“IMITATION CITRUS FLAVORED DIETARY ARTIFICIALLY SWEETENED CARBONATED BEVERAGE. That, I submit, is not a label; it is an incantation. Someday, it should be set to a suitable plainsong tune or Anglican chant.”
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Quote Analysis of Robert Farrar Capon's Reflection on Beverage Labels
In this thought-provoking quote, Robert Farrar Capon invites readers to reconsider the nature and essence of product labeling, specifically regarding a carbonated beverage. His words transcend mere criticism, suggesting a deeper commentary on consumer culture and the language of marketing.
Capon begins with a detailed description of the beverage, using a long-winded label that incorporates terms like "imitation," "dietary," and "artificially sweetened." This meticulous dissection of the product name sets the stage for his assertion that such labels have lost their fundamental purpose of straightforward communication. Instead, he perceives them as a kind of sorcery or incantation—words strung together not to inform, but to enchant and persuade.
The phrase "it is an incantation" is particularly striking. Here, Capon critiques the way advertising language often distorts reality. The use of elaborate descriptors may give an impression of sophistication or healthiness, yet they simultaneously obscure the true nature of the product. By comparing the label to an "incantation," he suggests that it reflects ritualistic and almost mystical aspects of consumption, transforming a simple beverage into an object of fascination and allure.
Capon's idea of setting this label to "a suitable plainsong tune or Anglican chant" further underscores his belief that the language of consumerism has taken on a life of its own, worthy of poetic expression. This evokes an image of people reciting product names with reverence, highlighting how entrenched these branding rituals have become in society.
Ultimately, Capon's quote serves as a critique of modern consumer culture, prompting readers to reflect on the significance and implications of the language used in marketing. He calls attention to the intersection of faith, language, and consumerism, suggesting that even the most mundane objects are wrapped in layers of meaning that deserve deeper contemplation.
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