on and moved past the whole IKEA thing. It didn't.
After discussing the wonderful evening this girl spent with her new roommates, she went on to say how her new room was peaceful and pretty now, ‘thanks to IKEA.’ She once again expressed being thrilled with her purchases and that her friend’s suggestion to shop there was a great idea!
Are you IKEAed out yet? Well, you will be. Before the chapter is finished, Ikea is brought up again. She comments on having a conversation with her sister earlier that day ‘while shopping at IKEA’.
I might be jumping to the conclusion, but this chapter seemed to scream product endorsement from beginning to end. Maybe I'm a little naive, but I never considered that authors would attempt to market something in their book. I know writers may mention products to set the scene or to create an image of a character. For example, you get a completely different image when I talk about a young lady wearing ruby red lipstick than Blistex or Lip Smacker. If I mention that tube of Blistex repeatedly throughout the chapter, it might be overkill. Going back to the IKEA chapter, I will say it's not justified that the popular chain is mentioned so many times in one chapter.
Don't get me wrong. I have no issues with Ikea. I don't even have issues with the author in question. However, something is unsettling about product endorsement in books. It doesn't sit right with me.
Canadian author Mima is known for her complicated and diverse characters, a dark style, and for never shying away from controversial topics. To request an interview or if you are interested in doing a book review, please send requests here
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