May 25, 1997
Wendy's needs a stench area. People like a stench. Their initial reaction--pained withdrawal--is always quickly followed by cautious fascination. A stench is a stink that has found a way to entrench itself. It is metaphor: abstraction digs in to a real body and decomposes it to the point of presence. People like a stench because it mimics their own truest moments.