The Brits rarely hardsell anything. They are the masters of underplay and understatement. And even when they must toot their own horn, — what in the cut-throat world of marketing — they seem to be reluctant about going all-out. I found this packaging on Marks & Spencer’s Rich Team Cream Fingers quite amusing: “Really rather good”. In America, there would be no qualms about something being “ooh oom good” or “finger lickin’ good”. But M&S proudly declare these little sweethearts to be, uhm …. “REALLY RATHER Good”. ”Really rather” sounds like an oxymoronic pair of adjectives that cancel each other out. But somehow, knowing their British origins, it adds to its charms. That tendency to false modesty which really translates to “Go on, YOU tell us it’s really good, because we’re not going to!”.
They are proud in their humility. Proud that they are not proud”. ~ Robert Burton (British Clergyman) 1574-1640.
Tags: M&S, Rich Tea Cream Fingers
Just like the Carlsberg “probably” ads: http://markmeynell.files.wordpress.com/2008/10/ad_carlsberg1.jpg
Have you noticed that when you ask someone “How are you?”, they often reply “Not so bad”. Same thing, I suppose.
Yeah I guess. Always understated. When the hubby is royally pissed off at something, he manages this at best (worst?): “I’m a bit annoyed really…..”. :)