I’ve never seen a television commercial for a nursing home. I’ve seen commercials for everything from kitchen gadgets to boner pills. And I’ve seen plenty of commercials for those retirement communities for old people. They make them seem like blissful stud pastures where all the residents do all day is eat gourmet food and dance. But you never see any cripples in commercials like that because they don’t send cripples to places like that. Cripples go to nursing homes, unless they have bottomless buckets full of money.
The only television commercials I’ve seen that mention nursing homes are for those lawyers who sue nursing homes for abuse and neglect. I’ve seen a lot of highway billboards for those guys too. But I’ve never seen a billboard advertising for a nursing home either.
I’d sure hate to be an advertising executive charged with coming up with television commercials and/or billboards that make a certain nursing home look like a great place to live. That would be a thankless job, even for a seasoned bull shit artist like an advertising executive, because everybody knows nursing homes are dumping grounds. You don’t just check into one for fun like it’s a resort. You surrender yourself over to one because you have no choice.
That’s probably why nursing homes don’t bother advertising on broadcast media and billboards. They know it’s a waste of money. Fortunately for them, they don’t have to go to such lengths to recruit because they know the chute is greased enough to keep a steady flow of potential customers (a.k.a abandoned cripples with nowhere else to go) falling into their laps-. The nursing home marketers only reach out to those who have been defeated to the point of surrender. They save all their highly-polished bull shit for those colorful brochures they hand out that say, in essence, since you gotta go live in a nursing home, you might as well live in ours.
Maybe if I someday see a television commercial or a billboard for a nursing home it’ll be a good thing. Maybe it’ll mean they’re getting desperate.
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