bread

ARTESIAN BREAD? AH, WELL …

While tooling down the Interstate the other day, I listened to a succession of local radio stations, and almost swerved off the road when I heard one small-town announcer deliver a carefully scripted commercial for the national Quizno’s sandwich chain.

He talked about the many delicious sandwich choices available at the local Quizno’s, adding that they were all carefully prepared on Artesian bread. His reading underscored the danger of using big, fancy words in copy — words that everyone may not understand.

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