Sign of the times (1): "Money can't buy the thrill of saving"

"Money can't buy the thrill of saving".

It can't?

This sign is splashed across the wall at one of my favorite liquidator stores - Winners.

I must confess, I enjoy a bargain. But, I'm also an English major with an analytical bent.

So I'm stuck with trying to deconstruct this sign.

"Money can't buy the thrill of saving".

Let's see. Saving here means saving money. Money can't buy the thrill of saving. But isn't money precisely the thing needed to buy the thrill of saving? In order to save, don't you have to buy something? And in order to buy something, don't you need money? (Even if you buy it on your credit card, you have to pay eventually.)

"Money can't buy the thrill of saving".

There are two possible interpretations that would render this nonsensical slogan sensical.

The first is that the sign means "Save your money and don't buy anything -- the thrill of saving (by buying nothing) outweighs any pleasure you may experience from buying something here".

The second is that the sign is advocating shoplifting. Under this scenario, the sign wishes to state that the thrill of shoplifting (with 100% associated savings) outweighs any satisfaction achieved by buying the thing with money.

Or, perhaps the sign-writer was aiming for something more like "having money in your pocket can't compare with the thrill spending it on a bargain".

But still, it takes money to do this.

So, it still doesn't make sense.

But, in our present post-modern deconstructionist society, perhaps it doesn't need to. Words mean everything and nothing. We shouldn't expect them to always make sense. Perhaps it is sufficient that the slogan conveys some kind of emotion that suggests you will be happy buying stuff here.

Still, I would like to know what the sign-writer thought he or she was saying.

I've got an email inquiry into Winners. I'll let you know what they say.

And that's the way the Ball bounces.