My husband and I agree. “Deluxe” is a delightful word that is also fun to say and banter around. Defined as “of special elegance, sumptuousness or fineness, high or highest in quality, the word is borrowed from the French “de luxe” which translates to “of luxury” and the Latin “luxe”, meaning excess or abundance.
However, when the word was incorporated into the English language, marketers quickly realized its use could confer “added value”. In other words, attach the word to anything you’re selling and the cash register will ring. Thanks to the profit motive, the lovely word deluxe has become comical.
Everything from cat food to vacuum cleaners, screwdrivers, cars, hotel rooms, juicers, yoga mats and macaroni and cheese comes in deluxe models. There is even a “GOD’S WORD Deluxe Wide-Margin Bible”.
A bizarre computer site called YourDictionary lists “The best 209 deluxe sentence examples.” Consider these two gems:
“The deluxe Santa Claus costume is best suited to individuals who plan to use the outfit again and again and need the extra durability and high-end manufacturing to withstand extensive use”.
“The Deluxe Rooms offer guests either a queen or two double beds, a private marble bathroom, an in-room safe, wireless internet capabilities and many other conveniences that make the hotel feel homey.”
The fast food industry is another hotbed of deluxe overuse: their ad folks throw the word around like confetti. The competition is sizzling between Chick-Fill-A’s Deluxe Chicken Sandwich and MacDonald’s McCrispy Chicken Sandwich Deluxe.
I can only conclude that I have to up my game. Stay tuned next week for the new deluxe version of my weekly blog.
Mary–I do believe that grownups used to drink a beer called Fox De Luxe when I was a kid. In Kewaunee . . .