We pay a lot for our adjectives. I agree that sometimes these “describing words” are quite helpful but increasingly they seem to act more as financial multipliers rather than as any aid to understanding. Well at least in the world of commerce they do. In the real world they are still valuable, I still want to be able to distinguish between the large, angry rabid dog and the small, friendly puppy dog and it is useful to know that the red mushroom is poisonous while the crinkly orange one is edible. However, in the world of commerce the adjective serves a much less reputable function.
In many areas of trade there are multiple vendors who are selling essentially the same things. The differences between their products is miniscule and often imperceptible. In the world of car sales there are some adjectives that are helpful – big, four seater, diesel powered, red, etc. However, many of the differences are so slight as to be unnoticeable. Even when differences are real often people aren’t aware of them. People who buy a 12-valve version of the car have paid extra for these ‘extra’ valves, but did they really compare the car to the its poor 8 valve sibling. Probably not. Indeed, this kind of difference is not really perceptible so one ends up spending money on something you (and importantly others) can neither notice nor appreciate. In this case the adjectives can come to the rescue. The vendor will probably affix a badge, with the adjective, saying “12v”, or “twincam” or “turbo” to your new purchase so that you, and others, know that you spent well over the odds for your vehicle
However, it is in the world of food that these adjectives really prove their worth as earners. The more adjectives that precede the item of food, the more you will be expected to pay for it. Rarely do these adjectives tell you anything of value. If you buy bacon you will probably have to pay double for “Black Country Staffordshire Bacon”. How do I know if Staffordshire is better than Herefordshire or Lincolnshire ? It really means very little. Once you add a few more adjectives ‘Farm fresh’ or ‘hand reared’ we can soon have easily tripled the price. There are few things that can’t be made more expensive by a judicious use of adjectives. Fried bacon is all very well, and cheap, but ‘pan fried’ bacon is obviously a bit more costly. In the world of fried food adjectives can not only increase the price but can also change the health and class status of food. Deep fried vegetables are obviously unhealthy working-class food but a dish with a side of tempura vegetables is clearly healthy and quite suitable for the middle-class palate.
So, I am going to try a new diet and attempt to steer clear of unnecessary adjectives. I’ll have bacon, egg and chips for tea tonight (£3.50) rather than ‘Sweet cured, hand-reared, Black Country Staffordshire bacon, with free range, organic, farm fresh eggs and a side order of hand-cut, chunky, artisanal, triple cooked, Ayrshire potato chips’ (£9.50) . As it seems £6 is a lot to pay for chips that are of uneven lengths and I can use the money for a ‘tempura‘ Mars Bar in lieu of dessert. That will be healthy and help me keep up with the Joneses