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“Fortunately, every day comes with an evening” caught my eye as I was browsing through the print ads. The ad is for the alcoholic drink, Windsor Canadian Supreme. Ads like these tell the alcoholic and those around him or her that it’s all right to be obsessed by alcohol, to consume large amounts of it on a daily basis and to have it to be a part of everyone’s activities. At the same time, all signs of trouble and any hint of addiction are evidently avoided. Every instance of use seems spontaneous, unique. The daily drinking takes place by the beach at sunset, as the print ad indicates, not at the kitchen table in the morning.