Daily Archives: 23 August 2010

Not a grocer’s apostrophe in sight

Have a look at this sign in a cake shop in Norton Street Plaza, Leichhardt. Sam Cavallaro probably feels he has crafted a memorable slogan. Clearly he has saved quite a bit of money by not employing a copy writer or an editor. What I love is the way it refuses to yield up a clear meaning. The dollar may lose its value with inflation, but these cakes are good even when they’re stale? No, that can’t be it. Perhaps: our cakes may seem expensive, but you’ll stop worrying about the cost when you actually eat them? But surely that isn’t it either. I know we’re not meant to scrutinise it like this, but honestly it’s not derision I feel but a kind of awe at its koan-ishness.