MARKS & Spencer is unsure whether it is a supermarket or a quasi-spiritual organisation offering the promise of a better life.
The stores latest advertising campaign, featuring inspirational women such as Dame Helen Mirren and Katie Piper, has confused shoppers who just popped in for some balsamic vinegar and a quiche.
Housewife Donna Sheridan said: I like Helen Mirren, but its not clear what shes got to do with buying a ready-to-roast pork loin.
First they had the adverts with perfect food in perfect surroundings, like youd been invited to a finger buffet in Heaven and God had made a special effort.
Then there were the adverts with perfect families enjoying endless idyllic summer days, which didnt bear much relation to my own family holiday consisting of two weeks of arguing somewhere damp.
Now theyre going on about high-achievers like Monica Ali, which can make you feel a bit inadequate if youve never written a best-selling novel and youre buying a pair of elasticated slacks.
Are they saying my life could be amazing and inspirational? Or are they saying my life is a failure? Its a lot to think about when you cant find the sausage rolls and your parkings about to run out.
An M&S spokesman said: All advertising has an aspirational element to it, although we wouldnt advise our customers to try and be a top ballerina like Darcy Bussell because thats unbelievably difficult.
Its better if they just aspire to buying nicer fishfingers than the ones from Tesco.