The perfect gift to enjoy a lifetime of delicious cooking
The Guardian, ‘Feast’ supplement, December 8, IFC
This week’s post is short and breaks our standard format, since the example text is only available offline. Sorry — flu. (We found it gratifying that bad copy presented itself even in a sickroom.)
Le Creuset’s squarewheel Xmas message to Guardian readers is presumably a machine translation of a French original. Despite experimentation with Google, we were unable to figure out exactly how the sense got so completely lost.
The underlying problem is, however, obvious. French is rich in constructions for giving pleasure, while English tends to more solipsistic accounts of obtaining pleasure. Le Creuset’s copywriter has deployed the transitive verb to enjoy in a manner which contrives to suggest that the company’s cookwares are built to enjoy their lives of domestic service.
That’s a charming, Disneyesque image, but we doubt it was intended. Our rewrite is intended to give pleasure back to the recipients of these thoughtful, durable items of kitchenalia.
Keep warm, everyone.
Give the perfect gift — a lifetime of delicious cooking