There is something paranoid in all of us that loves to discover hidden messages, even where they are lacking. That’s what makes conspiracy theories a rife industry. And advertisers, who spend more money on their image than their product, and who use focus groups and every manner of psychological and psychoanalytical tool to get in our heads strike us as ominous: this is mind control if anything is. So is cute old Wendy from the new Wendy’s logo hiding something from us? Is there a hidden message hiding in her beaming visage?
You can see on this cup that her collar seems to be saying the word “Mom.” This was first noticed by Stock Logos who suggested the association Wendy’s hoped to make was that Wendy’s food is like Mom’s home cooking. Indeed, a Food Network survey suggests most men prefer their mom’s cooking to their wives’.
Perhaps something psychoanalytical is going on, perhaps Freud would say some primordial desire for our mother is being manipulated to get us to shop at Wendy’s.
Or maybe we should take Wendy’s at their word that it is a coincidence. “We are aware of this and find it interesting that it appears our Wendy cameo has ‘mom’ in her ruffled collar. We can assure you it was unintentional,” said Wendy’s senior vice president of communications, Denny Lynch, in a correspondence with the Huffington Post.
We might also note that Wendy has grown up. The previous logo feature Dave Thomas’s daughter Wendy at age 8. She’s now adolescent in this logo. The actual Wendy, 29 years later, has filled out considerably, perhaps from eating at her father’s restaurant, whose new and improved burgers, changed last year, are, perhaps, now the best on the market in comparison to McDonalds and Burger King. The burgers be more like dad’s cooking than mom’s, but for all that they are still delicious.