“This is the holy grail of advertising,” says Saleem Alhabash, an assistant professor at Michigan State University. A consumer has “a particular need or motivation at this particular moment in time, and you are giving them messages that feed exactly to what they’re feeling. The return on investment is huge.”
It is something magical, to be able to peer inside of your mother’s tummy to see your perfectly forming outline shimmering in sepia.
The technician pressed the little ultrasound knob harder and harder, jiggling it around impatiently atop you, to try and get you to turn, as if she were trying to entice a fish, but you shrank away into the depths, as if you knew you were being looked at. She slowly took the measure of each and every one of your bones, and we could see your little feet and hands flailing, lit like candescent bulbs. You liked curling around yourself and kept turned towards your mother’s spine. We could see your brain, the flow of blood through your developing veins. We could see and hear the fluttering of your heart, still split into halves. The technician kept making your mother turn from side, to side, and back again, to try and see you in profile.
You were still sort of amphibian, a primeval force swimming in the darkness, your segmented spine twisting like a little stem.
But then, finally, there was your face, already singular, universally human, projected as an image before your mother and father and a weary technician, holding hands in this little room on the 10th floor on the east side of Manhattan.
It struck me then that I too am developing, shedding my vestigial self-involvement to become a father. I will be your father. This is no longer a thought, a hope, a fear. This is what will be. My soul grows towards the moment when I will see your face in the light of the sun, and hold you and speak to you and call your name.