Three Tenses

We could hardly believe the advertisement. It comes from Holt Renfrew and it focuses on a "Future Perfect Micro-Targeted Skin Gel" that promises to give your skin what it needs - luminosity. The ad reads: "The past forgiven. The present improved, The Future Perfect." It used to be Gospel preachers who made this claim for the old-fashioned Gospel. It assures us of God's forgiveness for the past. It vastly improves our present. And it guarantees a perfect future.

These great words have surely lost their meaning when they can be employed for a product that is only skin deep!