Stray Thoughts: Reflections From The Lighter Side Of AdServices
Once upon a time in America, the word “deluxe” was an adjective that saw plenty of action, especially in the world of advertising. A French word denoting extra good quality or luxury, deluxe was used to promote hotels (“deluxe accommodations”), cars (“deluxe interior”) and even sandwiches (“deluxe meatball sub”). And then, about 20 years ago, deluxe died. Only nobody told it.
Sure, the word is found in dictionaries and welcomed halfheartedly by spellcheck, but it has vanished without a trace from the American vocabulary. Nowhere, at this or any other moment, is there someone out there saying any of the following things:
“Our room at the resort was so deluxe, Victor and I felt like royalty.”
“Nice pool table, Chase. Is that the new deluxe model?”
“Waiter, can I get the Deluxe Beef Brisket with Cranberry Gravy?”
“Wow, that’s a deluxe ankle tattoo, Gail. Mind if I crouch down for a closer look?”
Goodbye deluxe, your time has come and gone. We need to make room in our dictionaries and conversations for more contemporary words and phrases like “amped,” “totally amped” and “insanely, ridiculously amped.” You see, you just don’t fit our modern love of language and sensitivity to finding the prefect word for expressing our delicate inner feelings.
Personally, I still think you’re top-notch, deluxe. And if we have to stick a fork in you and declare you done, we will at least make it a fancy fork.
(Note to self: Check to see if anyone still uses the word “fancy” and prepare to start adjective impeachment process over.)