This is a sign on the side of PA Route 19 heading south. First, an advertisement for McDonald’s desperate attempt to create a new product out of the same old ingredients. It is a considerable improvement over the ad formerly in that spot, featuring a giant cup of their lightly tea-flavored high fructose corn syrup water excuse me, sweet tea, which made me instinctively reach for the car door handle to spare myself the clean-up job when I vomited at the thought.

Second, a pair of legs. Legs that are: skinny, hairless, devoid of blemishes, white, shiny, and posed in an awkward and uncomfortable position. Oh, and don’t forget, as the photo doesn’t do the picture justice: airbrushed. Very much along the lines of something like this. (Or, of course, this.)

It’s hard for me to put into words exactly what the problem is with this billboard. Maybe it’s because varicose veins are used against women far more often than men. On a man, it is what it is, and who cares if it is? What’s it to you? Was he put on this good earth to make you feel a little wet? No, he exists for his own purposes, and if you have a problem with that you can kindly go fuck yourself.

But it’s understandable why a person would want treatment for them, much as I still wish I could get braces. I’ve had veins pop out on my hands at various times in my life, and it was always uncomfortable for me, and ultimately reinforced my sense of fragility — I was always afraid of how easily my bones might snap, or my veins ruptured severely by an otherwise mild cut or scrape. And, yeah, I was self-conscious.

But really: think of how you might possibly choose to advertise such a service. It’s not hard. We are positively soaked in marketing. Our economy exists on the back of advertisement. You’ve seen ads for similar services before. Stock photos don’t even need to come into the picture.

But they do. And what is the message it sends when this is the photo that is chosen?

Your legs should look this way.

But they don’t. Your calves have actual muscle to them. Or even fat. There is stubble, or considerable hair growth, which might be fine and downy and light, or might be red, or dark, coarse, frizzy, curly. Maybe your closest shave still leaves that slightly mottled look. Of course skin is not a single color; there is some mottling and mingling of different hues and shades; I can see a little blue and purple mixed in with a decidedly peachy color, but yours might trend more toward olive or plum. I have moles all over like freckles, little and flat, but dark and brown. Right now there are very deep red marks in about five places from shaving cuts over the last six months or so (my skin takes a long time to heal) and lines imprinted from the chair my leg was resting against — low circulation, low blood pressure will do that to do — and my bones stick out. My calves are rather skinny, but they’ve always been; even now that I have settled in at 175, my calves and forearms are like toothpicks — my wrist measurement is still 5″ rounded up. But there’s no muscle tone, so I still fall short of the photoshop standard.

So do you.

And when you look at that picture, you are keenly aware of this fact. You might not consciously think: “I don’t look like that.” But our minds are much more than what we consciously think. You are completely, mundanely aware of the fact that what you look like and what the ideal looks like are in two totally different realms.

You know that if you have varicose veins, and you receive treatment for them, and they subside, your legs will still not look like that. You may think they look better, but they aren’t going to look like that. Ever.

And that is the message you take away. You are not made of the right stuff for beauty. You are a totally different animal. You are fundamentally unfit. It doesn’t matter what you do. And that is a failure not of the standard, but of you, personally. You owe it to society to fit that standard. And because you don’t, you are personally slighting every person you ever come into contact with. Ever.