There is a sandwich bar here in Hackney which calls itself ‘Freshly Sandwiches’, and that must surely be run by a foreigner, possibly a Turk or a Kurd who own many of the catering and supermarket businesses in this area. The point is that adverbs like ‘freshly’ are so called, because they ‘add to’ a verb, and of course in Freshly Sandwiches there is no verb. The proprietors have obviously confused Fresh Sandwiches with Freshly Made Sandwiches (‘made’ being a verb) and have produced a delightful fusion phrase, which let’s face it has a superior sound to it, as, to call your carry out joint ‘Fresh Sandwiches’ is to be rather on the prosaic and anticlimactic side, a bit like christening your handsome little son My Boy instead of say Benny or Montague.
Not that long ago, Hackney was regarded as a deprived area, so that businesses using faulty grammar and spelling were to be expected and tolerated. Nearby Hampstead, of course, home of the glitterati and literati, is a horse of another colour, so it was bemusing last week to see a shop front, a newsagent’s, where the hallowed area was boldly spelt Hamstead, a solecism little short of cultural treason. It reminded me of my native Cumbria, where for at least 20 years a rural slaughterhouse in a small village outside Carlisle, was signposted by the County Council Highways Department as an Abbatoir, which always made me think of a cross between the saccharine pop group and the Hebrew word for father. Being a vegetarian, I found such a ludicrous misspelling inordinately insensitive and unpleasant, and I kept thinking of penning my indignation to the same Department, but after 20 years of prevarication, someone else got there first, and now at last they have the rustic charnel house properly designated.
With London shop signs, it is not just typos like ‘confectionary’ and ‘stationary’ (used as a noun) that abound, there is also a fondness for tongue in cheek word play, frequently related to the specific metropolitan area. Hence in Brondesbury, there is a café called Brondes Age, and ingeniously in Kew Gardens the optician is called EyeQ, in line with umpteen local businesses revealing the chic letter Q as opposed to Kew in their title. Yesterday I visited the Caledonian Road and Barnsbury area (part of Islington) for the first time in my life, where I saw more of the same compulsive word play, though this time of the entertainingly laboured variety. On a plaque outside a pub called Doyle’s Tavern I beheld the following ingenious poem:
Alcohol is not in my vodkabulary
However, I looked it up on whiskeypedia
And learned if you drink too much
It’s likely tequilya
That last word saves this cautionary tale from jovial sentimentality, and the spelling of whiskey confirms that Doyle is or was an Irishman.
Further down the road, I was truly shocked to see that right in the middle of the community is a huge prison with all the usual trappings of barred windows and coiled wire at its highest reaches. I had no idea that prisons could be plonked down in the public eye so to speak, nor that this notorious one was 2 minutes walk from an overground station. HM Pentonville Prison is on the Caledonian Road, and it has a cheerful welcoming sign for the general public, and one wonders if its inmates ever see the same salutation on arrival. If they do, they are also likely to see something even more startling, for directly opposite the prison on the same major thoroughfare, is an enormous café that is called, wait for it, The Break Out Café. A quick scan online reveals that the blackness of this title is well understood, as you read from one Brian C, ‘So I ended up at the Breakout Café, ironically because I had to go into prison. But only to run a training course thankfully…’ Meaning you were only a cheerily whistling day tripper, Brian, and could have sat there all day, a free man in the Break Out after your teaching was over, had you so wished.
As for myself, I’m so naïve I am genuinely surprised the authorities haven’t forced the café to call itself something else, as that jokey name seems to be treading the precarious unknown land between incitement and vicarious wishful thinking. Because of course, every time we watch a film where the criminal is fleeing to evade the relentless cops, we always want him or her to succeed, as on some primal level we always identify with the panicking hunted rather than the determined hunter…
The next post will be on or before Thursday 16th January