light pollution

Recently I was grocery shopping and saw one of those seachlights set up to promote...something. Not only are those a waste of energy and yet another thing blotting out the night sky, but they are pretty useless as marking. A lighted billboard may be ugly, contribute to light pollution, and use electricity, but at least you know who is trying to get you to buy what when you see it. The searchlights only let you know that someone, over there somewhere, is trying to sell you something. The light might have been rented by the grocery store I was shopping at, but, honestly, I’m not sure. It could have been the bank, or the clothing store, or some other business. When your own customers honestly don’t know if your advertising is for you or for some other business, you’ve got some pretty unfocused marketing.