Drink Fire

Current advertising urges us to become dragons by now offering substances akin to “a crackling fire” and somehow making this experience “cozy and sweet” which is not typically what a crackling fire should taste like but I’ll take it:

Okay, okay but you're not getting the point.

The point is that this is an example of a bad simile. Cozy is not a taste, neither is crackling fire, which is why this doesn't work. Cozy and sweet, like a hearth or a fireplace is still bad, but not as bad as crackling fire. Cozy is a state of being, crackling fire is a sound as well as a vision. It's just a messy simile. OK? Bad advertising. Though I'm sure it's only a select  number of us who even take notice of this stuff. 

- F