Even a cursory glance at popular advertising now will reveal a new tenor to our times. With economic worries so topical (Note: When Prime Ministers and Finance Ministers are gloomy you just know it is serious.) the tone of advertising changes.

In the past week I”ve seen a new Loblaws ad featuring Galen Weston Jr.  comparing two shopping baskets filled with groceries. The brand name cart—filled with all the goodies people love—costs much more than the quality no-name products Loblaws retails. The pace of change is quick; only a few short weeks ago Galen was shilling mini Salmon Wellingtons as the perfect nibble for festive parties and drop-in holiday guests.

Boston Pizza is advertising an “under $10″ menu so happy diners can still eat out, but without straining the bank or their nerves.

Hamburger Helper—long a staple of the budget-conscious shopper—spreads the word that a family of four can eat supper for under $10 including beef and milk.

What to look for next?

Look for kitchen appliance manufacturers to promote slow cookers and casserole dishes. Websites for foodies will go heavy on stews and recipes that stretch every grocery dollar.

The new workplace will be about lunchrooms and kitchens as office-tower denizens start to brown-bag it during the week. Restaurants that (formerly) catered to the lunch crowd are well advised to announce lunch deals, buffet options and “mom” style foods such as mac & cheese, meatloaf and soup and sandwich specials.

Home decor—you’ll see this in weekend newspapers and decorating publications—will be less flash and less cash with an emphasis on discreet home electronics and a homey, less grand and formal lifestyle presentation.

Opulence is out for 2009; look for people to put the dog out, but not on.

The auto industry? Only he knows for sure.