Friday, November 19, 2010

Great Care Has Been Taken... what it says on the back of some paratha I purchased at the Indian grocery store and they are not kidding. The final thing that impressed me about the food is the writing. While the marketing department unfortunately fell victim to the Mistaken Idea That Capitalizing Every Word Makes Things Classier, their word choice is in fact classy enough without initial caps. They took the time to select adjectives like "convenient alternative to time consuming(they forgot the hyphen but it's OK) and tedious work." Or how about gentle & even pressure? Or this sentence: It Is Generally Enjoyed With Yogurt and Indian Pickles. They didn't capitalize the "and" which makes me think they're shirking a bit on the proofreading front, but other than that, wow!


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