Rectifications (28) – “…and more”

Rectifications (28) – "…and more"
Torrey Orton
January 17, 2013

After enough comes more

 

"…and more" the Subaru sales advert promised full stop after a series of small value adds which dear buyer prospect can get with your model year 2012 demonstrator currently on clearance – a Forester I think it was. You know, "leather" with an asterisk to a footnote so small and finely printed anyone who could afford to would have trouble reading it. Actually, it's leather trim sort of. After three more such gifts, all of which are standard issue "features", we are offered "and more". A clear case where more is not a lot.


This offer, which I've seen in so many places for so many products, makes me feel confident it's a reliable indicator the phrase has entered normal usage. So, what is "…and more"? Another receptacle for the unrequited phantasies of the potentially buying public…? A teaser, like prices ending in $.95 used to be, stopping which could allow us to retire the 5 cent piece? …but I egress to the productivity door rear left. It is what they (merchants) say when they've run out of things to say and can't admit it to themselves. My butcher doesn't say things like that, perhaps because a steak is a steak unless wagyu or grass-fed, in which cases it's still steak and there's nothing more. Imagine "two rib eyes, and more"? The least they can be is one (two ribs uncut).


Another thing the "…more" is: an afterword when the speaker / writer doesn't think they've offered enough of whatever (not whateva, which is already too much to think about); when they think unconsciously that everything is quantifiable and quantity is what every buyer is looking for (have a look at guided tour adverts in the fast emptying local broadsheets' weekend special sections for another take on this view); or, what happens when your favourite gustatory indulgence runs out after two rounds. More!!


And, there's the Nissan "MORE" I saw last nite (15/01/2013) on the tube as the adjunct to the new model's name and the maker. Just MORE. A culmination of a trajectory I had just barely noticed, carrying an implication of (much MORE) in its slipstream as Nissan struggles to sell the new Leaf which is supposed to produce less, not more.


Then there's the grammatical status of 'more' – started as an adjective, accepted as an adverb, now morphed to a noun and soon to transform into a verb? Like 'impact', 'grow'? What would it be to more something or someone? Perhaps, an undifferentiated swamping? A colourless overwhelm? A tasteless effluent?


Actually, anything would do that adds to the featureless expostulations of spin city, an all-purpose excess for the descriptively incompetent. It's, at the end of the day, another let out word: intends something and specifies nothing…like outcomes, put in place, going forward and so on ever after. Ever so moreish.