Hype and Mr. Cof­fee

Calhoun Times - - FRONT PAGE -

As the be­gin­ning point of re­marks to­day, l re­mind read­ers that last week I dis­cussed the word “hype” as it re­lates to mat­ters or truths un­known ( not yet in ex­is­tence) about a par­tic­u­lar event, prod­uct, and in some cases a per­son ei­ther elected or hired about to oc­cupy a new po­si­tion.

Much of the at­ten­tion was given to the ad­vent of the per­sonal com­puter ( PC) into our work and homes. Also, the in­ter­net and its re­la­tion to our func­tion­ing in the world were in­volved in that dis­cus­sion. The com­puter might be the great­est in­ven­tion of modern days. It is dif­fi­cult for me to com­pre­hend which is the set and which is the sub­ject of two en­ti­ties— the In­ter­net and www. The Mi­crowave Oven: Also, men­tion was made of the mi­crowave oven and the com­ing of the near ef­fort­less and short time it was go­ing to take to pre­pare fam­ily meals. Our younger gen­er­a­tion will not re­late to the time be­fore the mi­crowave oven ap­peared on the scene in the 1970s. They did ap­pear and are now a fix­ture in nearly ev­ery home.

Now, to those old enough to ap­pre­ci­ate the ap­pear­ance of the mi­crowave and what it was go­ing to do to re­lieve our moth­ers of the long and la­bored task of prepa­ra­tion of fam­ily meals: Can we not re­mem­ber those in­fomer­cials with the demon­stra­tions of the short time nec­es­sary to cook items which were noted for how long it took to cook them in days past? In­ci­den­tally, the word “in­fomer­cial,” though around for a long while, has be­come a word of us­age com­mon as the fre­quency with which new and mar­velous prod­ucts are in­vented, dis­cov­ered and are pro­duced for con­sump­tion by an in­quis­i­tive and de­sirous pub­lic.

Those who cook (maybe I should say “still cook” fam­ily meals) will be the first to protest that the mi­crowave oven doesn’t do what item that would be­come vis­i­ble in nearly ev­ery house­hold. This prod­uct was not pro­moted with loud and bois­ter­ous claims. It was an in­fomer­cial fea­tur­ing the great Hall of Fame base­ball player, the Yan­kee Clip­per him­self, Joe DiMag­gio.

With a nat­u­ral tone in sim­ple ex­pla­na­tions and easy mo­tions, DiMag­gio demon­strated the won­ders of a Mr. Cof­fee. It was cof­fee pro­duced nearly in­stantly af­ter pour­ing the wa­ter into the reser­voir. I wish my two grand­fa­thers, who watched the old fash­ion per­co­la­tor as wa­ter was heated to a boil­ing and forced re­peat­edly up through a cen­tral tube and then drained back over the cof­fee grounds, could have ex­pe­ri­enced a Mr. Cof­fee A glass bulb on the cover of the per­co­la­tor al­lowed one to watch the wa­ter from its clear form as it be­came darker. The pre­parer would de­ter­mine when the cof­fee was strong enough to their lik­ing by the color in the bulb. It was a time­con­sum­ing process.

There have been other brands pro­duced in the lat­ter years. Mod­i­fi­ca­tions to Mr. Cof­fee have been made. Still, it is a marvel to me the dif­fer­ence in this age from the time I was young and watched those two grand­fa­thers in ad­mi­ra­tion and plea­sure pa­tiently await their de­sired strength of cof­fee. What is true of my grand­par­ents is true of yours.

A fel­low still con­fronts me with the idea that he saw and heard Joe DiMag­gio on tele­vi­sion make the claim Mr. Cof­fee was his per­sonal in­ven­tion. One more time: No, he did not hear such. The man is de­fi­cient in his mem­ory and his knowl­edge. Is it func­tional: More at­ten­tion will be given to his ques­tion later. Right now just let me say that peo­ple close to me tire of my say­ing my only test of a prod­uct is it func­tional. Does it do what it is sup­posed to do?

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