Recently I noticed a company name on the side of a building. At first it didn’t strike me as strange but the more I analyzed it, the more irony I found in it.
Society today places way too much importance on age and beauty, manifest in the amount of anti-aging creams available on the market, as well as the amount of places offering liposuction, botox, etc.
I’ve heard of ‘Institutes’ but I’ve never before seen an adjective placed before the word ‘Institute’ in their title. This one struck me as odd and ironic, because the adjective they chose to insert before the word ‘Institute’ goes so perfectly well with what the institute does!
See for yourself: The Modern Institute of Plastic Surgery and Anti-Aging
Does anyone else see the irony in that?
It’s not enough to show your obsession with staying young and beautiful—and not through a healthy diet and exercise, mind you, but through plastic surgery—by calling yourself the ‘Institute of Plastic Surgery and Anti-Aging’ but just to be absolutely sure you are getting your “stay young forever” message across, you call yourself ‘The Modern Institute of Plastic Surgery and Anti-Aging’.
To me that says a lot about society’s priorities.
Yours in crisp, error-free writing (with no superfluous adjectives!),