Sometimes the emotional tone of a report is as striking as
the content of what is reported.
Such at least has been my response to the January 3, 1961 Davis Enterprise report of a Safeway
grocery store opening at G and 6th streets in Davis.
There is a certain “gee whiz” wonderment generated by such
words and phrases as:
sparkling
newest and most modern
very latest design
brightly lighted
full view
perfect condition,
complete selection
full line
all types
entire center
simplicity and comfort
very essence
most gratified
simple and orderly
One observation on all this might be that such qualities
were still novel in 1961.
Today, we are jaded in the sense that we take these
qualities for granted as features of new branches of corporate retailers.
