Look at this….a lovely bottle of Vimto, a cordial made from a secret blend of blackberries, grapes and raspberries and some special herbs and brewed oop north for t’last 100 years and more. It’s like the northern equivalent of Coca Cola and, yes, there is a carbonated version now and a shiny new logo style too (which I don’t really like if truth be told). It’s what we grew up drinking as kids and just recently we’ve introduced it to our two grandsons. A bit of Lancs DNA in a bottle. And they love it, naturally. They aren’t exactly talking with flat vowels just yet but it was amusing to hear our eldest grandson asking for another glass of that really tasty stuff ‘Vomit’. Ah spoken like one or two Blackpool lads I used to know. Makes you raht proud. And as Paul Daniels might have said if he’d spent less time in hospital and more time studying, ‘Now that’s Metathesis’ …….
Metathesis (English pronunciation: /məˈtæθəsɪs/; from Greek μετά-θε-σις, from μετα-τί-θη-μι “I put in a different order”: Latin trānspositiō) is the re-arranging of sounds or syllables in a word, or of words in a sentence. Most commonly it refers to the switching of two or more adjacent sounds.
After a busyish sort of day I’ve had a couple of hours just to myself this afternoon, and I’ve done nothing other than sit here and just think about, well, unimportant things – blissful. Regular readers will recognise this tendency of mine to muse on life’s big issues and today I’ve been giving thought to the Co-op and more specifically to their strap-line ‘Good with food’.
It’s one of those snappy little brand phrases which is almost perfect. It sums up the essence of the supermarket and looks great written down because of the repetition of the ‘ood’ expression. It’s tempting to say ‘nice assonance’ but the English language is nothing if not contrary and wouldn’t you know it, the words good and food are pronounced slightly differently. Perfidious Albion eh. It’s the most powerful language on earth but it must drive new learners to absolute distraction. But that’s why I find it so utterly intriguing. To be truly perfect, food would need to be pronounced as fud but of course it isn’t. So the canny Co-op have employed the fine Scottish actor John Hannah, who has a distinctive S. Lanarkshire accent, to do the voice-over in their adverts. So that when you hear the line it sounds like ‘Guid with Fuid’.
Hats off; they nearly pull it off. But I still see one thing and yet I want to hear ‘good with fud’ which just makes me smile. Don’t you love it when things that are almost brilliant but slightly imperfect? As John Hannah might say ‘wuds are guid’. Typical Scots; English mashers!