While the radio played the latest song by (name of famous pop star), she saw his (name of a luxury car) pull up in front of the house. Slipping into her (designer name) shoes that looked stunning with her (designer name) dress, she dabbed some (perfume name brand) behind her ears and popped open two cans of (name brand).

So how do you feel about finding brand names in books? I know what my reaction is: it irritates me no end. Each time I find a brand name in a story, I ask myself if the author lacks the imagination, or just the confidence, to convincingly describe a great pair of shoes or a wonderful dress in the most succinct way possible. Not only that: when brand names are mentioned, I’m lost.

I’m not a major consumer of luxury products, so name-dropping and product names often mean nothing to me. And because I might not have the same musical taste as an author, I'm going to be lost if a favorite pop star is mentioned. Not only that, but I live overseas and, believe it or not, I don't have a television. Several of our friends have also refused televisions, so if someone refers to a televised series, we'll have no idea what they are talking about.

Frankly, when I’m reading a book, I don’t care what the heroes and heroines are buying. I’d rather know what they’re feeling, or thinking, or smelling, or seeing, or plotting. Unless we’re working in advertising, a writer’s job is not to push consumer products. It’s to tell a good tale in the best way possible, to create interesting characters, to use words wisely, to phrase beautifully, and to carry readers like myself away into another world altogether.

Here’s another reason for not using name brands or designer labels: as a reader, we have to picture the landscape and the people we’re reading about. We are using our imagination, and exercising our intelligence. That’s what makes reading an exciting experience. And if a writer gives me name brand shoes, my imagination won’t know what to do with the information. However, mention sparkling blue and silver shoes with transparent heels, and you’ve got my imagination hooked.

One publisher I work with is dead against their authors using name brands. Why? Because of artistic reasons? No. Here is what one of the directors told me:

“Because it’s too risky and it's an infringement on trademarks. You technically can’t use name brands without getting explicit permission from the trademark holder. Kleenex®, for instance, requires that the trademark symbol accompany it any time that word is used. We’re not going to do that in a manuscript. Also, companies hold exclusive rights to things we assume are just out there, like Cinderella, Zorro, and so on. They can file a suit against the author for any use of those trademarked and copyrighted names. And it is the author that is held liable, not the publisher, as the publisher does not own the copyright, the author does. So, best to be safe than sorry.”

Okay, I’m not saying that everyone should throw their television out of the window immediately (although I do secretly think that would be a good idea for a writer), but when you are writing, think of people like me — the ones who know nothing about brands, or stars, or big names. Use your imagination to tickle ours, and we’ll be very happy indeed.