I am always intrigued when I see needlework used in advertising. Let's turn this on its head a bit and ask: what is the special magic that advertisers divine in what we stitchers do, which can be put to good use in the emotional psyche of the readers to generate a favourable response to their products? What does needlework have to do with fried slivers of potato which we all know
pack more carbs than we can ever hope to burn off plying our needles? Is this advert designed to be sympathetic to needleworkers? To women in general? To people who are nostalgic for the decline in stitching and homely values? Or is its sixties style meant to pick off a certain generation who have got over worrying about their figures? Is it the fact that nurturing use of the hands - handcrafting - links to the advertiser's copy picked, gathered and grown to imply hand picked, hand gathered, grown with human hand? Or.... what do you think?