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April 25, 2013


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Point taken, but what if the brand isn't meant to be taken too seriously? The sh- or sch- prefix can be used to give a name a dash of fun, humor, self-deprecation, or NYC street smarts. So Schmap?...maybe OK. Shpoonkle, definitely not.

I do love the Joy of Yiddish and other of Rosten's lexicons. I love how all the examples are centered around jokes.

Sh/sch + consonant may be funny, but it doesn't command respect; rather, it invites derision, especially if you're familiar with the Yiddish usage you outline above.

P.S. As I was reading this, my daughter came in to tell me about how she was going to wear a fancy dress - "not a shmancy dress" - for an event.

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