Monday, June 15, 2009

Just saying: More on language

It's great when retailers provide recipes or other tips to their target audience via its site. But my goodness, this advice from Williams-Sonoma about how to prepare lobster seems wildly violent. I realize that halfing and cleaning a lobster is not the most peaceful experience, but is it just me or does this language seem extra intense, especially since it's still alive?

Some excerpts:

If you have purchased a live lobster, plunge it into boiling water. Then rinse it under cold water to halt the cooking. Alternatively, set the lobster on a firm surface and securely hold the lobsters tail with a folded cloth to prevent slipping. Insert the tip of a large chefs knife straight down through the back of the lobster to the board, piercing the cross mark in the area between the first and second pairs of thin legs.

Cut the lobsters head in half lengthwise. If desired, hold an uncooked lobster over a bowl to catch the juices. Turn the lobster around, hold its head and cut the rest of the lobster sharply in half.

Lift away and discard the sand sac near the head. Using the tip of the knife, carefully remove the gray intestinal vein that runs along the lobsters back. With a small spoon, scoop out the liver.

The product suggestion for this is, of course, an extra-sharp cutting knife, priced at $129.99. The strategy is smart, tying merchandise to a direct use, but accurate advice isn't always as palatable as the end result.

Read it here.

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