Friday, October 26, 2007

Mama Fresser and I really should start eating in better restaurants. Or at least ones that can punctuate.

We were sitting there, enjoying a breakfast nosh when the insidious advertisement caught my attention. At the tray liner bottom it read verbatim:

new Arch Card ™
load it. gift it. love it.

First of all, "gift" is NOT a verb. angry.gif Grant it. Present it. Bestow it, if you want. But I'm sorry, pop-culture grammarians: "gift" is still a noun. So if McDonald's advertising wizards want to create a three-sentence parallel as a tagline, they should learn the parts of speech first.

But the atrocities continued. At the top of the liner, the ad copy read:

so, what is Arch Card ™?

Arch Card ™ is:

happy holidays
thank you for baby-sitting my kids...
i love you as a friend
grandpa's morning coffee

Notice that their copywriters NEVER capitalize the first word of a sentence. Hello--this is your fourth-grade English teacher calling! Nor do they capitalize the proper noun "Grandpa" in "grandpa's morning coffee" or the pronount "I" in "i love you as a friend." But they ALWAYS capitalize their trademarks, such as Arch Card ™ and of course their company name. Such sticklers they are.

What are they telling us? That THEIR trademarks are more important than grandparents and individuals?

Oooh...I was so steamed I could barely enjoy my hotcakes and Diet Coke ®.



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