Meanwhile, Waitrose makes a slightly misguided stand

Bless them , Waitrose are trying hard to defend our language. A few months back they changed the signs on their basket-only checkouts to read “Ten items or fewer”. I made the mistake of congratulating the cashier of their usage and she apologised. “I know, I know, people keep telling me, it should be ‘ten items or less’.” Nooo… I didn’t know where to start sorting that out, I tried but she just looked confused,

England’s smoking ban has had me in a consistent state of annoyance for the last 18 months. Not for the ban itself – it’s lovely to be able to go to a pub or restaurant and come away not stinking – but for the signs that have appeared in every shop window: “It is against the law to smoke in these premises”.

This evening I noticed that Waitrose has tried to correct this with “It is against the law to smoke on these premises”. They clearly understand that a “premise” is a piece of land and it is impossible to smoke in a premise unless you dig a hole. So well done Waitrose. Sort of. Still not right, because the law bans smoking in public buildings, not on land in general. I am sure Waitrose’s premises extend beyond their building. They should say what they mean: “It is against the law to smoke in this building”.

Published in: on 12th December 2008 at 11:50 pm  Leave a Comment  
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Sainsbury’s Celebrates Mediocrity

I want to know how it’s possible that the Sainsbury’s poster

Sainsbury’s Taste The Difference: The Best in Everyday Foods

got through what I imagine is a lengthy approval process, from designer through copywriter, agency execs, and typesetter to ad buyers and marketing execs and finally to the repro team and printers without ever passing through a single person who knows what “everyday” means.

Just in case you are a marketing executive, let me advise.”Everyday” means “mediocre, average, mundane, boring, a bit pants”.

“Every day” (with a space) means “daily” but still would not make sense in the context above. “The Best in Food for Every Day” is the closest I can get to the presumed intent of the advertisers.

The only meaning I can ascribe to the advert as it appears on giant posters is “Come to Sainsbury’s for the least worst food”. It would be hilarious were it not so sad.

Published in: on 6th December 2008 at 11:22 am  Leave a Comment  
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