You know the commercials. The ones in which the thoughtful man surprises his wife for a holiday or anniversary with a piece of diamond jewelery. Her mouth opens in ecstatic disbelief, she looks at him, her eyes mist over with grateful affection, their lips meet...
And then the singsong voiceover: "Every kiss begins with Kay."
Think for a second about what the cynical bastards at Kay Jewelers are actually saying. Every kiss begins with Kay: all romantic love is founded upon the exchange of expensive gifts. Not attraction. Not shared dreams or common interests. Not even sex or the base desire to procreate and raise a family. No - Kay wants you to remind you that the true meaning of love is found in useless, shiny scraps of carbon.
There are plenty of other vomit-inducing commercials around this time of year, but I don't know of any others that make the outrageous claim that the very existence of romantic affection owes itself to the consumption of their product.
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