Chandeliers are marvels of drop-dead showiness, the jewellery of architecture.

There was a time when formal clothes were one of life's great pleasures, as well as a way of describing instantly a man's status wealth. Toffs wore the most, the proles the least. Fast forward to 2008 and clothes are still an unrivalled pleasure but some men - and this includes many of our betters - have confused status with fake informality.

This may sound insulting to some of my cult studies friends, but there's a lot of cult studies people who ignore, shall we say, the wider canvas - because they simply don't know about its existence or they don't know how it operates.

It's just as well that I write in the same facile way wherever I am - no blocks or anguish, no contemplation, no elaborate revision, no need for love-tokens or nice views.

Haagen-Dazs (a clever Scandi-sounding name invented by Americans in 1961) was bought for its Euro-sounding sophistication by the kind of Americans who first bought those Mercs and Beemers, while Ben & Jerry's (now owned by Unilever) brought a post-hippy sensibility to bear. Buyers saw the brand as saying 'all-natural, organic and Fairtrade.

All brands, whether high-ticket luxury ones such as Cartier or Rolls-Royce or 'masstige' ones with luxe-y overtones but altogether more affordable, all want to grow. Even brands that may have started in a modestly niche design and lifestyle fashion can find themselves under pressure to go global or to sell out at the top.

Advertising has always been a huge unrecognised source of outdoor relief for the arts.